Self-reported impact of the sugar-sweetened beverage tax on consumer attitudes among adults in Newfoundland and Labrador: A comparison with other Canadian provinces in 2021 and 2022.

objectivesNewfoundland and Labrador (NL) became the first Canadian jurisdiction to implement a sugar-sweetened beverage (SSB) excise tax in September 2022. This study examined self-reported consumer perceptions and behaviours in Canada pre- and post-implementation.

methodsPre-post data were from national repeat cross-sectional surveys with Canadian adults aged 18-100 years (2021-2022). The sample included 8709 participants over the 2 years, including 813 from NL. Adjusted logistic regression models examined differences by region and year in self-reported SSB: (1) tax awareness; (2) perceived costs; and (3) tax policy support. Adjusted linear regression models evaluated changes in self-reported drink purchases for three drink types (taxed, low/no-calorie, and untaxed drinks).

resultsOverall, 93% of NL respondents were tax-aware post-implementation. Perceived SSB costs increased to a greater extent in NL versus the rest of Canada ('a lot more' versus 'no/don't know'; adjusted OR = 6.41; 95%CI, 2.34-17.57). In 2022, approximately one-third of NL respondents self-reported changing their purchases of at least one drink because of the tax (e.g., -34% regular soda, -20% low/no-calorie energy drinks, -18% diet soda, + 12% bottled water). SSB tax opposition increased in NL post-tax (26.5% vs. 41.0%), but support remained high if tax revenue was earmarked for healthy food subsidies (56.0% across years).

conclusionTax awareness and perceived SSB costs were higher in NL post-tax. Framing tax policies around health promotion may help maintain public support. While some NL participants self-reported decreasing taxed beverage purchases, most reported 'no change/don't know', suggesting the need for complementary policies to further reduce SSB intakes.