Australia Soft Drink Market Essay Example for Free

Australia Soft boozing Market EssayThe FSANZ phone survey of adolescents and young adults in Australia open up that Aboriginal and Torres Strait Islanders were to a greater extent(prenominal) likely to knock off sugar-sweetened nutty confounds compared to other Australians (72 per cent versus 50 per cent) and consumed significantly larger amounts (249 ml versus 128 ml per day) ( fare Standards Australia New Zealand 2003a). The 2004 SPANS survey of children in Years 610 in NSW found wasting disease of fleecy draws to be firstest among students of Asian background and highest among boys of Southern European and Middle Eastern background (Booth et al. 2006).grammatical sexual activity Fewer girls than boys consume softening salute in Australia, and among those that do, girls consume smaller amounts of soft plight than boys (section 2. 2). This gender effect has been ob operated in Europe also. For example, the large WHO collaborative cross-national sphere of Health Be haviours among School- time-honored Children 200102 showed that girls prevalently consume less(prenominal) soft drink than boys (Vereecken et al. 2005b). Psycho-Social Factors 3. 2. 1 Personal Factors Personal factors appear to moderate the coincidenceship among environ mental factors and behaviour.In Norway, personal pickences, i. e. taste, was the progeny one determinant of soft drink use of goods and services, and attitude was the after part well-nigh authorized determinant of soft drink consumption in adolescents, with the environmental factors of accessibility and modeling (consumption behaviour of significant others) in amid (Bere et al. 2007). Soft drink consumption in tutor- ancient children has been nonably jibe with taste preferences in other studies (Grimm et al. 2004). In one study of 813 year olds in the US, those who reported the strongest taste preference were 4.5 times much likely to consume soft drinks atomic number 23 or more than times per week c ompared with those with a displace taste preference. A focus host study with groups of children matured 89 eld and 1314 years showed that younger children prefer the taste of still, fruit-flavoured drinks and adolescents prefer the taste of carbonated drinks (May and Waterhouse 2003). Attitude and subjective norm (perception of other tribes views and attitudes towards soft drink consumption), together with perceived behavioural control, explained 60 per cent of the variance in pattern to drink regular soft drinks in 1318 year olds in the US (Kassem et al. 2003 Kassem and downwind 2004).However, taste enjoyment was one of the most predictive expected outcome beliefs of regular soft drink consumption. In quenching of thirst was the second most important predictor of attitude, after taste, towards drinking soft drinks yet soft drinks micturate been found to be poor at quenching thirst when compared to weewee (Rolls et al. 1990 Brouns et al. 1998).Parents and friends collapse been identified as creation more influential than peers in the consumption patterns of younger children aged 89 years in the UK (May and Waterhouse 2003), although peer groups are considered to play a greater role in adolescence (Buchanan and Coulson 2006). Cost, availability and thirst were more important in older children aged 134 years. In the NSW Schools Physical Activity and Nutrition Survey 2004 (SPANS) of children aged 516 years, peer influences were not particularly apparent in soft drinks attitudes and intended consumption (Booth et al.2006).Adolescents who perceived more social drag to limit soft drink consumption were found to be more likely to consume more in the Study on Medical Information and Lifestyle in Eindhoven ( grin) study in The Netherlands (de Bruijn et al. 2007). The SMILE study also showed that moderate agreeableness (a measure of adolescents willingness to comply with parental practices and rules) of adolescents is associated with less soft drink consum ption, however, those that were most agreeable consumed a lot (de Bruijn et al. 2007).This was attributed to pressures outside of the home environment pro-social motives where those most agreeable cherished to fit in. It is postulated that the more agreeable adolescents were more inclined to live up to expectations raised by proto cause-based advertisements and marketing. One of the few studies examining the factors involveing soft drink consumption in adults showed that consumption of sugar-sweetened soft drinks was associated with less restrained and more external eating, i. e. sensitive to external stimuli such as taste (Elfhag et al. 2007).The study, conducted among 3265 adults in Sweden showed that, in contrast, diet soft drinks were consumed by persons with a higher(prenominal) body mass index (BMI) (possibly in an onset to reduce their weight), more restrained eating and more emotional eating. Parents as Models A study in Australia showed that the influence of mothers, ei ther as models of eating behaviours or as the providers of nourishment, is pervasive (Campbell et al. 2007). Parental soft drink consumption was positively associated with younger childrens intake in two studies (Grimm et al. 2004 Vereecken et al.2004).Mothers consumption was found to be an independent predictor for regular soft drink consumption among children in Belgium (Vereecken et al. 2004). In the US, children aged 813 years whose parents on a regular basis drank soft drinks were nearly three times more likely to consume soft drinks five or more times per week compared with those whose parents did not regularly drink soft drinks (Grimm et al. 2004). A higher frequency of preparing food was found to be related to lower intakes of carbonated deglutitions among female adolescents in the US (Larson et al.2006).Parenting Styles Less restrictive parenting practices are associated with a higher consumption of healthier food options such as fruit and vegetables in children however t he evidence is not as equivocal for soft drinks. Indeed, the converse has been found in some fresh studies. For example, van der Horst et al found that in The Netherlands less restrictive parenting practices, relating to specific behaviours such as food rules, were associated with higher consumption of sugar-sweetened beverages among 383 adolescents (van der Horst et al. 2007).This association was independent of perceived parenting practices by the adolescents, and was mediated by attitude, self-efficacy and modelling from parents (parental consumption). The association was strongest among adolescents who perceived their parents as organism moderately strict and highly involved. These authors concluded that parents should be involved in interventions aimed at changing dietetic behaviours including soft drink consumption and that interventions aimed at the promotion of healthy parenting practices are best tailored to the general parenting style of the participants (for example, st rict and/or involved).More restrictive parenting practices were also found to be associated with less soft drink consumption (De Bourdeaudhuij and Van Oost 2000) and stricter parenting practices were found to be associated with less soft drink consumption in a recent study in The Netherlands (de Bruijn et al. 2007). However, findings from studies among younger children suggest that strict parental practices can in fact increase childrens preferences for, and intake of, the restricted foods. These opposite findings may relate to differences in the type of practices used between age groups.For example, parents of younger children might use pressure to get their children to eat more or may restrict access to certain foods. For adolescents, parents might use clearly defined rules just about the times when a certain food can be eaten and how much of a certain food they can eat. Environmental Factors 3. 3. 1 Soft Drink Availability Availability at School increase soft drink consumption has been related to the availability of soft drinks in vending machines in the school environment in a number of studies.However, it appears that when soft drinks are ubiquitous in schools the link between consumption and availability is less discernible (French et al. 2003 Grimm et al. 2004 Vereecken et al. 2005a). Access to vending machines selling soft drinks in schools in the US was not related to consumption in either boys or girls (Kassem et al. 2003 Kassem and Lee 2004). In Norway, most soft drink consumption occurs outside of school despite soft drinks currently still being available in schools (Bere et al.2007).Vending machines were not available in schools involved in a study of adolescent soft drink consumption in the UK (Buchanan and Coulson 2006) and this study found that consumption of soft drinks was higher at the weekends. Nevertheless, the availability of soft drinks at school, either in the school canteen or in vending machines, may send messages to children that they are suitable drinks also their easy availability at schools negates the take aim to provide water.The exchange of foods and drinks at schools is likely to gift a ripple effect in the participation (Bell and Swinburn 2005), thus banning soft drinks at schools conveys a healthy message to children and this message has the potential to affect community attitudes. In recent years four Australian state goernments (New South Wales, Victoria, South Australia and westward Australia) have accordingly imposed a ban on the sale of soft drinks and other sugar-sweetened drinks by canteens in man schools (Bell and Swinburn 2005). In NSW this ban on sugar-sweetened drinks is part of Fresh Tastes School, the NSW Healthy School canteen Strategy.Sugar-sweetened drinks with more than 300 kJ per serve or more than 100 mg of sodium per serve have not been allowed in school canteens and vending machines in NSW since Term 1, 2007 (NSW Department of Health and NSW Department of grooming Tra ining 2006). These drinks include soft drinks, nada drinks, fruit drinks, flavoured mineral waters, gamings drinks, cordials, iced teas, sweetened waters, sports waters, and flavoured crushed ice drinks. In Victoria the ban extends to high- ability, high-sugar soft drinks brought in to school. Portion Size.The beverage industry has steadily increased container sizes over the last 50 years. In the 1950s the standard serving size was a 200 ml feeding bottle, which increased to a 375 ml can, which was superseded by a 600 ml bottle. Studies have shown that the larger the container, the more people are likely to drink, especially when they assume they are buying single-serve size containers. For example, Flood et al have shown that change magnitude beverage portion size from 350 ml to 530 ml significantly increased the weight of beverage consumed regardless of beverage type in this case regular cola, diet cola or water (Flood et al.2006).As a consequence, energy intake increased 10 per cent for women and 26 per cent for men when there was a 50 per cent increase in the portion of regular cola served. Food intake did not differ under the controlled conditions thus overall energy intake was increased as a result of the extra energy from the larger beverage intake. Most recently, a study showed that increasing portion sizes of all foods and beverages consumed by study participants by 50 per cent of baseline increased energy intake from all food and beverage categories, except fruit as a snack and vegetables, for an 11-day peak (Rolls et al.2007).The amount of beverage consumed increased from about 470 ml in both women and men to 557 ml in women and 630 ml in men. Disproportionate pricing practices also encourage people to drink large servings as these often cost just a fraction more than the smaller servings (Young and Nestle 2002). Large serve sizes contribute to an obesogenic environment, as they facilitate excess consumption of energy (Dietary Guidelines Advis ory Committee 2005). Dietary guidelines and public campaigns have highlighted the importance of portion size as a central concept related to energy intake (Matthiessen et al.2003).Cost In a number of papers, Drewnoswki and co-workers purport that the main issue in relation to nutrient-poor foods and beverages and obesity is the cost that is, nutrient-dense diets are more costly than nutrient-poor, energy-dense foods which are relatively cheap. Drewnowski and Bellisle (2007) conclude that the obesity-promoting capacity of different beverages is linked not so much by their sugar content but by their low price, although these researchers concur that taste is likely to be the main factor affecting the obesity-promoting capacity of soft drinks (Refer to particle 3.1). Cost was reported as being an important determinant of carbonated soft drink consumption, as opposed to fruit juice and still fruit drinks, in children aged 1314 years in a study in the UK (Buchanan and Coulson 2006). Avai lability and thirst were also recognised as important determinants, although foremost was taste.Exposure to TV advertising Television is a medium through which children are usually exposed to food marketing. Food marketers advertise heavily during childrens programming in Australia (Hastings et al.2007 Kelly et al. 2007), and soft drink is consistently featured near the top of the list of advertised food items in different countries, including Australia (Kotz and tarradiddle 1994 Lemos 2004). Increased soft drink consumption has been related to TV exposure in a number of studies (Grimm et al. 2004 van den Bulck and van Mierlo 2004 Utter et al. 2006).The relationship was observed for adolescent boys only not girls in a recent study of children in grades 78 in Belgium (Haerens et al. 2007).A study of children aged 56 years and 1012 years in Melbourne showed that children who watched TV for more than 2 hours per day were 2. 3 times more likely to consume ? 1 serve/day of high-energ y drinks than children who watched less than or equal to 2 hours of TV per day (Salmon et al. 2006). Functional Drinks 5. 4. 1 Sports Drinks Sports drinks were designed to help sport performance as well as provide rehydration after sporting events. They contain 68 per cent carbohydrates, usually in the form of sugar, plus other electrolytes (Sports Dietitians Australia 2007).As the name implies, sport drinks are designed for sports participants. Using sport drinks for normal hydration purposes is not recommended because of their energy content (one 600 ml bottle of sport drinks provides around 780 kJ) and their acidity which is associated with the same dental health problems as soft drinks.In Australia sports drinks currently account for less than 5 per cent of the more than 1. 3 billion litres of non-alcoholic beverages sold per annum, but the sale of sports drinks is growing faster than most other beverages (Australian Convenience Store News 2006).Energy Drinks In recent years, en ergy drinks have also been introduced as alternative premium products to ordinary soft drinks. Their sales have risen quickly and it has been reported that in the United States energy drinks outperformed all other beverage categories, with more than 500 per cent growth in sales from 200106 (Montalvo 2007).The Australian Convenience Store News (Nov/ downslope 2006) indicates that energy drinks accounted for 22 per cent of total drink sales. Most consumers were in the 1539 age bracket and consumption is slightly skewed towards males (Australian Convenience Store News 2006).