Validated Online Tool Assesses Impact of Tax Policies on Sugar-Sweetened Beverage Purchases

Scientists at Virginia Tech have developed and validated an innovative online marketplace designed to evaluate how different government taxes and policies influence the purchasing habits of sugar-sweetened beverages (SSBs). The tool aims to provide a cost-effective and scalable way to simulate real-world shopping environments, enabling researchers and policymakers to better understand potential behavioral responses to taxation and other interventions.

In 2021, Americans consumed an average of 37 gallons of SSBs annually, contributing approximately 145,000 calories daily to the national diet. This high consumption level is linked to numerous health issues, including diabetes and obesity, making it a significant concern for public health.

The research team conducted a proof-of-concept study involving 73 participants who regularly bought SSBs, were not on diets, and served as household grocery shoppers. Participants used the virtual marketplace, which features hundreds of beverage options from single servings to large multipacks, resembling familiar online shopping platforms.

The study found that when a virtual tax was applied, participants purchased notably fewer SSBs — quantified by reductions in fluid ounces, item counts, and caloric intake. As noted by researcher Haylee Downey, this aligns with basic economic principles: higher prices lead to lower consumption.

Compared to traditional experimental stores, which are costly and limited in scale, this virtual environment allows large-scale, flexible, and diverse studies. It also supports examining substitution behaviors—such as whether consumers switch to healthier beverages or different products—an area the researchers plan to explore further.

The tool has already been recognized for its potential to inform local and national policies. Several U.S. cities, including Philadelphia and Boulder, already implement SSB taxes, but variability in rates and taxed products complicates policy evaluation.

Future modifications aim to identify substitution patterns, providing comprehensive insights into how taxes influence overall consumption habits. The research team continues to develop and expand the platform, with plans for larger studies as part of ongoing doctoral work.

This virtual marketplace represents a promising advancement in public health research, offering policymakers a novel way to test and refine strategies to reduce sugar-sweetened beverage consumption and improve health outcomes.