GlobalData’s latest research reveals that a tax on chocolate and confectionery might be less impactful at altering consumption habits than the government would hope.
According to GlobalData’s Q3 2018 survey, 57% of UK consumers think they would buy fewer products, or stop buying them altogether, as result of a potential tax on confectionery or chocolate. While this does demonstrate that taxation may encourage many consumers to cut down, the figure is significantly lower than the global average (74%). In fact, of the 40 countries surveyed by GlobalData, only Japan and Denmark were less likely to be impacted by such a tax.
Furthermore, those who consume chocolate or confectionery most frequently – arguably those who may need to curb their consumption the most – were found to be the least likely to consider changing their habits if taxes were imposed.
Strategies that offer consumers a healthier way to indulge could be more effective at reducing sugar intake than taxation. Smaller pack formats or lower sugar formulations, like Cadbury’s soon to be launched reduced-sugar Dairy Milk, for example, still allow consumers to have a sweet treat, while at the same time cutting their sugar intake.
