Soda packs make people drink more

People buy more** soft drinks** when packs of soda or smaller drinks are offered instead of individual servings of different sized drinks. The finding comes from a new study published in the journal PLoS ONE, and was carried out by a team of experts, led by Brent M. Wilson, from the University of California, San Diego. People who regularly consume sugar-sweetened beverages are genetically more vulnerable to becoming obese or overweight. Obesity is a serious problem in the U.S. In an effort to combat this growing epidemic, a measure was passed by the City of New York. This restricts the sale of sugary drinks larger than 16 ounces.

Experts explained:

“The restriction, however, does not prevent larger drinks from being sold in packages like smaller drinks… Previous work has shown that mandates aimed at improving eating habits can have the unintended consequence of increasing consumption.” The researchers wanted to analyze the results of limiting surgery cup size on people’s soda consumption. They did so, offering the participants three different menus. One hundred undergraduate students from the University of California participated in the study. 76 of them were women and the average age of the subjects was 20. The three menus proposed to the participants included: A menu offering 16, 24, or 32 oz. individual drinks. A second menu that offered 16 or 12 oz. of drinks. A third menu, which offered only 16 oz of drink. When volunteers began selecting options as they would at a fast food restaurant, they purchased more sodas from the menu offering packaged 12-ounce or 16-ounce drinks than when they were offered individual sodas of different sizes. After observing the composite subject choices, the researchers discovered that overall business revenue increased when menus offered drink packs instead of just small glasses of soda. When drink sizes are limited, the researchers explained, companies may have a strong motivation to offer packages of many small drinks rather than just individual servings.

Wilson concluded:

“Our research shows that New York City’s ban on large drinks may have unintended consequences that responsible policymakers must take into account. Sugary drinks are the main source of business revenue. Companies will adjust their menus in order to maximize profits.”