Determinants and patterns of soft drink consumption in young adults: a qualitative analysis.
OBJECTIVE
To explore knowledge, attitudes and behaviours regarding caloric soft drinks in a group of young adults attending university and to identify opportunities for a health promotion intervention aimed at reducing consumption.


METHODS
In-depth, semi-structured focus groups segmented by gender.


METHODS
Sydney, Australia.


METHODS
Undergraduate University of Sydney students aged 18-30 years (n 35).


RESULTS
Social and environmental cues, intrinsic qualities of beverages and personal health beliefs were identified as important influences on consumption. Social cues included settings in which alcohol is usually consumed, socialising with friends, and family influences. Environmental cues included purchasing of fast foods, and ready availability, preferential pricing and promotion of caloric beverages. Reinforcing intrinsic qualities of caloric soft drinks included taste, sugar and caffeine content, and their association with treats and rewards. Major gender differences as well as variations in individual readiness for behaviour change were observed. Raising awareness of the sugar content of various beverages and the potential health impacts associated with their consumption was considered important.


CONCLUSIONS
The findings provide new insights with important implications for policy and practice, and suggest that there is considerable scope for promoting awareness in this group. Carefully designed social marketing campaigns highlighting the health issues and addressing social and environmental cues relating to caloric soft drink consumption are required. There is a need for gender-differentiated intervention programmes which are both informational and appealing to young adults. Further research is warranted, particularly to investigate beverage consumption relating to fast-food meal deals and young adults' consumption patterns in more depth.
Hattersley
Libby
L
NSW Centre for Overweight and Obesity, University of Sydney K25, New South Wales 2006, Australia. libbyh@health.usyd.edu.au
Irwin
Melissa
M
King
Lesley
L
Allman-Farinelli
Margaret
M
D000293:Adolescent; D000328:Adult; D001628:Beverages / Q000009:adverse effects / Q000592:standards / Q000706:statistics & numerical data; D019422:Dietary Sucrose / Q000008:administration & dosage* / Q000009:adverse effects; D005260:Female; D017144:Focus Groups; D005523:Food Supply; D015438:Health Behavior; D007722:Health Knowledge, Attitudes, Practice; D006801:Humans; D008297:Male; D012737:Sex Factors; D012931:Social Environment; D013334:Students; D055815:Young Adult
D019422:Dietary Sucrose