Consumer Awareness of the Sugar-Sweetened Beverages Levy and Its Influence on Consumption Patterns in Kwara State, Nigeria

Abstract

Sugar-sweetened beverages (SSBs) are fuelling a public health crisis worldwide; in Nigeria, rising obesity and diabetes rates point to growing risks to population well-being. This study investigated the relationship between consumer awareness of the sugar-sweetened-beverages-levy and consumption patterns among residents of Kwara State, Nigeria. Using a cross-sectional survey design, data were collected from 900 participants across various demographic groups, focusing on their awareness of the SSB levy and corresponding consumption habits. Results indicated that 427 respondents (47.4%) exhibited high SSB consumption levels, with a significant correlation between consumer awareness and consumption habits (r(898) = 0.66, p < 0.05). Demographic factors such as age, education, and income were significant predictors of consumption habits, collectively accounting for 51.1% of the variance in SSB consumption (R² = 0.511). The findings underscore the importance of enhancing consumer awareness regarding the health implications of SSBs and the objectives of the levy intended to reduce their consumption. While the levy has been instituted, its effectiveness is hindered by insufficient public knowledge, particularly among younger and urban dwellers whose habit is to consume high levels of SSBs. It is recommended that the Nigerian government implement comprehensive public health education campaigns to communicate health risks of SSB intake and the objectives of the levy, with initiatives tailored to cultural contexts and demographic variances to maximise impact