Oral Presentation ESA-SRB-ANZOS 2025 in conjunction with ENSA

Population snapshot: Exploring knowledge and consumption of sugar-sweetened beverages across audience segments to inform public health messaging (128418)

Rachael Jinnette 1 , Rebecca Godwin 1 , Helen Dixon 1 2 , Ellen Hart 3 , Andrea Nathan 3 4 , Ainslie Sartori 3 , Belinda Morley 1
  1. Centre for Behavioural Research in Cancer, Cancer Council Victoria, Australia
  2. Melbourne School of Psychological Sciences, The University of Melbourne, Australia
  3. Cancer Council Western Australia, Subiaco, Western Australia
  4. School of Population and Global Health, The University of Western Australia, Australia

The LiveLighter® healthy lifestyle program aims to motivate adults to adopt healthy eating habits. Funded by the Western Australian (WA) Department of Health and delivered by Cancer Council WA, LiveLighter® uses a TV-led integrated communications strategy to promote diet-related knowledge and behaviour aligned with this aim. This study examined these population-level outcomes related to sugar-sweetened beverages (SSBs) among key audience segments, to inform future campaign messaging. 

A cross-sectional non-probability online survey of 754 WA adults aged 25-64, with population weighting, was undertaken in Nov/Dec 2024 following the LiveLighter® ‘13 Cancers’ campaign, which focuses on reducing SSB consumption. Multivariable logistic regression assessed whether gender, age-group, body mass index (BMI), location (metro/regional), education, health care card and SSB consumption were differentially associated with SSB knowledge and behaviour.

Males (cf. females) and younger respondents (aged 25-34 cf. 35-64) reported higher intake of SSBs with males less likely to drink adequate water daily (p<0.05). Males also lacked confidence to reduce their SSB intake, despite being more concerned and to have contemplated the health risks (p<0.05). There was no difference in SSB intake by indicators of disadvantage (education, low income; p>0.05), while a low income was associated with less confidence and motivation to reduce consumption (p<0.05). In contrast, those with a higher body weight (cf. BMI<25) were more likely to report concern, urgency and intention to reduce their SSB consumption (p<0.05). Regional (cf. metropolitan) residents were more likely to choose a non-sugary drink (p<0.05).

Findings reveal males, younger respondents and SSB consumers would benefit from additional messaging about the health effects of drinking too many SSBs and the benefits of reduced consumption. Population-level messaging about SSBs that promotes self-efficacy through behavioural strategies should benefit all audience segments - especially people living with overweight - by helping them translate knowledge and intentions into reduced SSB consumption.