ArticlePublic health nutrition2026
In-store beverage pricing and marketing before and after a sugar-sweetened beverage tax in Newfoundland and Labrador.
Article in Public health nutrition, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Authors and funding
10 authors.
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Abstract
objectiveNewfoundland and Labrador (NL) introduced Canada's first excise tax on sugar-sweetened beverages (SSB) in 2022. Industry marketing practices in response to SSB taxation may affect public health impacts. We examined changes in posted beverage pricing and marketing of taxable and non-taxable beverages in NL before and after the SSB tax was implemented.
designPre-/post-observational study with in-store audits of beverage prices and marketing. Changes including pricing discounts and promotions were assessed at the individual beverage level for pre/post-tax implementation years.
settingEighty food stores (grocery, convenience, drug and dollar) in NL, Canada.
resultsThere was no evidence of a change in posted shelf prices between pre/post years. There was a significant increase (+2·5 %,
conclusionsThe lack of change in posted prices of taxable SSB indicates that the NL SSB tax was not communicated at the point of decision-making. While some marketing changes post-tax were observed, results should be interpreted cautiously as they cannot be attributed definitively to the tax. Existing literature implies that industry may adapt marketing conduct to counteract beverage taxes. Such changes were limited in NL, suggesting retailers may have opted not to display the tax rather than attempt to actively counteract it. Lack of transparency surrounding the tax may neutralise intended behavioural effects.
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