Sugar tax leaves a sour taste

THE figures are startling and should be cause for concern however imposing ill thought through taxes is not the answer
According to recent figures one in three children leaving primary school is overweight, or obese. This is not to say, as some newspapers have claimed, that this same proportion of children are obese, just that they are over the recommended weight for their size.
The Common’s Health Committee is now proposing a tax on sugary drinks to help combat the epidemic of obesity which they see as infecting the country. A pigovian tax on sugar in the UK would fail to do anything more than cause even more fear among those parents already aware of the dangers of too much sugar and penalize families from the lower end of the income spectrum though. At best it would create a temporary decline in the amount of sugary drinks being consumed as a result of the media coverage; however, the overall impact in the long term would be negligible on the consumption habits of individuals.
Much has been made of the impact a similar tax has had in Mexico. Proponents of the legislation are only relying on a micro focus rather than looking at the larger picture. In Mexico the tax is based on per litre servings of sugary drinks. While the data shows that there has been a drop in the consumption of larger bottles experts have calculated that this reduction can be explained by people shifting to purchasing smaller servings. One such study led by Emilio Gutiérrez, a professor at Mexico’s ITAM University calculated that this shift in consumption habits from larger to smaller servings could account for 60% of the documented drop, while not actually creating a decline in the overall amount of sugary drinks being consumed.
Pigovian taxes are intended to address problems associated with negative externalities in the market, such as the health risks linked to too much sugar. By imposing these taxes states hope to combat inefficient market outcomes by imposing a cost for negative behaviours. They are already used in regards to smoking and alcohol and it has been suggested that such taxes should be imposed on fatty goods as well as sugar.
One of the key problems in imposing them though is in ensuring that the negative social consequences of the good, or action being taxed, is correctly calculated to ensure that it is balanced against the rate of tax being imposed.
Due to the overall costs of sugary drinks the level of taxation on each bottle would result in minimal revenues and marginal, overall, increases cost of the end product. In Mexico the tax started at about 10c on the dollar before being reduced to 6 cents. This type of increase would in most case be absorbed by the producers, who will still be making supernormal profits on their goods, and in cases where it isn’t is unlikely to be enough to deter people from making the purchase.
The cumulative effect of the increase, in the cases where it is passed onto the consumer, is most likely to hit those at the lower end of the income threshold. The theory of the tax increasing the substitution effect fails to take into account behavioral triggers which drive particular groups to purchase specific goods. Certain labels have a cache about them which creates a system of conspicuous consumption, particularly among the young and less educated, which will not alter with the creation of the tax and won’t be altered by any amount of substitution factor.
The concept of the tax has been drawn up by well intentioned individuals who haven’t realised the real draw of sugary drinks. There is a reason why people buy Coke and not the supermarket own brand. It isn’t about the cost. If obesity is really to be tackled then taxes on sugary drinks won’t do it. Increased education about health issues and more exercise programmes in school may be the way to go, if only we could find a way to fund them.