A new study has found that Ghana’s tax on sweetened beverages may not significantly change consumption patterns among low-income households unless it is supported by stronger public education campaigns and improved access to healthier alternatives.
The research, conducted by a team of Ghanaian and American academics, examined the experiences of residents in four peri-urban communities in Accra following the introduction of a 20 percent excise tax on bottled water and sweetened beverages in 2023.
The study revealed that many consumers continue to purchase sugary drinks despite higher prices, with taste, convenience, availability and established consumption habits remaining the strongest influences on beverage choices.
Researchers found that awareness of the tax remains relatively low, with only 55.8 percent of respondents indicating that they knew about the policy. Even among those who were aware, many lacked a clear understanding of how the tax operates and often attributed general price increases to broader economic factors rather than the levy itself.
According to the findings, nearly 70 percent of households surveyed regularly purchased commercially produced sweetened beverages, particularly carbonated soft drinks. Many consumers reported buying such products daily or several times each week.
The study highlighted taste as the primary factor driving consumption, followed by convenience and accessibility. Participants noted that chilled beverages, widespread availability through neighbourhood shops and mobile vendors, and personal preferences continued to encourage purchases despite rising costs.
Researchers also observed that children’s preferences strongly influenced household buying decisions, with parents frequently purchasing beverages requested by their children or opting for cheaper brands rather than eliminating sugary drinks altogether.
Faced with increasing prices, some households adjusted by switching from commercial beverages to lower-cost local drinks such as sobolo, asana and lamugin. Others maintained their existing consumption patterns, citing habit and personal preference.
While many respondents associated excessive sugar consumption with diabetes, awareness of other health risks linked to sweetened beverages, including obesity and related non-communicable diseases, was found to be limited.
The study further revealed mixed public reactions to the taxation policy. Although a slight majority supported taxes on sugary drinks as a public health measure, many opposed the inclusion of bottled water in the tax regime, arguing that access to safe drinking water should remain affordable and accessible.
The researchers concluded that taxation alone may not achieve the desired public health outcomes and recommended a review of the current tax structure to create a more noticeable price gap between sugary drinks and healthier options.
They also called for expanded public education campaigns to increase awareness of the health consequences of excessive sugar consumption, alongside investments in reliable access to safe drinking water.
The research was led by Dr. Christopher Delali Amegah and Dr. Gloria Adobea Odei Obeng-Amoako of the University of Ghana, in collaboration with Professor Seth Adu-Afarwuah, Professor Monica Lambon-Quayefio and Professor Shu Wen Ng of the University of North Carolina.
The findings contribute to growing discussions about the effectiveness of fiscal policies in promoting healthier lifestyles and reducing the burden of diet-related diseases in Ghana.
