Meal Deals and The Social Organisation of Soft Drink Consumption: a Qualitative Study

Abstract

Background High levels of soft drink consumption have been identified as the main reason for high levels of sugar consumption, which can have both oral and general health consequences. High levels of sugar consumption are implicated in dental caries, dental erosion, obesity and type 2 diabetes. The factors associated with soft drink consumption are various and diverse and have been examined primarily using quantitative research methods. Existing research has adopted an individualistic focus, highlighting individual factors associated with soft drink consumption at the expense of exploring the role of context and daily activity. This research aims to explore soft drink consumption as a social phenomenon in the context of everyday life. Methods This research adopts a multistage observational study involving observations, formal and informal interviews. A total of 15 weeks of observation, 14 informal interviews and 7 formal interviews were conducted to address the research aim. Data analysis started with the exploration of the meanings of soft drink consumption then moved on to examining the practices associated with soft drink consumption before finally seeking out the situational determinants of behaviours. Results Findings indicate that soft drink consumption as a social practice is not performed in isolation but coexists with other social practices such as eating, studying and socialising. Furthermore, the environment heavily influences soft drink consumption especially through meal deals. The study subsequently examines the construction and arrangement of meal deals examining how they increase soft drink consumption. Conclusion This thesis concludes that the construction and arrangement of meal deals in shops and on shop shelves is designed to influence soft drink consumption. The price of meal deals, the availability of soft drinks as an option within meal deals all create a situation that encourages the consumption of soft drinks. Thus, managing and reconfiguring the structure of meal deals can directly inform the soft drink consumption. It is important therefore for public health to consider carefully the importance of the contexts in which soft drinks are found.