Influence of Price and Labeling on Energy Drink Purchasing in an Experimental Convenience Store

• Published in: Journal of nutrition education and behavior 2016-01, Vol.48 (1), p.54-59.e1
• Main Authors: Temple, Jennifer L., PhD, Ziegler, Amanda M., MPH, Epstein, Leonard H., PhD
• Format: Article
• Language: English
• Subjects: Adolescent; Adult; Caffeine; Cross-Sectional Studies; Descriptive labeling; Energy drinks; Energy Drinks - economics; Energy Drinks - statistics & numerical data; Feeding Behavior; Female; Food and Drug Administration; Food Labeling; Gastroenterology and Hepatology; Humans; Internal Medicine; labels; Male; Prices; pricing; Purchasing; Regression analysis; Surveys and Questionnaires; United States; United States Food and Drug Administration; Young Adult
• ISSN: 1499-4046; 1878-2620; 1708-8259
• DOI: 10.1016/j.jneb.2015.08.007

Abstract Objective To examine the impact of energy drink (ED) pricing and labeling on the purchase of EDs. Methods Participants visited a laboratory-based convenience store 3 times and purchased a beverage under different ED labeling (none, caffeine content, and warning labels) and pricing conditions. The 36 participants (aged 15–30 years) were classified as energy drink consumers (≥ 2 energy drinks/wk) and nonconsumers (< 1 energy drink/mo). Data were log transformed to generate elasticity coefficients. The authors analyzed changes in elasticity as a function of price and labeling using mixed-effects regression models. Results Increasing the price of EDs reduced ED purchases and increased purchasing of other caffeinated beverages among ED consumers. Energy drink labels affected ED sales in adolescents. Conclusions and Implications These data suggest that ED pricing and labeling may influence the purchasing of ED, especially in adolescent consumers.