CONSUMER DEMAND FOR SUGAR-SWEETENED BEVERAGES IN MALAYSIA: EVIDENCE FROM BRAND AND LIFESTYLE FACTORS

Nor Asmat Ismail and Raihani Nabila Jumadi

Abstract

Abstract
Obesity, diabetes, and other non-communicable diseases (NCDs) remain pressing
public health issues in Malaysia, with excessive sugar intake, particularly from sugar
sweetened beverages (SSBs), identified as a major contributor. In 2019, the
government introduced an excise tax on SSBs to curb consumption, yet intake levels
remain high. This persistent demand indicates that taxation alone is insufficient, and
that other underlying drivers of SSBS consumption must be considered. This study
examines the determinants of SSBS consumption across Malaysia using data from
428 respondents collected through a cross-sectional survey. Multiple regression
analysis was used to identify the influence of external and individual factors on SSBS
intake. The results show that brand and lifestyle are significant determinants of SSBS
consumption, at the 10% and 1% significance levels, respectively. Specifically,
stronger brand perception is positively associated with higher SSBS intake, with each
unit increase in perception score linked to a 3.437 unit rise in consumption, while
lifestyle factors are associated with an increase of 5.871 units in consumption. In
contrast, promotion and accessibility were not significant predictors. These findings
highlight the need for public health interventions that go beyond taxation,
emphasizing healthier lifestyle practices and reducing brand-driven demand through
regulation, education, and promotion of healthier alternatives.
Keywords: Sugar-sweetened beverages (SSBs), consumption, brand, lifestyle,
behavior