The impact of taxation and signposting on diet: an online field study with breakfast cereals and soft drinks

Daniel Zizzo, Melanie Parravano, Ryota Nakamura, Suzanna Forwood, Marc Eckart Suhrcke

Research output: Book/ReportOther report


We present a large scale study where a nationally representative sample of 1,000 participants were asked to make real purchases within an online supermarket platform. The study captured the effect of price changes, and of the signposting of such changes, for breakfast cereals and soft drinks. We find that such taxes are an effective means of altering food purchasing, with a 20% rate being sufficient to make a significant impact. Signposting represents a complementary nudge policy that could enhance the impact of the tax without imposing severe welfare loss, though the effectiveness may depend on the product category.
Original languageEnglish
Place of PublicationYork, UK
PublisherCentre for Health Economics, University of York
Number of pages53
Publication statusPublished - Jun 2016

Publication series

NameCHE Research Paper
PublisherCentre for Health Economics, University of York


  • Taxes
  • Signposting
  • Healthy diet
  • nudges
  • public health

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