“When we were young, it really was a treat; now sugar is just the norm every day”—A qualitative study of parents’ and young adults’ perceptions and consumption of sugary drinks

Abstract

Issue addressed: Sugar-sweetened beverages (SSB) are the leading source of free sugars in Australian children's and adults’ diets. This study explores drivers of consumption among parents and young adults to inform interventions. Methods: Eight focus groups (n = 59) stratified by gender, age/life stage and SES were analysed thematically. Results: Daily SSB consumption was normalised. Participants drank SSBs to avoid perceived energy/sugar deficits, to treat themselves and as a function of familial influence. Frequent consumption was considered acceptable if “in moderation” and/or “balanced” with exercise/diet; however, there was a large disconnect between this language of moderation and actu..