​Joelle Wolstein is a research scientist at the Center and co-author of a new fact sheet on the upswing in kids’ consumption of sugary beverages. In this brief interview, Wolstein discusses the recent trend and factors that may contribute to it.

Q: Consumption of sugary beverages among children dropped in half between 2003 and 2009, from 49 percent to 26 percent. What prompted the uptick after this steady decline?

There are a number of factors that could be contributing to this reversal. Consumers have become more aware of the sugar in soda and drink less of it as a result. However, people may be replacing soda with drinks they consider to be “healthier” — like flavored waters, iced teas, or sports drinks — that actually contain quite a bit of sugar although less than soda.

Marketing could be influencing the trend as well. Beverage industry giants seem to be responding to the downward shift in soda consumption by acquiring “healthier” drink companies and targeting consumers from both ends — campaigning for higher sales of both sodas (through marketing ploys like Share A Coke®) and “healthier” — but still sugary — drinks at the same time.

Q: Are some communities more vulnerable than others?

​Without a doubt! Our data show that low-income children and children of color consume higher quantities of sugary drinks than their higher-income and white counterparts, respectively. Communities of color are exposed to more advertising for sugary drinks than other communities. Additionally, compared to higher-income neighborhoods, low-income neighborhoods have a higher density of fast food restaurants and convenience stores, where sugary drinks are readily available. People who see more ads for sugary drinks and go to places that sell them are likely to consume them more often.

Q: You have a young daughter. As she grows up, how will you keep soda and sugary beverages out of her diet given the influence of marketing and peer pressure?

​My daughter is only 2 years old so it’s been relatively easy to limit her exposure to sugar and other unhealthy foods up to this point. I know that when she goes to school in the near future, and as she becomes exposed to different foods and begins to make her own choices, that will quickly change.

Regardless, there are a number of things I can do as a parent. First, I can limit the drink options at home to healthy ones, like water and milk. I can also educate her about why her regular beverage of choice should be water and why sugary drinks should be consumed in moderation, if at all. Finally, I believe it’s my responsibility as a parent to model healthy behaviors for her, whether they’re related to food, physical activity, body image, etc. Hopefully the efforts made by individual households, paired with those of health advocacy groups and government agencies, will drive a shift in social norms when it comes to exposing children to unhealthy foods and beverages.