Knowledge of and attitudes to sports drinks of adolescents living in South Wales, UK

Abstract

Background: The UK sports drinks market has a turnover in excess of £200M. Adolescents consume 15.6% of total energy as free sugars, much higher than the recommended 5%. Sugar sweetened beverages, including sports drinks, account for 30% of total free sugar intake for those aged 11-18 years. Objective: To investigate children’s knowledge and attitudes surrounding sports drinks. Method: 183 self-complete questionnaires were distributed to four schools in South Wales. Children aged 12 - 14 were recruited to take part. Questions focussed on knowledge of who sports drinks are aimed at; the role of sports drinks in physical activity and the possible detrimental effects to oral health. Recognition of brand logo and sports ambassadors and the relationship of knowledge to respondent’s consumption of sports drinks were assessed. Results: There was an 87% (160) response rate. 89.4% (143) claimed to drink sports drinks. 45.9% thought that sports drinks were aimed at everyone; approximately a third (50) viewed teenagers as the target group. Over 2/3rds recognised the brand logos, yet less than a 1/3rd could identify brand ambassadors. About half were aware that dental erosion may result from consumption and approximately 2/3rds knew that they were linked to dental caries and energy provision. Despite this the majority claimed to drink them. As previously reported most of those drinking sports drinks did so because of the taste. Conclusion: Whilst most of the respondents had some understanding of the detrimental effects on health the majority of them were drinking them regularly despite this knowledge. Work is therefore needed at a macro level, with soft drink manufacturers, to consider marketing and reformulation of products for adolescent consumers who appear to enjoy them.