Director, The Field Poll (916)

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1 THE FIELD POLL THE INDEPENDENT AND NON-PARTISAN SURVEY OF PUBLIC OPINION ESTABLISHED IN 1947 AS THE CALIFORNIA POLL BY MERVIN FIELD Field Research Corporation 601 California Street, Suite 210 San Francisco, CA (415) FAX: (415) Release #2529 Release Date: Thursday, February 4, 2016 VOTERS SEE A CLOSE LINKAGE BETWEEN KIDS REGULARLY DRINKING SUGARY BEVERAGES AND THEIR DEVELOPING SERIOUS HEALTH CONDITIONS, LIKE TYPE-2 DIABETES. BROAD-BASED SUPPORT FOR BOTH GOVERNMENT AND BEVERAGE COMPANY ACTIONS TO ADDRESS THE PROBLEM. IMPORTANT: Contract for this service is subject to revocation if publication or broadcast takes place before release date or if contents are divulged to persons outside of subscriber staff prior to release time. (ISSN ) By Mark DiCamillo TCE Contact: Daniel Zingale, Director, (916) California voters continue to consider unhealthy eating and a lack of physical activity the single greatest health risk facing the state's children. Greater than seven in ten see a close linkage between a child regularly drinking sugary beverages and their developing long-term health conditions like Type-2 diabetes. These are among the findings from a special Field Poll about childhood obesity prevention policies conducted on behalf of among 1,253 registered voters statewide. There is also broad consensus among voters that government should be taking actions to address the problem. Large majorities back each of four proposals aimed at reducing the threat of diabetes to the state's children. These include: Require restaurants to serve water or milk as the default beverage for children's meals instead of the sugary drinks that usually come with these meals (79%). Require health warning labels on soda and other sugary drinks stating that the daily consumption of these drinks contributes to diabetes, obesity and tooth decay (78%). Prohibit the sale of soda and other sugary drinks in cafeterias and vending machines in children's facilities, such as in children's hospitals and clinics, child care centers, afterschool and youth centers (70%). Tax the sale of soda and other sugary drinks and use the money for school nutrition and physical activity programs in the schools (68%). Field Research Corporation is an Equal Opportunity Employer

2 #2529 Thursday, February 4, 2016 Page 2 Voters also think it's important for beverage companies to change their marketing policies to address the problem. Three specific actions are considered important by greater than three in four. Stop advertising sugar-sweetened beverages on TV shows that preschoolers and your children watch frequently (78%). Stop advertising sugar-sweetened beverages on websites that children visit frequently (76%). Stop targeting ads of sugar-sweetened beverages to low-income communities and communities of color (74%). By a 57% to 41% margin, voters also agree that soda companies should pay a share of the public health costs associated with treating people with Type-2 diabetes and tooth decay. "Big Soda take notice: Californians from every region and background want you to stop making our kids sick," said Daniel Zingale, Senior Vice President at. "Elected officials who serve the people should listen to the majority of Californians who want to end the Type-2 diabetes epidemic. One in three children are now projected to develop Type 2 diabetes." Voters continue to consider unhealthy eating/ a lack of physical activity as the greatest health risk to California's kids began asking California voters what they thought were the greatest health risks facing the state's children more than twelve years ago in At that time unhealthy eating or a lack of physical activity was cited most frequently by 35%, followed by illegal drug use, mentioned by 27%. Since then, voter concerns about the health risks associated with unhealthy eating and a lack of physical activity by kids have grown. In the latest survey, 41% of voters say it represents the biggest health risk to kids. Illegal drug continues to be cited next most often (24%), followed by violence (13%), alcohol abuse (6%), smoking (6%) and unsafe sexual behaviors (4%). When aggregating voters' first and second mentions about the greatest health risks to the state's children, a 57% majority considers unhealthy eating or a lack of physical activity among their top two concerns. Voters under age 40 and college graduates are more likely than other voters to say this. Greater than seven in ten see a close linkage between a child regularly drinking sugary beverages and their becoming obese and developing Type-2 diabetes and tooth decay A large majority of voters sees a close linkage between children regularly drinking sugary beverages and developing long-term health conditions during their lifetime. Seventy-five percent think regularly consuming these beverages increases by "a lot" a child's chances of becoming obese, and 72% and 71%, respectively, say this with regard to developing tooth decay and developing Type-2 diabetes.

3 #2529 Thursday, February 4, 2016 Page 3 When voters are asked to specify their single greatest concern about children's regular consumption of sugary beverages, developing health conditions like Type-2 diabetes is by far their top concern, with 55% mentioning this. No other health problem is cited by more than 20% in this setting. Broad support for government actions to reduce the risk of diabetes among children Eight in ten California voters (81%) believe it's important for government to enact policies aimed at reducing diabetes and preventable health conditions among children and large majorities back four specific proposals tested in the survey. Women, ethnic voters, and lower income Latinos, in particular, are the voter segments most likely to support these proposals. (1) Require restaurants to serve water or milk as the default beverage for children's meals instead of the sugary drinks that usually come with these meals. Nearly eight in ten voters (79%) support this proposal, while just 19% are opposed. Of those in favor, a 53% majority backs it strongly. Support for taking this action is bipartisan, with 86% of Democrats, 65% of Republicans and 81% of no party preference voters in favor. (2) Require health warning labels on soda and other sugary drinks stating that the daily consumption of these drinks contributes to diabetes, obesity and tooth decay. A 78% majority supports this proposal, with 54% favoring it strongly. One in five (20%) are opposed. This is a wider margin of support than was found in 2013, when voters supported the idea of health warning labels 74% to 25%. Support is bipartisan, with 86% of Democrats, 60% of Republicans and 83% of non-partisans in favor. (3) Prohibit the sale of soda and other sugary drinks in cafeterias and vending machines in children's facilities, such as in children's hospitals and clinics, childcare centers, after-school and youth centers. Seven in ten voters statewide (70%) favor this policy, with 50% strongly in favor. Just 28% are opposed. Eight-two percent of Democrats back this idea, as do 72% of no party preference voters. Republicans are more divided, with 51% in favor and 47% opposed. (4) Tax the sale of soda and other sugary drinks and use the money for school nutrition and physical activity programs in the schools. Greater than two in three voters (68%) favor the idea of taxing sugary beverages, with 48% strongly supportive. About three in ten (31%) are opposed. These findings are similar to a 2013 Field Poll, which found 67% in favor and 31% opposed to this policy. Large majorities of Democrats (81%) and no party preference voters (73%) back the soda tax, although a 53% majority of Republicans are opposed.

4 #2529 Thursday, February 4, 2016 Page 4 Voters say it's important for beverage companies to change their marketing policies to kids California voters also think it's important for beverage companies to be taking take steps to address the problem of obesity among children. For example, about three in four voters believe it's important for these companies to change their marketing policies the following ways: (1) Stop advertising sugar-sweetened beverages on TV shows that preschoolers and children watch frequently. (76% say this is important, 52% of whom say it is very important) (2) Stop advertising of sugar-sweetened beverages on websites that children visit frequently. (76% consider this important, of whom 52% say it's very important) (3) Stop targeting ads of sugar-sweetened beverages to low-income communities and communities of color. (74% believe this is important, with 53% saying it's very important) Majority supports requiring soda companies to pay a share of public health costs By a 57% to 41% margin, voters believe that companies selling soda and other sugary drinks should be required to pay a share of the public health costs associated with treating people with Type-2 diabetes and tooth decay. Ethnic voters, especially African Americans and first-generation Latinos, are the voter subgroups most in favor of this. 30 About the Survey The results in this release come from a statewide survey completed by on behalf of The California Endowment. The survey was conducted by telephone among 1,253 California registered voters. The survey included a stratified random sample of 1,003 voters statewide, and an augmented sample of 250 Latino voters. All interviewing was conducted by telephone using live interviewers. Up to six attempts were made to reach, screen and interview each randomly selected voter on different days and times of day during the interviewing period. About three-quarters of the interviews were completed on a voter's cell phone and about one-quarter were completed with the voter on a landline phone. After the completion of interviewing, weights were developed to align the samples to their proper proportions of the state's registered voters by race/ethnicity and across other characteristics of the registered voter population. Sampling error estimates applicable to any probability-based survey depend upon sample size and the percentage distribution being examined. The maximum sampling error for results from the overall sample is +/- 3.0 percentage points at the 95% confidence level. The maximum sampling error is based on percentages in the middle of the sampling distribution (percentages around 50%). Percentages at either end of the distribution (e.g., 10% or 90%) have a smaller margin of error. Questions Asked See topline findings attached for the wording of the questions reported in this release.

5 #2529 Thursday, February 4, 2016 Page 5 About was established in 1947 as The California Poll by Mervin Field. The Poll has operated continuously since then as an independent, non-partisan survey of California public opinion. The current poll is the latest in a series of surveys about childhood obesity conducted by on behalf of launched in About, a private, statewide health foundation, was established in 1996 to expand access to affordable, quality health care for underserved individuals and communities and to promote fundamental improvements in the health status of all Californians. Headquartered in downtown Los Angeles, The Endowment has regional offices in Sacramento, Oakland, Fresno and San Diego, with program staff working throughout the state. The Endowment challenges the conventional wisdom that medical settings and individual choices are solely responsible for people's health. The Endowment believes that health happens in neighborhoods, schools and with prevention. For more information, please visit The Endowment's website at

6 Field Research Corporation San Francisco, CA December 2015 Field Poll Sugar-Sweetened Drinks Question Series (Topline Findings) (n = 1,253 registered voters statewide)* 1. I am going to read some health risks to kids in California. Please tell me which one in your opinion poses the greatest health risk to kids in California today. The categories are (READ BACK ALL CATEGORIES IN RANDOM ORDER, ASKING:) Which of these do you think poses the greatest health risk to kids in California today? (RECORD 1ST MENTION FIRST) (IF FIRST MENTION GIVEN, ASK:) Which category poses the next greatest health risk to kids? (NET) 1ST 2ND 1 ST OR 2ND MENTION MENTION MENTION Unhealthy eating/lack of physical activity... 41%... 38%... 57% illegal drug use violence alcohol abuse smoking unsafe sexual behaviors SOMETHING ELSE (VOLUNTEERED) NO OPINION Next, some questions about the potential health problems associated with children regularly drinking soda and other sugary drinks. 2. I am going to read some different health conditions. For each, please tell me how much you believe regularly drinking soda and other sugary drinks increases a child's chances of developing this health condition now or in the future. (READ ITEMS IN RANDOM ORDER, ASKING:) Does regularly drinking soda and other sugary drinks increase a child's chances of (ITEM) now or in the future a lot, some, only a little or not at all? A ONLY A NOT DK/ LOT SOME LITTLE AT ALL REF ( ) a. becoming overweight or obese... 75% ( ) b. developing Type-2 diabetes... 71% ( ) c. developing heart disease... 47% ( ) d. developing tooth decay... 72% * Interviews conducted with 1,253 registered voters statewide, including a stratified random sample of 1,003 registered voters, plus an augmented sample of 250 additional interviews among the state's Latino voters. The two samples were weighted to align the overall sample to its proper statewide proportions of registered voters by race/ethnicity. Topline Findings Sugar-Sweetened Drinks Page 1

7 3. When it comes to children, which of the following problems would concern you most about their regular consumption of soda and other sugary drinks -- (READ IN RANDOM ORDER)? ( ) weight gain... 20% ( ) hyperactivity and behavioral problems... 9 ( ) difficulty sleeping or getting to sleep... 3 ( ) cavities and tooth decay... 7 ( ) developing a long-term health condition, like Type-2 diabetes SOMETHING ELSE (VOLUNTEERED)... 1 DO NOT READ{ NOT SURE/DON'T KNOW It is now estimated that over a third of all California children, and about half of the state's Latino and African American children, will develop Type-2 diabetes or other chronic health conditions in their lifetime. How important is it for government and communities to enact policies aimed at reducing diabetes and other preventable health conditions among the state's children very important, somewhat important, not too important or not at all important? VERY IMPORTANT... 59% SOMEWHAT IMPORTANT NOT TOO IMPORTANT... 7 NOT AT ALL IMPORTANT DON'T KNOW/REFUSED I am going to read some actions that government and communities can take to try to reduce diabetes among children and residents in your community. For each, please tell me whether you favor or oppose this action. (READ ITEMS IN RANDOM ORDER, ASKING:) Do you favor strongly, favor somewhat, oppose somewhat or oppose strongly this action as a way to try to reduce diabetes? FAVOR FAVOR OPPOSE OPPOSE DK/ STRONGLY SOMEWHAT SOMEWHAT STRONGLY REF ( ) a. Tax the sale of soda and other sugary drinks and use the money for school nutrition and physical activity programs in the schools... 48% ( ) b. Prohibit the sale of soda and other sugary drinks in cafeterias and vending machines in children s facilities, such as children s hospitals and clinics, child care centers, after school and youth centers... 50% ( ) c. Ensure healthier choices for children s meals in restaurants by serving water or milk as the default beverage, instead of the sugary drinks that usually come with these meals... 53% ( ) d. Require health warning labels on soda and other sugary drinks stating that studies show that daily consumption of soda and other sugary drinks contributes to diabetes, obesity and tooth decay... 54% Which of the following reasons do you feel is the strongest argument in favor of putting a warning label on soda and sugary drinks (READ IN RANDOM ORDER AND RECORD ONLY ONE RESPONSE)? ( ) consumers have a right to know the truth about harmful products... 28% ( ) parents will be able to make more informed beverage choices for their children ( ) we need to do more to combat the epidemics of diabetes and obesity ( ) we should be promoting greater personal responsibility as a way to reduce people s consumption of sugar DO NOT READ NOT SURE/DON'T KNOW... 6 Topline Findings Sugar-Sweetened Drinks Page 2

8 7. I am going to read some statements that medical doctors have made about soda and sugary drinks. For each please tell me whether each makes you more or less inclined to support the state of California imposing a small tax on distributors of soda and other sugary drinks. (READ ITEMS ONE AT A TIME IN RANDOM ORDER, ASKING:) Does this make you more inclined to support, less inclined to support, or have no effect on whether to support the state imposing a small tax on the sale of soda and other sugary drinks? MORE LESS NO DK/ INCLINED INCLINED EFFECT REF ( ) a. Type-2 diabetes occurs more often among those who regularly consume soda and other sugary drinks, costing California taxpayers hundreds of millions of dollars each year in medical bills. Government has a responsibility to tax sugary beverages to recover some of these costs and direct the proceeds to programs to prevent diabetes... 55% ( ) b. California trails all other states in the amount of money it invests per person in diabetes prevention, and a one cent per ounce tax on the distributors of sugary drinks would raise 1 billion dollars annually to help fund diabetes prevention programs... 56% ( ) c. Moneys from the tax would enable California to fund comprehensive school and community-based diabetes and obesity prevention programs for kids around the state, including physical activity and nutrition education programs and access to clean, fresh drinking water in public schools and parks in neighborhoods most affected by the disease... 61% ( ) d. Prevention efforts aimed at keeping children healthy pay for themselves in the long run by improving public health and reducing health care costs... 55% Next, I am going to read some things that beverage companies could do to try to help reduce diabetes among kids in California. For each, please tell me how important you feel it is for the beverage companies to do this. (READ ITEMS IN RANDOM ORDER, ASKING:) How important is it for beverage companies to do this to try to reduce diabetes among the state's kids very important, somewhat important, not too important or not at all important? VERY SOMEWHAT NOT TOO NOT AT ALL DK/ IMPORTANT IMPORTANT IMPORTANT IMPORTANT REF ( ) a. Stop targeting their advertising of sugarsweetened beverages, like Coke, Mountain Dew, Gatorade and other sugary drinks, to low income communities and communities of color... 53% ( ) b. Stop their advertising of sugar-sweetened beverages, like Coke, Mountain Dew, and other sugary drinks, on TV shows that preschoolers and young children watch frequently... 58% ( ) c. Stop their advertising of sugar-sweetened beverages, like Coke, Mountain Dew and other sugary drinks on websites that children visit frequently... 52% ( ) d. Stop entering into marketing contracts on college campuses that promote the availability of sugary drinks with students... 39% Do you agree or disagree that companies that sell soda and other sugary drinks should be required to pay a share of the public health costs associated with treating people with Type-2 diabetes and tooth decay? Do you (agree)(disagree) strongly or somewhat? AGREE STRONGLY... 39% AGREE SOMEWHAT DISAGREE SOMEWHAT DISAGREE STRONGLY DON'T KNOW/REFUSED... 2 Topline Findings Sugar-Sweetened Drinks Page 3

9 California Voter Views About Sugar Sweetened Beverages and Obesity Prevention Policies Conducted by for December 2015 January 2016

10 Population surveyed: Data collection method and sample sizes: About the Survey California registered voters. Telephone interviews with 1,253 registered voters conducted in English and Spanish, including a stratified random sample of 1,003 voters statewide, plus an augmented sample of 250 Latino voters. Interviewing period: December 10, 2015 January 3, Auspices: Weighting: Sampling error estimates: Conducted by on behalf of. Weights were developed to align the results to the proper proportions of voters by race/ethnicity and across other characteristics of the state s registered voter population. Findings from the overall sample have a maximum sampling error of +/ 3.0 percentage points at the 95% confidence level. 1

11 Graph 1 California voters continue to consider unhealthy eating and lack of physical activity as the greatest health risk facing kids Unhealthy eating/ lack of physical activity Greatest health risk 35% 41% 40% Among top 2 health risks 57% 59% 53% Illegal drug use % 26% 27% 40% 43% 49% Violence N/A 13% 14% 27% 31% N/A Alcohol abuse % 6% 11% 15% 16% 26% Smoking % 4% 15% 13% 11% 24% Unsafe sexual behaviors N/A: Not asked in 2003 survey % 4% 1% 11% 10% 28% 2

12 Graph 2a Younger voters and those who ve graduated from college express the greatest concerns about kids unhealthy eating and lack of physical activity Total registered voters Age Among top 2 health risks Greatest health risk 41% 57% or older Education High school graduate or less Some college/trade school College graduate Post graduate work Gender Male Female 57% 52% 40% 34% 28% 27% 38% 43% 55% 43% 38% 3 75% 66% 59% 51% 43% 46% 54% 62% 70% 60% 55%

13 Graph 2b Only modest differences observed across racial/ethnic subgroups, although U.S. born Latinos express greater concerns Among top 2 health risks Greatest health risk Total registered voters Race/ethnicity White non Hispanic Asian American African American* Latino (total) 41% 43% 35% 31% 39% 57% 59% 52% 54% 55% Latino voter subgroups 1st generation American 2nd+ generation American 25% 46% 45% 60% * Small sample base. 4

14 Graph 3 Greater than seven in ten voters see a close linkage between a child regularly drinking sugary beverages and their becoming obese, developing Type 2 diabetes and tooth decay Regularly drinking sugary beverages increases a child s chances of increasing this condition A lot Some A little/ not at all Becoming overweight or obese 75% 18% 6% Developing tooth decay 72% 18% 8% Developing Type 2 diabetes 71% 18% 8% Developing heart disease 47% 30% 17% Note: Differences between 100% and sum of each item s percentage equal proportion with no opinion. 5

15 Graph 4 Developing a long term health condition, like Type 2 diabetes, is voters single greatest concern about kids regularly drinking sugary beverages Cavities/ tooth decay Hyperactivity/ behavioral problems 9% Younger voters, women and ethnic voters are most likely to say this Sleeping difficulties 7% 3% 20% Weight gain Other/ No opinion 6% 55% Developing a long term health condition like Type 2 diabetes Total CA voters Age or older Race/ethnicity White non Hispanic Asian American African American Latino Gender Male Female % Developing health conditions like Type 2 diabetes 55% 55% 49% 49% 51% 58% 57% 52% 64% 64% 58% 67% 6

16 Graph 5 Eight in ten voters believe it s important for government to enact policies to reduce diabetes and preventable health conditions among children Women and ethnic voters, especially lower income Latinos, more likely to say this Very important % Important 17% Not important 22% Somewhat important 2% No opinion 59% Very important Total CA voters Gender Male Female Race/ethnicity White non Hispanic Asian American African American* % 78% 84% 24 74% 20 86% 25 93% Latino (total) % Latinos by annual income Less than $20, % $20,000 $59, % * Small sample base. $60,000 or more % 7

17 Graph 6 Large majorities favor each of four proposed actions that government and communities could take to try to reduce diabetes among children % Favor Ensure healthier choices for children s meals in restaurants by serving water or milk as the default beverage, instead of the sugary drinks that usually come with these meals N/A Strongly 53 Somewhat 26 79% % Oppose 19% Require health warning labels on soda and other sugary drinks stating that studies show that daily consumption of soda and other sugary drinks contributes to diabetes, obesity and tooth decay % 74% 20% 25% Prohibit the sale of soda and other sugary drinks in cafeterias and vending machines in children s facilities, such as children s hospitals and clinics, child care centers, after school and youth centers N/A % 28% Tax the sale of soda and other sugary drinks and use the money for school nutrition and physical activity programs in the schools % 67% 31% 31% N/A: Question not included in 2013 TCE Field Obesity Prevention Survey. Note: Differences between 100% and sum of each item s percentage equal proportion with no opinion. 8

18 Graph 7a Support for taxing the sale of soda and sugary drinks greatest among Democrats, non partisans, females, and low income voters Strongly % Favor Somewhat % Oppose Total California voters % 31% Party registration Democrats % 19% Republicans % 53% No party preference/other % 26% Annual household income Less than $40, % 26% $40,000 $99, % 32% $100,000 or more % 36% Gender Male % 36% Female % 26% * Small sample base. Note: Differences between 100% and sum of subgroup percentages equal proportion with no opinion. 9

19 Graph 7b Among the state s ethnic voters, support for taxing the sale of soda and sugary drinks greatest among African American and Latino voters, especially Latinas and first generation and younger Latinos Total California voters Race/ethnicity White non Hispanic Asian American African American* Latino (total) Latino voter subgroups 1st generation American 2nd+ generation American Strongly % Favor Somewhat % % 71% 13 83% 79% 14 84% 77% % Oppose 31% 37% 29% 17% 20% 16% 22% or older % 76% 87% 12% 22% 23% Male Female % 22 86% 29% 13% * Small sample base. Note: Differences between 100% and sum of subgroup percentages equal proportion with no opinion. 10

20 Graph 8a Each of four arguments in favor of taxing sugary drinks have similar persuasive appeal to the overall electorate % More inclined to support tax % Not more inclined Moneys from the tax would enable California to fund comprehensive school and community based diabetes and obesity prevention programs for kids around the state 61% 38% California trails other states in the money it invests per person in diabetes prevention, and a one cent per ounce tax on distributors would raise $1 billion annually to help fund diabetes prevention programs Type 2 diabetes costs California taxpayers hundreds of millions of dollars each year in medical bills. Government has a responsibility to tax sugary beverages to recover some of these costs and direct the proceeds to programs to prevent diabetes 56% 55% 42% 42% Prevention efforts aimed at keeping children healthy pay for themselves in the long run by improving public health and reducing health care costs 55% 42% Note: Differences between 100% and sum of each item s percentage equal proportion with no opinion. 11

21 Graph 8b Arguments in favor of taxing sugary drinks have greater appeal to ethnic voters, especially Latinos, than to white non Hispanics % More inclined to support tax White non Hispanic Asian American African American Latino Moneys from the tax would enable California to fund comprehensive school and community based diabetes and obesity prevention programs for kids around the state 53% 62% 72% 78% California trails other states in the money it invests per person in diabetes prevention, and a one cent per ounce tax on distributors would raise $1 billion annually to help fund diabetes prevention programs 51% 55% 61% 69% Type 2 diabetes costs California taxpayers hundreds of millions of dollars each year in medical bills. Government has a responsibility to tax sugary beverages to recover some of these costs and direct the proceeds to programs to prevent diabetes 50% 57% 51% 70% Prevention efforts aimed at keeping children healthy pay for themselves in the long run by improving public health and reducing health care costs 49% 55% 60% 67% 12

22 Graph 9a Support for health warning labels on soda and sugary drinks greatest among Democrats, non partisans, women and low and moderate income voters Strongly % Favor Somewhat % Oppose Total California voters % 20% Party registration Democrats % 12% Republicans % 37% No party preference/other % 16% Annual household income Less than $40, % 17% $40,000 to $99, % 20% $100,000 or more % 27% Gender Male % 26% Female % 16% * Small sample base. Note: Differences between 100% and sum of subgroup percentages equal proportion with no opinion. 13

23 Graph 9b Among the state s ethnic voters, support for health warning labels on soda and sugary drinks is greatest among African American and Latino voters, especially Latinas Strongly % Favor Somewhat % Oppose Total California voters % 20% Race/ethnicity White non Hispanic Asian American African American* Latino (total) % 78% 17 82% 17 86% 24% 18% 18% 13% Latino voter subgroups 1st generation 2nd+ generation % 85% 12% 15% or older % 86% 85% 13% 13% 14% Male Female % 89% 18% 10% * Small sample base. Note: Differences between 100% and sum of subgroup percentages equal proportion with no opinion. 14

24 Graph 10 No consensus among voters about which of four arguments in favor of health warning labels is most persuasive Promoting personal responsibility somewhat more persuasive to warning label opponents None/No opinion 21% 19% 1% 26% 5% 17% Need to combat diabetes/obesity epidemic 21% Parents can make more informed choices for their kids 29% Promote greater personal responsibility to reduce sugar consumption 28% Consumers have a right to know 9% 20% 38% 33% 22% 11% Supporters Opponents 15

25 Graph 11 Large majorities of voters believe it is important for beverage companies to change their marketing policies to help reduce diabetes among kids Very % Important Somewhat % Not important Stop their advertising of sugarsweetened beverages on TV shows that preschoolers and young children watch frequently % 21% Stop their advertising of sugarsweetened beverages on websites that children visit frequently % 22% Stop targeting their advertising of sugarsweetened beverages to low income communities and communities of color % 23% Stop entering into marketing contracts on college campuses that promote the availability of sugary drinks with students % 34% Note: Differences between 100% and sum of each item s percentage equal proportion with no opinion. 16

26 Graph 12a A majority of voters agree: Companies that sell soda and other sugary drinks should be required to pay a share of the public health costs associated with treating people with Type 2 diabetes and tooth decay Agreement greatest among Democrats, non partisans and women % Agree % Disagree 2% No opinion Total CA voters 57% 41% Party registration 26% Disagree strongly 15% Disagree somewhat 18% Agree somewhat 39% Agree strongly Democrat Republican No party preference/ other Gender Male 69% 33% 60% 51% 28% 65% 36% 46% Female 61% 36% Note: Differences between 100% and sum of each item s percentage equal proportion with no opinion. 17

27 Graph 12b Among ethnic voters, support for beverage companies to pay a share of public health costs greatest among African Americans and first generation Latinos % Agree % Disagree Total registered voters 57% 41% Race/ethnicity White non Hispanic Asian American African American* Latino (total) 47% 69% 71% 75% 50% 31% 24% 27% Latino voter subgroups 1st generation 2nd+ generation 63% 86% 13% 34% * Small sample base. Note: Differences between 100% and sum of each item s percentage equal proportion with no opinion. 18