# Sugar-Taxing Cities This UK City is the First to Impose a Voluntary Sugar Tax to Fund Kids' Health By Cadhla Gray | Published 2015-10-12 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/sugar-tax References: [psfk](http://www.psfk.com/2015/10/brighton-voluntary-sugar-tax-diet-related-diseases-obesity.html) & [independent](http://www.independent.co.uk/news/people/jamie-oliver-launches-health-tax-in-brighton-to-crack-down-on-citys-sugar-consumption-a6680731.html) Following the advice of celebrity chef Jamie Oliver, Brighton and Hove is becoming the first city in the UK to impose a voluntary sugar tax on [sweet soft beverages](https://www.trendhunter.com/trends/unsweetened-soft-drinks). Stores in the city are able to choose whether to impose the 10% tax or not, but many are encouraged as the money will go to a [children's heath and food education fund](https://www.trendhunter.com/trends/innocent-drinks-and-coop). The city council made this change after analyzing the high rates of obesity in the city and noting that £80 million went to diet-related diseases in 2012 alone. In addition to the sugar tax, the city is also ensuring there are [healthy options in vending machines](https://www.trendhunter.com/trends/tropicana-fresh-light) in government and health care buildings as well as food education in primary schools. Finally, a hashtag, #SugarSmartCity has been started to encourage bragging and sharing of healthy eating practices. ## Trend Insights (Trend Hunter) - Score: 3.6/10 - Popularity: 33% | Activity: 66% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha, Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### What Makes This Trend Stand Out - **Voluntary Sugar Tax:** More cities may follow Brighton and Hove's lead in implementing voluntary sugar taxes to fund health and education initiatives. - **Healthy Vending Machines:** The implementation of healthy vending machines in government and health care buildings is a growing trend driven by a desire for healthier snack options. - **Food Education in Schools:** Providing food education to children in primary schools may become a popular trend as more cities strive to combat obesity and promote healthy lifestyles. ### Sectors Adopting This - **Beverage Industry:** The beverage industry may need to adapt to changes in consumer preferences and increased taxes on sugary drinks by offering healthier drink options. - **Healthy Snack Industry:** As more cities implement healthy vending machines, there is an opportunity for the healthy snack industry to grow and offer a wider variety of options. - **Education Industry:** The education industry may see opportunities for growth and innovation as more schools incorporate food education and healthy lifestyle programs into their curriculums. ## Related on Trend Hunter - [English Weight Loss-Rewarding Programs](https://www.trendhunter.com/trends/headup.md) - [Architectural Sugar Sculptures](https://www.trendhunter.com/trends/a-story-of-salt-and-sugar.md) - [Honey-Sweetened Soft Drinks](https://www.trendhunter.com/trends/hive-mind-honeyade.md) - [Reduced Sugar Gummy Candies](https://www.trendhunter.com/trends/rowntrees-gummies.md) - [Fruit-Forward Sugar-Free Sodas](https://www.trendhunter.com/trends/tango-berry-peachy.md) - [Prepackaged Reduced Sugar Cakes](https://www.trendhunter.com/trends/mr-kipling-deliciously-good.md) - [Branded Health Coalitions](https://www.trendhunter.com/trends/alliance-to-control-excessive-sugar.md) - [Vegan Stevia-Sweetened Candies](https://www.trendhunter.com/trends/foxs-glacier.md) - [Health-Minded Sugar-Free Candy Ranges](https://www.trendhunter.com/trends/stockleys-sugarfree-candies.md)