Beverage numbers

As the author of a University of Maine study on the fiscal and economic impacts of the beverage taxes associated with Question 1, I would like to respond to comments about my estimates of annual soft drink sales in Maine.

Several individuals quoted in recent Bangor Daily News articles have suggested that my estimates, based on a per-capita consumption figure of 52 gallons per year, are too high. I disagree.

To put my numbers into perspective, I refer to an extensive United States Department of Agriculture study that found, in 1997, “Americans consumed an average of 53 gallons of carbonated soft drinks.” A 2001 report by the American Dental Association uses these figures. Beverage industry officials and health care advocates would likely agree (here, I am only speculating) that soft drink consumption has increased since that time.

If you account for such an increase since 1997, as well as the idea that Mainers likely consume fewer soft drinks than the national average, my assumption of 52 gallons of per-capita consumption per year seems reasonable. This means that the typical Mainer drinks slightly less than one 20-ounce bottle of soda per day. I suspect that I “pull up” that average.

I encourage interested readers to take a look at my study available on the University of Maine’s website.

Todd Gabe

University of Maine