‘If you’re serious about losing weight, why are you drinking all those Cokes?’: a critical discourse analysis of interviews on sugar-sweetened beverages amongst residents of a middle to upper class neighborhood in Winnipeg, Manitoba

Sugar-sweetened beverages (SSB) have been identified as a health policy target, due to their associations with weight gain. However, fatness or ‘obesity’ is associated with stigma, and for ‘obese’ children, mother blame; thus, SSB policies must be evaluated for their potential to reinforce existing forms of stigma. The purpose of this study was to explore discourses mobilized in discussion of SSB consumption and purchasing amongst residents of a middle-upper class neighborhood in Winnipeg, Canada. We conducted a critical discourse analysis of qualitative interviews from 2019, with English-speaking, adult participants using purposive sampling. Eighteen participants were recruited; fifteen were women, all self-identified as white and spoke about (grand)parenting. Considerations of weight stigmatization informed analysis. Participants utilized a personal responsibility discourse to determine the acceptability of SSB purchasing and consumption. Negative emotions, or judgements, shaped discussion of regular SSB consumption, consumption by higher-weight individuals, or consumption in specific contexts, which were unacceptable. Parental responsibility was a discourse applied to children’s SSB intake and elicited judgmental language, particularly among mothers. The discourses utilized by dominant social groups are stigmatizing, particularly when directed towards higher-weight individuals, leading to maternal blame. Therefore, the impact of SSB policies on stigma, including weight-based stigma, should be carefully considered prior to implementation.