Table 2.

Themes and sub-themes emerging from an open-ended survey question regarding customer perceptions, experiences and opinions of the SSB-reduction initiative (n 227)

Theme	Sub-theme	Example quotes
Health-related messaging	Reduction of sugar is good for health	‘Anything that reduces sugar is a good idea’. Female, >65 years old
	Soft-drinks are unhealthy for you	‘Soft-drinks are evil, bad for your teeth, bad for your weight, water’s where it’s at’. Female, 45–54 years old
	Protective for children and easier for parents	‘Kids see the unhealthy food at the counter and want it’. Female, 35–44 years old
Affirmation of initiative	Initiative is in line with the heath-promoting nature of centres	‘YMCA is promoting health so no soft-drinks should be given’. Male, >65 years old
	Commend YMCA on implementing initiative and taking a leadership role	‘Lovely that YMCA is taking a leadership role in this’. Female, 55–64 years old
Efficacy of the initiative	Will be effective as ‘out of sight out of mind’ mentality	‘Makes it easier for parents if soft-drinks and junk food aren’t in sight’. Female, 45–54 years old
	Will not be effective as people will purchase elsewhere	‘They’ll just get it somewhere else’. Male, >65 years old
	Soft-drinks should be limited in other settings as well	‘Sports centres are a small portion of people’s lives, changes need to be much broader to effect on a community level’. Female, 35–44 years old, high SEP
Choices and responsibility	Adults should be allowed a choice	‘I’m old fashioned and think people should be able to choose for themselves, but I guess it’s a good thing’. Female, >65 years old, high SEP
	Need to have other choices to switch to	‘As long as they don’t have other drinks that have just as much sugar in them’. Male, 35–44 years old, low SEP