Non alcoholic beverages (NAB) consumption in Nigeria has been steadily increasing over the years to the point where nearly half of the populace are consumers of these products. This study seeks to determine the role played by socioeconomic characteristics in driving consumption of some selected NABs particularly juice and carbonated soda in Sokoto metropolis of Nigeria. To adequately capture the variables of interest, specifically, location and ethnicity variables, the metropolis was grouped into four clusters, namely Peri-urban, Sokoto main, G R As, and Resident community. In each of the clusters one hundred households were randomly selected to arrive at a sample size of four hundred households. Descriptive, OLSMR and probit analytical tools were used to analyse the data collected. The results shows that about 59% and 71% of the respondents consumed juice and soda respectively while the per capita consumption of juice was slightly higher than that of soda which were 7.57 and 7.32 litres respectively. Household sizes, education and economic status of the household heads play a significant role in determining the consumption level of both juice and soda. While gender and location significantly affected the respective consumption of juice and soda in the metropolis. In both cases gender and household sizes where negative while the rest where positive. The probit analysis showed that age and household sizes negatively affected the probability of both juice and soda consumption, while education and economic status of the household heads positively determined the probability of consumption of the two beverages in the metropolis. Finally, while gender has a negative effect on the probability of juice consumption, ethnicity of the household heads played a positive role in the consumption probability of soda beverages. The study concluded that an improvement in the consumption of NABs in the metropolis requires policies aimed at encouraging the citizenry to have a smaller family size, sound education and raising their real incomes. While the manufacturers should be encouraged to fortify their carbonated drinks with nutrients.
Juice, Soda, Sokoto metropolis, Probit, OLSMR, Consumption