35% sugar reduction in soft drinks: target exceeded

The Dutch soft drinks sector has reached a significant milestone with a 35.3% reduction in sugar content since 2012. This achievement surpasses the goals set out in the National Prevention Agreement and underscores the industry's commitment to contributing to a healthier society. Led by the Nederlandse vereniging Frisdranken, Waters en Sappen (FWS), the sector continues to innovate and adapt to the needs of health-conscious consumers.

Innovation driving progress

The substantial reduction in sugar content in soft drinks results from a combination of product innovations and targeted marketing strategies. According to Taco Juriaanse, director of FWS, these results demonstrate that voluntary measures can be effective. Since the signing of the National Prevention Agreement, FWS members have invested in developing low-calorie drinks and healthier alternatives. This has led to a growing range of light and zero-calorie drinks available in both supermarkets and the hospitality sector. Recent data from RIVM and FWS confirm that consumers are increasingly opting for low-sugar options, contributing to a decrease in the share of sugar intake from non-alcoholic beverages.

Consumption tax raises concerns

Despite these positive developments, the government significantly increased the consumption tax on soft drinks and juices in January 2024. This tax, viewed by some as unfair, has sparked debate within the industry. Juriaanse argues that the current tax seems more focused on generating revenue for the government than on promoting public health. FWS advocates for a differentiated tax that considers the sugar content of products. According to recent research, such taxes are more effective and fairer without placing undue financial burden on consumers.

FWS remains willing to contribute constructively to health policy, provided it is implemented in a fair and effective manner.

Fws.nl