Soft drink sector cuts sugar content by 38.2%

The Dutch soft drink sector is still firmly focused on reducing sugar content. And it’s paying off: by 2024, the average sugar content in soft drinks had dropped by 38.2% compared to 2012. That means the 30% reduction target for 2025 hasn’t just been met — it’s been far exceeded.

The sugar reduction is part of the National Prevention Agreement. Under this agreement, soft drink producers committed to reducing calories in soft drinks by 25% in 2020 and by 30% in 2025. That final target was already reached in 2021. The 2024 figures show that the downward trend is continuing.

Less sugar through innovation and behaviour

The drop in sugar is largely due to changes in the product range. There are now many more light and zero-calorie options, smaller package sizes, and reformulated recipes. On top of that, consumers are making more conscious choices. According to the 2023 Frisse Dranken Study by FWS, healthier options are gaining ground.

Tax pressure remains a point of debate

At the start of 2024, excise duties on soft drinks and juices were raised by nearly 200%. That’s a significant increase, and producers are calling for a tiered tax system based on sugar content — one that also includes other sugary products, not just soft drinks. It has since been confirmed that sweetened dairy drinks will be included in the sugar tax, although the timing is still unclear.

Despite the heavier tax burden, the sector remains committed to further reducing sugar and contributing to a healthier diet.

Fws.nl