TRANSFORM Pakistan Campaign says higher taxes on sweetened beverages can reduce diabetes and other non-communicable diseases
A coalition of civil society organisations and public health professionals working under the TRANSFORM Pakistan Campaign has urged the government to increase the Federal Excise Duty (FED) to 40 per cent on all sweetened beverages, including juices and fruit juices without exception, in the upcoming Budget 2026-27.
The coalition warned that Pakistan is facing an alarming rise in non-communicable diseases (NCDs), driven largely by unhealthy diets and the growing consumption of sugary drinks. According to the campaign, Pakistan currently has one of the world’s highest diabetes burdens, with an estimated 35 million adults living with the disease, placing immense pressure on families, communities and the healthcare system.
A press release issued by the coalition stated that if immediate policy measures are not adopted, the number of people living with diabetes in Pakistan could double to 70 million by 2050. It added that the annual cost of diabetes management has already exceeded US$2.6 billion, nearly twice the size of Pakistan’s annual instalment under the International Monetary Fund (IMF) programme.
Munawar Hussain, a health and nutrition policy expert, said scientific evidence from both Pakistan and other countries demonstrates that taxing all sweetened beverages is an effective policy tool for reducing consumption and preventing obesity, diabetes, cardiovascular diseases and other NCDs.
Dr Saba Amjad, Chief Executive Officer of Heartfile, stressed that all sweetened drinks, including fruit juices, contribute to an increased risk of serious health conditions such as diabetes, stroke and heart disease, regardless of whether the sugar is naturally occurring or added. She emphasised that public health policies should be based on scientific evidence and international best practices.
Afshar Iqbal, Director Communications and Advocacy at Pakistan Youth Change Advocates (PYCA), cautioned against what he described as misleading claims by segments of the food and beverage industry that packaged fruit juices are healthy because they contain no added sugar. He noted that such assertions contradict scientific evidence and guidance from the World Health Organization (WHO), which classifies fruit juices as a source of free sugars and recommends measures, including taxation, to limit their consumption.
Mukhtar Ahmed Ali, Executive Director of the Centre for Peace and Development Initiatives (CPDI), said the forthcoming federal budget presents an important opportunity for policymakers to prioritise public health and address the increasing economic burden associated with diet-related diseases.
He added that revenue generated through higher taxes on sweetened beverages and juices should be directed towards health promotion initiatives and disease prevention programmes aimed at improving public health outcomes across the country.
The coalition called on the government to adopt evidence-based fiscal policies in Budget 2026-27 to discourage excessive sugar consumption and help tackle Pakistan’s growing diabetes crisis.
