Pakistan must continue smartly reform and increase taxes on all sweet drinks to curb deadly NCDs. General Kiani

City Desk
Islamabad: General Masud-ur-Rehman Kiani, a renowned cardiac surgeon, former commandant Armed Forces Institute of Cardiology and President of the Pakistan National Heart Association (PANAH), has reaffirmed the urgent need to maintain and strengthen fiscal measures on all sweetened beverages, including juices and related products, as a critical public health intervention during finance bill 2026-27.
“Pakistan is facing a national health emergency that requires strong and sustained action,” he said. “Increasing taxes on all sweetened beverages including juices by 40% in the Finance Bill 2026–27 should be a cornerstone of the country’s disease prevention strategy. The health and well-being of our children and future generations must remain a national priority and cannot be compromised.”
He emphasized that evidence-based taxation policies can play a vital role in reducing the consumption of unhealthy products, curbing the rising burden of non-communicable diseases, and protecting public health.
He further added that one of the reason of growing burden of deadly diseases in Pakistan is the low excise taxes on sweetened beverages and juices compared to many countries in the region and around the world. In contrast, numerous countries have adopted stronger fiscal measures to reduce the consumption of sweetened drinks including juices to protect public health. Saudi Arabia and several Gulf countries impose a 50% excise tax in addition to a 10% VAT, resulting in a combined effective tax rate of 60%. The Maldives applies a levy of USD 2.25 per litre on sweetened beverages, while India has 40% tax on sweetened beverages.
A 2022 World Bank analysis recommended the introduction of a 50% excise tax on all sweetened beverages including juices to reduce per capita consumption and improve public health outcomes. The analysis projected health gains equivalent to 21 disability-adjusted life years (DALYs) per 10,000 populations, an economic health benefit valued at USD 7 million, and an increase in annual tax revenues of approximately USD 51 million. These significant health and economic gains underscore the importance of evidence-based fiscal policies aimed at reducing the consumption of sweetened drinks and addressing the growing burden of non-communicable diseases.
He said that it is pertinent to mention that fruit juices are classified as sugar-sweetened beverages by leading global health authorities, including the World Health Organization. These products often contain high levels of free sugars derived from concentrates and other formulations, while offering no or low nutritional values but high risk of diseases. Regular consumption of sweetened beverages and juices is associated with an increased risk of obesity, type 2 diabetes, cardiovascular disease, stroke, and several types of cancers, particularly among children and adolescents. Consequently, public health guidelines around the world discourage their routine consumption.
Providing any tax relief on juice also risks creating consumer deception. Consumers may interpret such policy concessions as a government endorsement that these products are healthy or safe for frequent consumption. This perception would contradict scientific evidence and public health recommendations, potentially increasing consumption of juices under the mistaken belief that they are beneficial for health.
Pakistan is facing a severe and rapidly escalating epidemic of non-communicable diseases (NCDs). National health data paints an alarming picture: cardiovascular diseases account for nearly one-third of all deaths in the country; diabetes affects approximately 31% of adults—one of the highest prevalence rates in the world; obesity continues to rise, with nearly 40% of adults classified as overweight or obese; and Pakistan spends an estimated PKR 2.6 billion annually on diabetes management, an amount that exceeds the country’s annual installment payments to the IMF. Scientific evidence shows that excise taxes on all types of sweetened beverages, including fruit juices, are an effective policy tool for reducing consumption of these products and helping prevent NCDs.
PANAH firmly maintains that public policy must be guided exclusively by independent scientific evidence and the imperative of protecting public health. Evidence-based fiscal and regulatory measures must remain fully protected from any dilution, ensuring a healthier future for Pakistan and safeguarding the well-being of generations to come.