Sugar reduction

EUROPEAN SOFT DRINKS INDUSTRY

ACCELERATES SUGAR REDUCTION TO DELIVER A FURTHER

10%

FROM 2015-2020

European soft drinks industry

BUILDING ON THE 12% REDUCTION ALREADY ACHIEVED SINCE 2000 AND TRIPLING THE REDUCTION PACE

Addressing changing consumer preferences

Responding to the EU call for reformulation and sugar reduction across the food industry

The first sector to answer the EU added sugars annex and its 10% sugar reduction target

1. OUR SUGAR REDUCTION JOURNEY SO FAR

In soft drinks sugar

IN SOFT DRINKS SUGAR = THE SOURCE OF CALORIES

An early mover in added sugars reduction, our journey began in the 1970’s when the first no sugar and calorie drinks were introduced

Since 2000 we have been measuring our sugar and calorie reductions. In 2006 we made wide commitments to reduce calories and sugar to the EU Platform for Action on Diet, Physical Activity and Health

Our industry is already actively working on sugar reduction with governments and stakeholders in multiple member states, and has signed local reduction pledges

2. ACHIEVEMENTS


-12%
average calorie
reduction from 2000-2015

+150% increase in availability of pack sizes smaller than 330ml (standard can) since 2006

30+ different packs to choose from

66% of new product introductions are no and reduced sugar

30% of sales in some EU markets are no and low sugar/calorie drinks

3. CHALLENGES

DIFFERENT TASTES AND CONSUMER PREFERENCES ACROSS EUROPE

(Canadean, 2016, % sales of reduced and no sugar drinks, excluding water)

4. COORDINATED EU POLICY ON REFORMULATION & SUGAR REDUCTION

We welcome the EU policy approach:

  • Partnership based, involving all stakeholders
  • Flexibility to optimise tools available to reflect local situations
  • Allows us to deliver effciency, speed and scale
  • We hope other food categories will follow suit to generate critical mass

5. ACCELERATION OF THE SPEED AND SCALE OF ACTIONS

Tripling the pace of added sugars reduction between 2015-2020 (vs 2000-2015)

10% aggregate sugars reduction across Europe, impacting over 500 million consumers

Progress will be monitored using independent third party auditors and shared with stakeholders

6. EMPLOYING A WIDE ARRAY OF TOOLS TO ACHIEVE OUR AMBITIOUS TARGET
AND REDUCE THE SUGAR MIX ACROSS THE SOFT DRINKS PORTFOLIO

Reformulating existing products including the use of low calorie sweeteners

Innovating to introduce new products with no or reduced sugar, including the use of low calorie sweeteners

Increasing availability of smaller pack sizes to increase portion control and moderation

Investing in the promotion of drinks with reduced or no sugar to encourage consumer choice

7. INNOVATION AND SUGAR REDUCTION IN ACTION

INTRODUCING SMALLER PACKSIZES
Average 330ml can of regular carbonated soft drink = 36g sugar

250ml = 27.5g sugar
-24%
200ml = 22g sugar
-39%
150ml = 16.5g sugar
-54%

REFORMULATING EXISTING DRINKS

At least 30% less sugar in a.o FR, CZ, PL, NL, CY, EL, IT, DK, NO
35% less sugar PT, IT, UK
45% less added sugar
 At least 30% less sugar in a.o UK, ES, FR
10% less added sugar
At least 30% less sugar in a.o PL, AT, FI, UK, FR, BE, IE, NL, CY, EL, ES, CZ, SK, H, BG
5% less added sugar

INTRODUCING PRODUCTS REDUCED IN SUGAR OR WITH NO SUGAR AT ALL

Pepsi Next 30% less sugar
Pepsi Max no sugar, no calories
Coca-Cola Life at least 45% less sugar
Coca-Cola Zero Sugar no sugar, no calories
No added sugar FR, BE
No added sugar FR, BE, CH, NL
40% less sugar FR
No sugar FR, BE, CH
30% less sugar FR, BE

PROMOTING DRINKS REDUCED IN SUGAR OR WITH NO SUGAR

The UK’s leading companies increased their collective advertising spend on low and no calorie drinks by 49% in 2014

In Germany, between 2010 and 2014, Coca-Cola increased by 40% the marketing & advertising spends for low/no calorie drinks

In Italy, between 2014 and 2016, SBFE advertising spends on low/no calorie drinks increased by 70%

42% of soft drinks sold in Norway are no or low sugar, containing less than 20kcals per 100ml

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