NEW YORK – A report released this week shows the strongest signs of progress to date toward the collaborative national effort to reduce the calories that Americans get from beverages. The latest results are from an independent analysis of the Beverage Calorie Initiative, an agreement among the Alliance for a Healthier Generation, the American Beverage Association, The Coca-Cola Co., Keurig Dr Pepper and PepsiCo that aims to reduce per-capita consumption of beverage calories by 20% by 2025. In May 2018 NACS announced it was joining the groups to support their efforts to reduce sugar consumed from beverages.
The analysis conducted by Keybridge LLC found that beverage calories per person fell approximately 1.5% between 2016 and 2017 amid company-led efforts to grow consumer interest in reduced- or zero-sugar beverage options. Since the launch of this effort in 2014, per-capita consumption has fallen from an estimated 201.9 to 199.1 calories per day.
“Healthier Generation is proud to play a key role in this landmark initiative, and we are encouraged by this year’s progress toward the 20% reduction goal,” said Anne Ferree, chief strategy and partnership officer at Healthier Generation, in a press release. “We know there is more work to be done to achieve this ambitious goal, but these results are a testament to the power of evidence-driven agreements between corporations and nonprofits to profoundly impact public health.”
Much of the progress is driven by packaged beverages—bottles, cans and packs—sold in grocery stores, drug stores, dollar stores, convenience stores and other large store chains, according to the Keybridge report. Beverage calories per person per day are down 6% in these stores, which make up 60% of the beverage market. The pace of per-person beverage calorie reductions within these important sales channels is on target to reach 20% by 2025.
Beverage calories consumed from purchases made at other locations, such as restaurants and independent corner stores, have leveled off after two years of increases. These results come as beverage companies have implemented new strategies to support people in moderating the sugar and calories they get from beverages.
“America’s leading beverage companies are committed to significant actions to support consumers in their efforts to reduce the sugar their families get from beverages, and they are leveraging their renowned strengths in innovation, marketing and distribution to do so,” said Susan Neely, former president and CEO of the American Beverage Association. “While this is just the beginning, there is no doubt that this is the strongest show of progress towards the national calorie reduction goal since the announcement of this critical public-private partnership.”
Download the report here (PDF).