The Role of Sugar Sweetened Beverages for increasing non-Communicable diseases in Pakistan



Blog Writing

Competition -2021




Title: The Role of Sugar Sweetened Beverages for increasing non-Communicable diseases in Pakistan




Candidate Details:


University Name IQRA UNIVERSITY – Airport Campus – Karachi
Program Enrolled MBA (HRM)
Contact No. 0332-2000-134
Postal Address House No A-63, Moria Khan Society, Near Madina Masjid , Stargate, Karachi
Title The Role of Sugar Sweetened Beverages for increasing non-Communicable diseases in Pakistan









Blog Writing Competition – Topic The Role of Sugar Sweetened Beverages for increasing non-Communicable diseases (NCDs) in Pakistan


Worldwide Non-Communicable diseases are responsible for around forty-three million deaths each year. And that number is rising as a result of urbanization, diet, alcohol and tobacco use, specially the increased consumption of artificial sweeteners and sugars in cold drinks, flavored milks and juices. The sedentary life styles and population aging is basically being the core reason behind this. At Eid and every festival in Pakistan, these artificial drinks and sugar sweetened beverages are being served as the status symbol for the guest and the host family itself, Children really feel honored when they get success in having a treat of “Botal” (Cold Drink or Juices etc.).

In everyday life, these “Botal” named status drinks may also include soda and flavored milk with other nominal juice brands prevailing in the market. These gifts provide us often the platter of high calories with a very low or zero level of nutrition. These sugar sweetened drinks not only harmful but also addictive in many forms.

The cardiovascular disease, stroke, kidney disease, diabetes, respiratory conditions, mental health and cancer all take a terrible toll on societies. These NCDs are basically responsible for the eighty five percent of the premature death. But that burden is not equally distributed, because more than three quarters of all NCD deaths occur in low- and middle-income countries. As per the WHO data, on each year approximately one hundred and seventy-five million people are suffering from the NCD. And NCDs are responsible for 71 deaths every year. These sugar sweetened beverages drinks and juices have potential addictive nature and the properties which are responsible for their high consumption in adults and the children of next ages.

We must have to develop an understanding of these Sugar Sweetened Beverages (SSBs). Basically, these are any form of potable liquid consisting of artificial sugar or brown sugars. Also, the corn sweeteners and the syrup in which they are dipped and served for consumption. This SSB also include the dextrose and fructose the items with high intensity of maltose in the form of raw sugar and sucrose.  These may contain high calories level which are basically considered as the “Empty Calories”. That means consumption of these calories may not satisfy as much as of carbohydrates. Hence there will be an increased level of appetite that may lead to obesity and over weight problems.

Different studies regarding the reaction of these sugar sweetened beverages have provided the evidence that the members of the survey were from the similar to the effects of usage of addiction substances. The National Nutrition Survey has confirmed that the obesity and overweight factor is being significantly increased in the women who are in an age of being pregnant or expecting a child. These women are basically classified as WRA (Women of Reproductive Age). WRA has shown an extra percentage of getting obese because of the rising trend of these sugar sweetened beverages. These things may lead to undue cravings and brain stimulation for the consumption of these drinks which result in undue utilization of increased glucose level by the body.

Pakistan has topped the rank of being the 4th highest in cases of diabetes which are consistently being on a trend of rise in the shape of hyperbola. This disease is showing a matter of concern for the high blood glucose level not only in elders but also emerging in the youth of the age 18-40. Pakistan’s survey has shown us that approximately five thousand million liters are designated for the carbonated drinks which are currently worthen of an amount of about five hundred million rupees. The bracket for the energy drinks have captured the market of seven hundred million rupees with a consumption rate of three hundred million liters. These are having a projection of more than nine percent as a growth rate in terms of consumption.

South Asian countries including Pakistan, is a region where high rates of non-communicable diseases sit alongside significant problems with infectious and communicable diseases. Understandably, local research priorities have long been dominated by the infectious disease threat. Much of the NCD research conducted in high income countries of limited value. Environmental, genetic and metabolic factors in south Asia differ from those seen in Europe and north America. The drinking just one soda in a single day increases a chance of twenty seven percent increase in weight for adults and fifty five percent for children, as pre data gathered from the recent research surveys about the obesity thanks to which our juice and beverages industries are going to expand up to market capitalization of three hundred and fifty billion of worth.

As compared from solid dietary supplements, liquid calories in the prevailing sugar sweetened drinks and beverages cannot satisfy you as much as from eating the other food. In January 2020, the academy of medical sciences and the national academy of sciences of Sri Lanka held a 2-day workshop on non-communicable diseases in south Asia, and how to address them in the context of the world health organization’s sustainable development goals. There must be introduced certain Food Policy programs and national and provincial level. There should be certain enhanced duty taxes upon the sugar sweetened beverages and there must be certain labeling program for the public awareness. Liquid Sugars are basically absorbed in the body pertaining very quick in manner by the liver as compared to solid sugars and change the body’s level of glucose. This increase in the glucose level in the body affects the working of pancreas and the disturb the formulation of insulin followed by increased cholesterol level. The whole processes increase the fast mechanism of metabolic activity which are responsible for the increase of high blood pressure and inflammation. This High BP leads to the risk of diabetes, heart malfunction and tooth decay and liver improper functioning.

Across the different diseases considered by the partners from around the world, a remarkable commonality of preventative intervention was apparent, A focus on early life, diet, the risks of tobacco and alcohol, exercise and the indoor and outdoor air pollution. Targeting these factors together, a common strategy has the potential to make a huge impact. There should be certain restrictions upon the thrilling advertisements and the referral marketing campaigns who are responsible for the promotion of these sugar sweetened beverages. And also, the food authority should put forward a regular check upon these unhealthy products of sugar sweetened drinks and juices so that end consumer might become able to choose healthy and non-hazardous drinks.

There are also significant opportunities to identify risk factors and advance research through cross-disciplinary regional collaboration – driven by local priorities and needs. Basically, our environmental ecosystem is currently under the medical emergency because of Overweight and obesity which are further classified as the major resources of NCDs. On the basis of Body Mass Index (BMI) our children are getting extra weight which is not recommended fort the kids of the age of 5-19 years. This has shown a clear impact of an extra consumption of sugar sweetened beverages. The abnormal and excessive fat accumulates to impair the health.

Many of our workshop participants are starting to work together to form a research consortium. And though there is no one simple solution, the optimism and engagement on display promises to be just the beginning of greater collaboration and increased capacity in the region. A formulated text structure of authorities should be imposed upon the dealing and trading of such sugary beverages in order to discourage their consumption. World Health Organization’s guidelines should be imparted to general public and to all incumbents in the form of recurrent sessions and refreshers from time to time, for the awareness and the modulation of the strict control over the spread of such potable drinks of unhealthy nature. The universal healthy food policies should be implemented in the societies because these are not expensive but also the cost effective in many terms so that the awareness can be reached to more people than any individual followed by the prescribed strategies. Industries should be advised to make it possible to cost-shift or even decide to make it worthy to produce edible products rather that the potable products. More over the responsiveness of inflation may also lead up in a Win-Win direction in order to align the strategic objectives of controlling the consumption of sugar sweetened beverages and their impact on increasing the aforementioned critical and lethal Non communicable diseases.

We, as a nation, are truly committed to thrive as a state having an enhanced control over these diseases and formulate the healthy environment for us and the coming future generation which might also would be our humble contribution towards our bellowed earth for its protection and the sustainability. As we all know that the best investment if anyone can ever make is basically the investment in our own health, which may return out as more than ever expected from any other investment. In the last, we may conclude with the message that the healthy lifestyle is basically an outfit which can only be adored by us and it is different for different perspectives because nothing can come as much presentable as to feel healthy.


End of Blog – Total 1528 Words



Works Cited



The author is a graduating MBA of IQRA University Karachi and is also a member of National Idea Bank (NIB) as innovator and partner. The Author has also presented his idea among the platform of National Entrepreneurship Competition in Health Sector category.



Recommended Readings,gout%2C+a+type+of+arthritis.



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1: Topic relevancy: Author remained relevant to the topic

2: Write up Quality: Good

3: Information/ Facts & figures authenticity and references: Quite relevant facts as compared to other contestants are given

4: Discussion on solution of emerging problem: Given

5: Coverage of all aspects of given topic

6: Should be more than 1000 words: Yes

7: Overall quality and impact potential of blog: Good