Report on the taxation of sugary drinks
Since their introduction, annual sales of energy drinks have continued to grow. In Quebec, the proportion of people who consume them on a daily basis is on the rise.
According to a Léger survey, in 2021 nearly four out of five young people aged 15 to 24 had previously consumed energy drinks and more than half of them reporting consuming energy drinks several times a year2.
Energy drinks are sugary drinks first and foremost, but the presence of high amounts of caffeine and stimulating ingredients is an additional cause for concern.
Given their composition and health risks, several organizations and health professionals advise against the consumption of energy drinks by vulnerable groups such as pregnant women and young people.It is also recommended to avoid mixing energy drinks with alcohol (or other depressants) and to avoid consuming them during physical and sporting activities.
Distributing products for free is a marketing strategy often used in busy public places. Companies offer free samples to introduce new products to consumers and reinforce their brand’s visibility.
This type of distribution is common in busy neighbourhoods, near metro stations, schools and universities, as well as during public festivals and sporting events.
The city of Salaberry-de-Valleyfield has banned the free distribution of energy drinks on its territory. To find out more, check out our case study.
The sugary drinks industry deploys all its marketing creativity to encourage young people to consume more of their products. Through sponsorships, product placement, advergaming and video games, energy drinks are often associated with sport, which trivializes their consumption in this context. Such commercial strategies encourage the risky consumption of a product that is far from harmless.
Place on store shelves alongside fruit juices and soft drinks, energy drinks can be perceived as harmless products that can be consumed at will. In order to mitigate risks and de-normalize their excessive consumption, Collectif Vital recommends prohibiting the sale of energy drinks to minors. This would send a clear signal to the population and industry that food is a subject of concern for the government.
Public policies aimed at restricting physical and economic accessibility to harmful products, alongside dissuasive measures, remain the most effective way to prevent problematic consumption and related problems.
Recommended by several Canadian organizations, the ban on selling energy drinks to minors has been adopted by other jurisdictions around the world. This is the case in Switzerland, Sweden, Lithuania, and Latvia. Legislation is also being considered in South Carolina, Connecticut and the United Kingdom.
Did you know? Nearly one hundred Quebec municipalities have banned the sale of energy drinks in public facilities? The City of Amqui was the first to do so in 2011.
To support the municipal sector in this shift, Collectif Vital has developed a resolution model.
Click here to take action!
Energy drinks containing caffeine are supplemented foods. By January 1, 2026, supplemented foods will carry a table of supplemented food information.
Some supplemented foods contain ingredients that could pose a health risk if consumed in excess, or if consumed by vulnerable groups, like caffeine. They will display a warning symbol on the front of the package.
To learn more
A proven and effective measure.
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Young people are particularly vulnerable to the effects of energy drinks.
Water is the healthiest of drinks and should be accessible everywhere.
