The overconsumption of sugary drinks has serious consequences on health and the environment.
More than half of the population of Quebec consumes sugary drinks every day1
The sugary drink industry uses multiple marketing strategies to make its products appealing and accessible. It is imperative that measures be put in place to restore sweetened beverages to their rightful place in the diets of Quebecers.
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Water is the healthiest of drinks and should be accessible everywhere.
Young people are particularly vulnerable to the effects of energy drinks.
Sweetened beverages fall into four categories:
Given their free-sugar content, sweetened beverages are hardly compatible with the World Health Organization's recommendation on free sugars.
Even if fruit juices and drinks with sweeteners do not contain added sugars, they are not part of healthy hydration habits.
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Overconsumption of sugary drinks is associated with several health problems, including type 2 diabetes, cardiovascular diseases, fatty liver, obesity, cancer, and tooth decay and dental erosion.
These nonessential products, distributed in single-use containers, have a harmful impact on the environment.
They generate plastic and aluminum waste, produce greenhouse gases, and waste water.
The sugary beverage industry deploys extensive marketing to encourage the consumption of its products, particularly among young people. The 4Ps of marketing are all used to their fullest.
A report produced by Extenso, the Université de Montréal’s reference centre on nutrition, revealed several findings concerning the vast market for sugary drinks. To learn more about this dynamic and constantly evolving market, consult the full Report or executive Summary (in French).
Sugary drinks are everywhere. Environment influences our food decisions: we are more likely to choose foods that are readily available to us. Other means are also used to make them more visible and identifiable, such as strategic positioning and advertising at points of sale.
Marketing activities influence young people, a category specifically targeted by advertisers for their significant purchasing power and potential for loyalty. The industry uses a variety of media channels to reach its target audiences.
To reach the whole population, the industry develops a wide variety of products and deploys strategies to maximize their appeal: evocative names, attractive colours and shapes, addition of vitamins and minerals, etc.
Price is a determining factor in the purchasing process. Low prices can stimulate impulsive purchases: 65 to 80% of purchasing decisions are made at the point of sale. This is why the industry makes full use of strategies such as establishing pricing policies based on beverage category, offering recurring discounts and making discount associations with fast food.
