Taxing times are good for sugar addicts

we consume can contain the equivalent of 12 teaspoons of sugar, but they don’t significantly contribute to our feeling of fullness.

I doubt anyone would willingly add that amount of sugar to their tea or coffee, let alone feed that to their children.

Unfortunately, easy access, and the relatively low cost of these drinks has led to global overconsumption. It has contributed to the obesity epidemic we currently face.

In South Africa, our consumption has increased by close to 70% in the last 15 years, with our average almost three times that of other countries.

In 2014, Mexico introduced a first-of-its-kind tax on sugary drinks to combat the obsession with this sugary pleasure. In the first year after the tax was introduced, the changes could already be seen — sugary drink purchases decreased by 5.5%. By year two, the decrease was up to 9.7%.

The Vitality HealthyFood benefit has seen positive shifts in purchasing behaviour by creating price differentials between healthy and unhealthy foods.

The responsibility for combating this serious problem does however, lie with us. As consumers we need to be aware of what we are eating and drinking, and recognise that our demands drive what industry supplies.

There is an important role that industry can play in being innovative by reformulating existing products and developing new products that contain less sugar. Manufacturers, retailers and restaurants should continue to promote healthier choices. This will lead to healthier bottom lines in the long run.

But let’s not sugar-coat things. We can no longer eat and drink ourselves sick. — Dr Craig Nossel, Head of Vitality Wellness