Islamabad:The urgent need to maintain and strengthen fiscal measures on all sweetened beverages, including juices and related products, as a critical public health intervention in the Finance Bill 2026-27, has been reaffirmed by Major General (r) Masud-ur-Rehman Kiani, President of the Pakistan National Heart Association (PANAH).
“Pakistan is facing a national health emergency that requires strong and sustained action,” he said. “Increasing taxes on all sweetened beverages including juices by 40% in the Finance Bill 2026-27 should be a cornerstone of the country’s disease prevention strategy. The health and well-being of our children and future generations must remain a national priority and cannot be compromised.”
He emphasized that evidence-based taxation policies can play a vital role in reducing the consumption of unhealthy products, curbing the rising burden of non-communicable diseases, and protecting public health.
He added that one of the reasons of growing burden of deadly diseases in Pakistan is the low excise taxes on sweetened beverages and juices compared to many countries in the region and around the world.
In contrast, numerous countries have adopted stronger fiscal measures to reduce the consumption of sweetened drinks including juices to protect public health. Saudi Arabia and several Gulf countries impose a 50% excise tax in addition to a 10% VAT, resulting in a combined effective tax rate of 60%.
