Society always witnesses change or a shift in trends from one generation to another, be it related to fashion, travel, work regimes, or job orientation. One such big transition that is seriously and grossly impacting our youth is the increased consumption of sugary drinks.
Earlier, water was the first or default choice for quenching thirst, but nowadays it has been gradually taken over by cans of carbonated drinks, colourful energy drinks, flavoured bottled shakes, and coffees. These drinks have become such an integral part of today’s youth lifestyle that they are not a treat anymore, but an inevitable daily habit.
Most of the time, youth aren’t reaching out for these drinks out of thirst or hunger, but they opt for them because, firstly, they are everywhere, and secondly, it is a way of flexing and appearing cool in their peer groups. Most of us are unaware of this silent health crisis, which is spilling over in urban India especially.
Once, traditional drinks like nimbu pani, narayal pani, chass, and aam panna were the first choice to beat the summer heat, but now they have been taken over by colourful carbonated beverages, also known as Sugar-Sweetened Beverages (SSBs). A global analysis has revealed a 23% rise in sugary drink consumption among youth (ages 3 to 9) from 1990 to 2018, with higher intakes among teens and urban populations, averaging 3.6 servings weekly (highest in the Latin American and Caribbean regions), as published in The BMJ (The British Medical Journal) in 2024.
Studies have shown that nearly 96% of urban youth consume sugar-sweetened beverages, with high-calorie, low-nutrient drinks replacing healthier alternatives, contributing to premature health issues.
Why there is a surge in consumption of sugary drinks
Several factors have aligned to make sugary drinks the “go-to” hydration option for India’s youth, replacing traditional drinks.
- Easy availability and accessibility – Today, SSBs are readily available everywhere, from high-profile malls and supermarkets to the smallest kirana stores in rural villages, and even in our home refrigerators.
- Affordability – Brands now focus on affordability to increase their reach. They offer small, pocket-friendly packs priced at Rs. 10 to Rs. 20, making them accessible to everyone, from students to lower-income groups.
- Target-based marketing – The food and beverage industry primarily targets youth through social media, television, and digital marketing, often presenting role models (actors, sportspersons) as regular consumers by making them brand ambassadors.
- Palatability – Cheap, sugar-filled drinks are often a quick source of satiety that disrupts natural appetite signals, leading to overconsumption without a feeling of fullness.
- Social factors – Peer group influence and normalization of sugary drinks in social settings impact teenage consumption patterns.
- Lifestyle – High screen time along with a sedentary lifestyle contributes to increased consumption of such sugar-based drinks.
- The so-called energy illusion – There is a massive increase in energy drink consumption among youth. Brands lure them by promising instant performance and boosting energy for adventures, gaming, late-night studying, and clubbing.
Health impacts of SSBs
The consumption of SSBs is like a ticking time bomb, which has gradually become a silent epidemic.
- Obesity and metabolic syndrome – Excessive sugar intake leads to unhealthy weight gain and spikes in blood sugar levels, increasing the risk of obesity and type 2 diabetes. India is currently home to the second-highest number of obese children in the world. The World Obesity Federation has predicted that India could see over 27 million obese adolescents by 2030.
- Early onset of diabetes – Type 2 diabetes, which was once very rare in children, is now being diagnosed in young Indians as early as nine years of age. The ratio of pre-diabetic and diabetic youth is also on the rise.
- Mental health – Recent studies have linked high consumption of sugary drinks to an increased risk of anxiety, depression, and higher stress levels in youth.
- Liver disease – Excessive fructose or sugar from these drinks overloads the liver, leading to fat buildup and non-alcoholic fatty liver disease.
- Dental health – Excess acid and sugar content in sugary drinks rapidly erode enamel, leading to cavities and dental problems.
- Heart disease and hypertension – High intake of sugar and junk food is making young adults more prone to hypertension, high cholesterol levels, and heart disease.
- Cognitive health and behavioural effects – Rapid spikes and crashes in blood sugar can cause impaired cognitive function, reduced memory, hyperactivity, and difficulty in focusing.
- Addiction – Studies suggest that the combination of sugar and caffeine can trigger addiction-like symptoms such as cravings, withdrawal effects, and loss of control.
- A new study suggests that the glucose-fructose mix in sugary drinks significantly accelerates the spread of colorectal cancer (a 2025 study published in Nature Metabolism, led by investigator Jihye Yun).
The current scenario in India for SSBs
The other part lies in the numbers behind the fizz of these sugar-based carbonated drinks. Despite the so-called “growing wellness trend” in India, there is a rise in the consumption of SSBs.
- India is currently the second-largest global market for sugary beverage manufacturers.
- In 2023, more than 44% of the total global beverage revenue was generated by carbonated soft drinks (CSDs).
- The Indian CSD market generated USD 18.25 billion in 2022 and saw a compound annual growth rate (CAGR) of nearly 20% (19.8%) between 2017 and 2022, according to Research and Markets (2023). Around 80% of the market remains in the informal sector.
- India is the largest consumer of sugar, accounting for almost 50% of global consumption. An average person in India consumes 25 kg of sugar per year, five times the WHO-recommended limit, according to a study.
- Urbanization and increasing disposable incomes in Tier 2 and Tier 3 cities are significant contributors to this growth.
- Aggressive market campaigns promote small, pocket-friendly packaging, making them accessible especially to low-income groups and students.
Facing and tackling the trend
Action must be taken to curb this growing trend and fight the health burden of SSBs.
In a new global report released by WHO in January 2026, governments have been urged to significantly strengthen taxes on sugary drinks and alcoholic beverages.
Government policies and initiatives:
- High GST rates – The government has placed sugary and caffeinated beverages in the highest GST slab (28% GST plus 12% compensation cess), classifying them as “sin tax.”
- Labelling – FSSAI has made it mandatory to disclose total and added sugars per 100 ml.
- Aaj Se Thoda Kam – A nationwide campaign by FSSAI aimed at raising awareness to reduce fat, sugar, and salt intake. It is part of the Eat Right India movement.
- School-level interventions – FSSAI guidelines restrict the sale of high fat, salt, and sugar (HFSS) foods within 50 metres of schools.
- Mandatory “Sugar Boards” – CBSE has mandated schools to form “Sugar Boards” to educate students about hidden sugar and fat content in popular food items.
- Targeted education – Emphasis should be placed on educating parents and youth about the hidden dangers of empty liquid calories.
- At-home initiatives – Limiting the availability and accessibility of sugary drinks at home is one of the most effective ways to reduce consumption.
The “Mumbai Declaration on Sugary Drinks and Healthy Food,” drafted on June 24, 2022, is a collaboration between the Indian Dental Association (IDA) and the FDI (World Dental Federation), aimed at addressing the rising health crisis linked to high sugar consumption. The declaration emphasizes seven strategic pillars to reduce sugar intake:
- Social marketing
- National “No Sugar Day” (proposed for September 1 annually)
- Healthcare policies promoting “healthy food and water only” in hospitals
- School regulations
- Water access initiatives promoting “more water” policies
- Adoption of WHO sugar guidelines
- Strict norms to limit marketing of unhealthy foods and sugary drinks to children
Lately, the habit of reaching out for sugary drinks for instant refreshment is far more serious than it appears. It is a major health threat unfolding before our eyes. It is the right time to act, take charge of the health of our children, and protect them from the dangers of excessive sugar consumption. Encouraging healthier beverages like water, nimbu pani, and chass is essential.
It is not about bringing a revolution; it is about making healthier choices easier, affordable, and rewarding—so that the youth grow up with more energy, better health, and a lower risk of non-communicable diseases (NCDs).
