New Report Shows Strongest Progress Toward National Decrease in Calories Consumed from Beverages Since Landmark Agreement Signed in 2014
(NEW YORK, N.Y.) August 22, 2018 — A report released today shows the strongest signs of progress to date toward the collaborative national effort to reduce the calories that Americans get from beverages.
The latest results are from an independent analysis of the Beverage Calorie Initiative (BCI), an agreement between the Alliance for a Healthier Generation, the American Beverage Association (ABA),
The Coca-Cola Company, Keurig Dr Pepper and PepsiCo that aims to reduce per-capita consumption of beverage calories by 20 percent by 2025.
The analysis conducted by Keybridge LLC shows that beverage calories per person fell approximately 1.5 percent between 2016 and 2017amid company-led efforts to grow consumer interest in reduced- or zero-sugar beverage options. Since the launch of this effort in 2014, per-capita consumption has fallen from an estimated 201.9 to 199.1 calories per day.
“Healthier Generation is proud to play a key role in this landmark initiative, and we are encouraged by this year’s progress toward the 20 percent reduction goal,” said Anne Ferree, chief strategy and partnership officer at Healthier Generation. “We know there is more work to be done to achieve this ambitious goal, but these results are a testament to the power of evidence-driven agreements between corporations and non-profits to profoundly impact public health.”
Much of the progress is driven by packaged beverages – bottles, cans and packs – sold in grocery stores, drug stores, dollar stores, convenience stores and other large store chains, according to the Keybridge report. Beverage calories per person per day are down six percent in these stores, which make up 60 percent of the beverage market. The pace of per person beverage calorie reductions within these important sales channels is on target to reach 20 percent by 2025.
Beverage calories consumed from purchases made at other locations, such as restaurants and independent corner stores, have leveled off after two years of increases. These results come as beverage companies have implemented new strategies to support people in moderating the sugar and calories they get from beverages.
“America’s leading beverage companies are committed to significant actions to support consumers in their efforts to reduce the sugar their families get from beverages, and they are leveraging their renowned strengths in innovation, marketing and distribution to do so,” said Susan Neely, president and CEO of the American Beverage Association. “While this is just the beginning, there is no doubt that this is the strongest show of progress towards the national calorie reduction goal since the announcement of this critical public-private partnership.”
For more than a decade, Healthier Generation has combined community interventions with cross-sector partnerships, collaborating with the business sector to create meaningful improvements in public health. In 2006, Healthier Generation, ABA and America’s leading beverage companies entered into an agreement that reduced beverage calories shipped to the nation’s K-12 schools by more than 90 percent.
This fall, Healthier Generation and ABA will release a complementary report on the Beverage Calories Communities Initiative, which evaluates progress toward the 20 percent beverage calorie reduction goal in five communities where additional, focused efforts to curb beverage calories are underway.
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About the Alliance for a Healthier Generation
The Alliance for a Healthier Generation believes every child deserves a healthy future. For more than a decade, Healthier Generation has been empowering kids to develop lifelong healthy habits by ensuring the environments that surround them provide and promote good health. Driven by our passion that all young people deserve a chance to live healthier lives, our work has helped more than 28 million young people across the country. Make a difference at and join us on and .
About American Beverage Association
The American Beverage Association is the national trade organization representing the broad spectrum of companies that manufacture and distribute non-alcoholic beverages in the United States. For more information, please visit www.ameribev.org. and
Laura O’Connor, Alliance for a Healthier Generation
William Dermody, American Beverage Association