Italian Soft Drinks Industry: Sugar Down 44%. Assobibe and Ministry of Health Renew Partnership

A new milestone in the ongoing collaboration between the soft drinks industry and health institutions. Assobibe, the italian Confindustria association representing non-alcoholic beverage producers in Italy, has renewed its two-year Memorandum of Understanding (MoU) with the Ministry of Health, represented by Undersecretary of State Marcello Gemmato. The agreement reinforces joint initiatives aimed at promoting conscious consumption, focusing on education and awareness, particularly among young people and in schools.

The deal is backed by concrete results achieved by the sector through voluntary portfolio reformulation and product innovation. In recent years, beverage companies have cut total sugar placed on the market by 44%, recording value growth for sugar-free SKUs 7.5 times higher than for traditional versions. This trend is further evidenced by a 26% drop in sugary drink consumption between 2015 and 2024, with intake halved over the last decade among children and adolescents. These figures place Italy at the bottom of the EU rankings for per capita soft drink consumption, with a marginal daily caloric impact: 0.9% for adults (18 kcal) and 0.6% for children (13 kcal).

What the Two-Year Agreement Between Assobibe and the Ministry Covers

The two-year agreement focuses on four strategic pillars designed to consolidate the progress made. The partnership includes continuous monitoring of national market consumption—with a specific focus on sweetened varieties—paired with consumer awareness campaigns to promote informed dietary choices and energy balance understanding.

In parallel, companies will continue adjusting portion sizes and packaging formats to curb calorie intake, while confirming and strengthening commitments to responsible marketing. These include voluntary measures in place since 2006, such as banning advertising aimed at children under 13 and prohibiting direct sales in schools.

“This protocol consolidates a structured partnership between institutions and the supply chain, built on food safety, transparent information, and responsible consumption behaviors,” highlighted Undersecretary for Health Marcello Gemmato. “The goal is to support choices aligned with healthy lifestyles: within the context of the Italian diet, soft drinks can have a place, provided consumption remains moderate.”

The Fiscal Sticking Point: The Sugar Tax

For industry players, these achievements serve as empirical proof that voluntary commitments are more effective than punitive fiscal measures.

“The results achieved demonstrate the futility in Italy of a fiscal tool like the Sugar Tax, which, in European countries where it was introduced, failed to curb overweight and obesity rates,” stated Giangiacomo Pierini, President of ASSOBIBE, noting that countries like Denmark, Norway, and Iceland eventually chose to repeal it. “That is why we believe the time has come in Italy, after years of postponements, for a definitive repeal that clears up the uncertainty the sector has been facing for seven years. The signing of this Protocol is tangible proof of our daily commitment to anticipating consumer needs and fostering a more conscious food culture.”

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