The Government of Mexico announced new measures aimed at reducing sugary drink consumption by nearly 7 percent during the first and second years of implementation. The strategy includes an increase in the Special Tax on Production and Services (IEPS), with an additional contribution of one peso per liter, as well as the launch of the campaign “Live Healthy, Live Happy” focused on preventing chronic diseases such as diabetes, hypertension, and obesity.
President Claudia Sheinbaum Pardo emphasized that the main motivation behind this policy is to protect the health of the population, especially children. “The objective has nothing to do with revenue collection, but with reducing the consumption of sugary drinks because of their negative effects on everyone’s health,” she stated during her morning press conference.
Deputy Secretary Eduardo Clark García Dobarganes recalled that similar measures have already been implemented in 119 countries with positive results. Among them, the United Kingdom achieved a 30 percent reduction in sugar in soft drinks, South Africa decreased consumption by 29 percent, and Chile by 21 percent. He highlighted that in Berkeley, California, consumption fell by 52 percent within three years.
In Mexico, he explained, the IEPS introduced in 2014 had already shown an impact: a 5.5 percent reduction in the first year and 9.7 percent in the second. Now, the adjustment will raise the tax to 3.1 pesos per liter, increasing the final price of a standard 600-milliliter bottle by one peso. This step, he added, seeks to reduce the high costs of public health care, which exceed 180 billion pesos annually just for diseases linked to overweight and obesity.
Health Secretary David Kershenobich detailed that the “Live Healthy, Live Happy” strategy includes four pillars: prevention campaigns in media and digital platforms, strengthening of primary care through telemedicine and national protocols, access to innovative treatments, and a comprehensive strategy for transplants and kidney replacement. With these actions, the Government aims to reduce the burden of chronic diseases and improve quality of life for the population.
