Key points
- Traditionally, beverages such as lassi, sattu sherbet, and shikanjabeen have been staples
- Pakistanis spend around 110b PKR annually on carbonated beverages
- Coca-Cola and Pepsi have established a strong presence in the Pakistani market
ISLAMABAD: To counter the intense summer heat, Pakistanis traditionally consumed desi (local) drinks. Beverages such as lassi (a yogurt-based drink), sattu sherbet (made from roasted gram flour), and shikanjbeen (a type of lemonade) have been staples.
These drinks not only provide refreshments but also offer nutritional benefits. For instance, lassi is known for its probiotic properties, aiding digestion, while sattu sherbet is rich in protein and fibre, providing sustained energy. Likewise, Shikanjbeen is considered to be an effective source of making up the deficiencies of vitamin C.
Carbonated beverages’ rise
However, over the past few decades, there has been an eminent shift towards carbonated soft drinks. Brands like Coca-Cola and Pepsi established a strong presence in the Pakistani market.
According to a study—Physico-Chemical Analysis of Some Soft Drinks Available in Pakistan, published in Academia.edu—Pakistanis spend approximately 110 billion rupees annually on carbonated beverages, with a significant increase in consumption noticed among both male and female consumers in recent years.
This increase can be attributed to successful marketing strategies, urbanisation, and changing lifestyles. The convenience and instant gratification offered by these beverages have made them particularly popular among the younger demographic, concludes the study.
Public awareness
However, the growing consumption of sugary soft drinks has raised health concerns. Because, excessive intake of such beverages is connected to various health issues, including obesity, diabetes, and dental problems. The carbonated drinks also affect the digestive system of the consumers, who eventually get addicted to them.
“Influence on stomach function appears related to both mechanical and chemical effects. Symptoms related to gastric mechanical distress appear only when drinking more than 300 ml of a carbonated fluid. In conclusion, there is now sufficient scientific evidence to understand the physiological impact of carbonated beverages on the gastrointestinal system,” reports Cuomo and Sarnelli in their research, Carbonated beverages, and gastrointestinal system: between myth and reality, published in National Library of Medicine.
Recognising these risks, health experts have been advocating for public awareness campaigns to educate common people about the potential dangers of overconsumption. Even lesser use of carbonated drinks can also badly affect the health of its consumers. For example, 100 milliliter Coke, reportedly, contains 10.6 grams of sugar, equivalent to about 6 teaspoons of sugar, according to Guardian.
Dr Sabaullah, a nutritionist based in Dera Ismail Khan, emphasises that “While occasional consumption is not harmful, the regular intake of sugary soft drinks can lead to serious health complications. Individuals need to be mindful of their beverage choices and opt for healthier alternatives.”
The dark reality of beverages
Regular intake of sugary beverages contributes to excessive calorie consumption, which can result in weight gain and an increased risk of type 2 diabetes. A study—Burdens of Type 2 Diabetes and Cardiovascular Disease Attributable to Sugar-Sweetened Beverages in 184 Countries, published in Nature Medicine—estimates that sugar-sweetened beverages were responsible for over 2.2 million type 2 diabetes cases globally in 2020.
The high sugar and acid content in soft drinks can lead to tooth decay and enamel erosion. The Mississippi State Department of Health notes that carbonation, sugar, and acids in soft drinks weaken tooth enamel, promoting the growth of bacteria that cause decay.
Excessive consumption of cola beverages, which contain phosphoric acid, has been associated with lower bone mineral density, particularly in women, potentially increasing the risk of osteoporosis, according to a follow-up research, High Consumption of Soft Drinks is Associated with an Increased Risk of Fracture: A 7-Year Follow-Up Study, by Li Chen.
Regular consumption of sugar-sweetened beverages has been linked to an increased risk of chronic kidney disease. Studies suggest that dietary sugar is associated with risk factors for chronic kidney disease (CKD).
The consumption of more than one serving per day of sugar-sweetened beverages (SSBs) was associated with a higher risk of incident CKD (adjusted hazard ratio (AHR), 1.19 [95 per cent CI, 1.05-1.34]) compared with not consuming sugar-sweetened beverages, concludes a research, Sweetened Beverage Intake and Incident Chronic Kidney Disease in the UK Biobank Study, published in Jama Open Network.
A hazard ratio (HR) is the probability of an event in a treatment group relative to the control group probability over a unit of time. This ratio is an effect size measure for time-to-event data.
One serving of SSB is typically 8 to 12 ounces (235 ml to 355 ml).
Booming carbonated culture
Economic factors play an important role in beverage consumption patterns. A 2020 study, Carbonating the Household Diet: A Pakistani Tale, by Muhammad Jami Husain, analysing household consumption in Pakistan reveals that during 2006–2008, around 26 per cent of households consumed carbonated beverages. However, this figure increased by over 10 per cent in 2014–2016, indicating a growing trend across various socio-economic groups.
Social gatherings, celebrations, and religious occasions also influence beverage choices.
“It is customary to serve cold drinks during weddings, Eid festivities, and other communal events, further embedding these beverages into the cultural fabric. People used to bring fruits while visiting relatives, but this new generation has embraced cold beverages,” says Abid Ali, an athlete and fitness enthusiast from Rawalpindi.
Rise of local brands
Global events and socio-political movements have also influenced beverage consumption in Pakistan. For instance, in response to geopolitical tensions, there were widespread boycotts of Western food and drink brands across Muslim-majority countries, including Pakistan, in 2024.
These boycotts did not result in reverting to the traditional drinks, rather it led to a surge in the popularity of local brands such as Next, Fizup, and Gourmet, reflecting a shift towards indigenous products. “It is a positive development to see a lot of local brands emerging to replace the already-established heavyweights in the Pakistani market, but the problem remains the same: they all badly affect the health of their consumers. I think we need to pass proper legislation on the adverse impacts of cold beverages,” says Dr Sabaullah.
Future of cold drinks
Looking ahead, the Pakistani beverage market is projected to continue its growth trajectory. Reports suggest that the soft drinks market in Pakistan is expected to grow by 7.02 per cent between 2025 and 2029, reaching a market volume of US$10.90 billion by 2029.
“Consumers are becoming more health-conscious, leading to a demand for beverages that offer functional benefits, such as fortified drinks (fortified beverages have nutrients added that do not naturally occur in the drinks), natural juices, and low-calorie options,” says Dr Sabaullah.
As health awareness rises and local brands gain traction, the beverage landscape is poised for further evolution like the introduction of sugar-free beverages, reflecting the diverse tastes and aspirations of the Pakistani populace.
