Canadian Beverage Association Balance Calories Initiative: Baseline Report
The Conference Board of Canada, 31 pages
October 24, 2016
The Canadian Beverage Association has set a goal to reduce the daily per capita calories consumed through liquid refreshment beverages (LRBs)—that is, all non-alcoholic refreshment beverages except dairy products and hot coffee and tea—by 20 per cent between 2015 and 2025. This briefing establishes a baseline for the Balance Calories initiative and shows what additional level of effort will be required to meet the target beyond what can be expected through consumption trends.
- The Canadian Beverage Association’s Balance Calories initiative aims to reduce Canadians’ daily per capita calorie consumption from liquid refreshment beverages (LRBs) by 20 per cent between 2015 and 2025.
- LRBs include all non-alcoholic refreshment beverages except dairy products and hot coffee and tea.
- The daily per capita calories consumed through LRBs had already dropped by 20 per cent between 2004 and 2014 to 142.5 calories.
- From this baseline of 142.5 calories, the further 20 per cent calorie reduction goal cannot be achieved through projected trends alone. Industry efforts will be needed to reduce LRB calorie consumption by an additional 9.5 percentage points beyond that which can be expected through forecast market trends.