The newly updated policy of the General Tax Authority (GTA) on applying volume-based excise tax on sugar-sweetened beverages has been widely welcomed by doctors and nutrition specialists, who describe it as a forward-looking move to improve public health and curb excessive sugar consumption.
Under the revised mechanism, the tax applied to sweetened drinks will now be directly linked to the actual sugar content in each product. This means that beverages with higher levels of added sugar will face higher taxes, while lower-sugar alternatives will be taxed less. The concerned entities have also set a deadline of July 6 for businesses to adjust, clear existing stock, and comply with the updated framework.
Health experts say the shift marks a significant evolution in policy design, moving beyond general taxation toward a precision-based approach that aligns economic incentives with health outcomes. By tying cost directly to sugar content, the policy is expected to influence consumer behaviour and industry practices, encouraging healthier choices and product reformulation.
Dr Mohamed Asha, Consultant Internal Medicine physician, stressed that added sugar is a major contributor to chronic diseases such as type 2 diabetes, cardiovascular disease, hypertension, and liver disorders. He described the decision as “an investment in the health of society,” noting that reducing sugar intake today can significantly lower the risk of serious health complications in the future.
Dr Zuhair al-Arabi, Nutritional Therapy Consultant, noted that the impact of the policy extends beyond consumers to manufacturers, who will now face a new phase requiring greater responsibility, flexibility, and innovation. He explained that the market is likely to undergo a period of rebalancing, as companies adapt to evolving regulations while maintaining competitiveness.
He pointed out that linking taxation to actual sugar content presents companies with a clear choice: reduce sugar levels or face higher tax burdens, which may ultimately affect retail prices. He pointed out that similar policies in other countries have proven effective, prompting gradual and thoughtful product reformulation.
He further stressed that the measure reinforces the concept of preventive nutrition, which focuses on reducing risk factors before disease develops rather than relying solely on treatment afterward. He said such policies would help create a healthier food environment that supports individuals in making better choices without feeling deprived, which is an essential pillar in combating chronic diseases and achieving long-term public health sustainability.
Christina Lotfi, a clinical nutritionist, noted the role of the policy in elevating public awareness about nutrition, stressing that its impact will be immediate and cumulative over time. “When consumers notice a clear price difference between products based on sugar content, it encourages them to ask questions, seek information, and read nutrition labels more carefully. This behavior alone represents a crucial step toward building a healthier food culture,” she explained.
She added that lasting dietary change requires consistent motivation, and the new tax structure provides exactly that. With healthier alternatives becoming more accessible and competitively priced, individuals will find it easier to make better decisions for their well-being.
Dr Omar Habib, General Practitioner Physician, described the policy as a sophisticated preventive health strategy that addresses the root causes of disease rather than merely treating outcomes. He noted that in daily medical practice, there is a growing link between conditions such as obesity, diabetes, and metabolic disorders and the excessive consumption of sugary beverages.
“What distinguishes this policy is the direct link it creates between consumption behaviour and financial cost. This is one of the most effective tools for driving real and sustainable change, as it encourages individuals to rethink their dietary choices,” he said.