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SSB Consumption and the NCD Burden in Nigeria: The Challenge of Consumer Education

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SSB Consumption and the NCD Burden in Nigeria: The Challenge of Consumer Education

SSB Consumption and the NCD Burden in Nigeria: The Challenge of Consumer Education

By Patrick Iwelunmor

 

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One of the greatest banes to actualising a robust national food policy in Nigeria has been the failure of SSB manufacturers to entrench sound consumer education initiatives, even as they smile to the bank with multi-billion naira returns on investment at the expense of their consumers’ health. Most of these consumers, including vulnerable populations such as children, are sadly carried away by the fascinating storylines of the advertising campaigns of sugar-sweetened beverages. As a result, they are subconsciously influenced to make buying decisions that become detrimental to their well-being in the long run.

 

 

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Nigeria ranks 4th globally in the highest SSB consumers. The country sells an estimated 38.6 million liters of sugar-sweetened beverages annually in a market that accounts for a whooping US$16.87bn in 2023, with a projected annual growth rate of 16.63 percent. What this portends is that non-communicable diseases like diabetes, obesity and tooth decay, which have been linked to the consumption of SSBs, could witness an upward swing in the coming years if the government and other stakeholders, especially the SSB manufacturers, do not intensify consumer education programmes to sensitise the public on the dangers embedded in these bottled disasters. In addition, SSB manufacturers must ethically draw the line between profit-making and jeopardising consumers’ health.

 

 

SSB Consumption and the NCD Burden in Nigeria: The Challenge of Consumer Education

 

 

 

 

 

 

 

 

 

 

 

 

According to a document, National Multi-Sectoral Action Plan for the Prevention and Control of Non-Communicable Diseases (2019 – 2025), obtained from the Federal Ministry of Health, There is very little evidence on the burden of NCDs and its trend in Nigeria. However, a recent systematic review of NCDs-related evaluation carried out across the federation on seven NCD diseases – cardiovascular diseases, diabetes mellitus, chronic respiratory diseases, cancers, sickle cell disease, mental neurological and substance use disorders and road traffic injuries, indicates a rise in trend, prevalence and incidence. The document also clearly identified the consumption of refined sugars in foods and drinks as one of the risk factors for the escalation of NCDs in Nigeria. The document on the statistical overview of the SSB burden in Nigeria reads: “According to the WHO NCD Country profile 2016 report, NCDs were estimated to cause approximately 617,300 deaths, representing 29% of total deaths in Nigeria. Out of these, injuries accounted for 8%, followed by cardiovascular diseases with 11%. Premature mortality due to NCDs, which is defined as the probability of dying between ages 30 and 70 years from the main NCDs is 22%.”

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Though SSB manufacturers, like Coca-Cola, have always claimed that there is no empirical evidence to show that sugar-sweetened beverages predispose consumers to non-communicable diseases, experts in the medical and nutrition professions have always warned that continuous consumption of soft drinks or ultra-processed foods can lead to harmful outcomes for the human system. It was to this end that the popular sugar wars ensued in the United States, with the advocacy group, The Praxis Project filing a lawsuit against Coca-Cola for using deceptive advertising to mislead consumers about the health impact of their products. Similar cases have also been recorded in other parts of the world with overwhelming scientific consensus about the harmful effects of sugar on human health, even though SSB manufacturers have continued to deny it.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

When contacted to explain the efforts his company was making in terms of educating its teeming consumers on the reality of SSBs’ link with non-communicable diseases like diabetes, Mr. Ekuma Eze, Director of Public Affairs and Sustainability at Coca-Cola Hellenic Bottling Company, promised to liaise with the marketing department and get back to this writer. His response is still being awaited. It is the same situation with letters sent to the marketing heads of CHI Ltd., makers of Chivita, Rite Foods, makers of Bigi Cola, and Viju Industries, makers of Viju Milk. None of them has responded to queries sent to them. Is this silence a sign of complicity in the shortchanging and deception of consumers? Time will surely tell. This collective silence makes a mockery of the Freedom of Information Act of 2011 which empowers individuals, groups and bodies to access information from public and private institutions offering services to the Nigerian public. More so, it is imperative for these SSB manufacturers to understand that the information being requested is a tool that would enable better outcomes for their products and services in terms of quality control and assurance and not a strategy for faultfinding. Until such manufacturers cooperate and make the needed information available to the public, bridging the gap of consumer awareness and education would remain a mirage.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

However, Dr Patrick Ijewere, CEO of The Nutrition Hospital, Lagos, agrees that there is an ongoing imbalance between consumer education and deception by the manufacturers of SSBs, for the sake of maximising profit. Although, according to the nutrition expert, the manufacturers of SSBs are always deploying fantastic advertising to lure consumers with illusory realities such as Coca-Cola’s “Tomorrow’s People” ad of the mid-eighties and Nestle’s Milo “Food Drink of Future Champions” of the nineties, there has not been commensurate efforts in terms of educating consumers on the harmful effects of sugar consumption on health. For him, there are no future champions anywhere near Milo, only obese children with decaying dentition and failing eyesight. He, therefore, advocated for educational labelling on such products as it is done in the tobacco industry worldwide.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

While harping on the importance of consumer awareness and education in Nigeria, the President of Consumer Awareness Organisation, an Enugu-based NGO and former Board Member International Association of Consumer Law, Professor Felicia Monye, lamented the low level of consumer education in the country, adding that it is not at the level it should be. She said that even though there are many agencies and available laws centred on consumer protection, there has been a serious lack of dedication on the part of policymakers. She also believes that most consumer-focused agencies see consumer protection as ancillary and not as a principal obligation, hence the lackadaisical attitude of most manufacturers in properly educating their consumers. For products like SSBs capable of causing harm to health, she said, the attachment of warning labels should be part of the obligation of their manufacturers.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

For Consultant Endocrinologist at the Lagos State University Teaching Hospital, LASUTH, Dr Akin Dada, SSBs contribute to the rise in diabetes cases in Nigeria, especially where there is a family history or the presence of other risk factors for the disease. He added that diabetes ranks number two among the most prevalent non-communicable diseases in the country. Therefore, he advocated for measures such as consumer health education by both government and the manufacturers of SSBs towards de-escalating the 5 to 7 per cent prevalence rate of NCDs which also accounts for over 29 per cent of total deaths in the country.

 

 

 

 

 

 

 

 

 

 

 

 

On why the 10 Naira per litre of SSB tax, as contained in the Finance Act of 2021, has not made the much-desired impact, Professor of Microbiology and Medical Laboratory Scientist, Louis Egwari, Director of Training and Research at QSM Training and Consulting Ltd., believes that it would take a while for the tax to be effective because the government may have adopted the policy, bearing in mind the economic implications it would have on both consumers and the manufacturers if it is suddenly increased above the stipulated 10 Naira. According to him, there are strong possibilities that the tax would be graduated to higher sums in the coming years.

 

 

 

 

 

 

 

 

 

 

 

 

 

Professor Egwari also lamented the low level of consumer education in the country. He blamed the development on stakeholders like NGOs and government agencies, who have failed to be proactive either because they are negligent or because they are receiving “funding” from politicians, who have special stakes in some of these SSB companies. When contacted for her comments on the efforts being made by the Department of Food and Drugs of the Federal Ministry of Health towards ensuring that Nigerian consumers are protected, especially with regards to the consumption of SSBs, Pharm Bunmi Aribeana, director of the department, asked this writer to send his queries, which she has not responded to, as at the time of filing in this report.

Meanwhile, in a swift reaction to the reason SSB manufacturers seem not to be doing enough in terms of consumer education, Chairman Senate Committee on Health, Senator Ibrahim Oloriegbe, said the situation was so because the government, which collects tax from these SSB manufacturers is supposed to be at the forefront of spearheading such consumer education causes, through agencies like the National Orientation Agency (NOA) and the Health Education Unit at the Federal Ministry of Health. He also argued that the link between SSBs and non-communicable diseases is indirect, adding that the manufacturers of these SSBs can argue that they have also made available zero-sugar options for those who do not want the sugar-sweetened variants.

Corroborating the position of Senator Oloriegbe, foremost Marketing Communication Specialist and CEO of XLR8, award-winning Public Relations firm, Pharm Calixtus Okoruwa, agreed that it is the responsibility of the Federal Ministry of Health to respond to perceived or potential public health challenges. He also noted that it should be the responsibility of SSB manufacturers to help drive consumer education initiatives targeted at more appropriate or healthier consumption of their products, especially from the corporate governance point of view. He absolved marketing communication agencies of any wrongdoing or complicity in the seeming failure to properly educate consumers while mesmerising them with “sugar-coated” adverts, adding that their activities are duly vetted and regulated by the Advertising Regulatory Council of Nigeria (ARCON) and the National Agency for Food and Drug Administration and Control (NAFDAC).

Responding to the possibility of marketing communication companies conniving with SSB manufacturers to deceive consumers through misleading advertising campaigns, thereby stifling the clamour for consumer awareness and education, ARCON’s Head of Legal Affairs, Barrister Chukwudi Ezeaba, said the council advocates for consumer education to the extent permitted by its statutory responsibilities. He added that such advocacy features in their annual training and sensitisation calendar. He further observed that the Advertising Standards Panel, which has the statutory duty of ensuring that adverts conform to relevant laws and codes of ethics, would not shut its eyes where incidences of excesses are found, regardless of the product or service.

For public health expert and CEO of Bloom Public Health, an Abuja-based public health think-tank, Professor Chimezie Anyakora, one of the most important strategies for improving and adopting healthy dietary practices in Africa remains the promotion of consumer awareness and demand for healthy foods. According to Anyakora, these can be achieved by educating children, adolescents and adults about nutrition and healthy dietary practices, supporting point-of-sale information through comprehensive nutrition labelling, and providing nutrition and dietary counselling at primary healthcare facilities.

Critically speaking, there is no gainsaying the fact that government and all other stakeholders must urgently map out strategies to decisively bridge the consumer education gap in the relationship between manufacturers of SSBs and their consumers. Importantly, the government should consider enforcing the mandatory use of labelling to warn consumers of SSBs on the potential dangers associated with consuming sugar-sweetened beverages, as done in the tobacco industry. We can have warnings such as: “The Federal Ministry of Health Warns that excess sugar is dangerous to health”, “This product is unsuitable for diabetics, etc.” Such warning labels have proven to be effective in curbing overconsumption of sugar-sweetened beverages as demonstrated in Chile, where a 2016 food labelling and advertising regulation brought about a 25 percent drop in the consumption of SSBs. For a multi-lingual and multi-cultural setting like Nigeria, such warning labels, when translated into different local languages, can help consumers make informed dietary choices and avoid endangering their health by staying away from the wrong beverages. This is achievable in Nigeria, if the government can muster the political will.

 

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Palliatives: Dangote donates 80,000 bags of rice to Lagos residents

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Palliatives: Dangote donates 80,000 bags of rice to Lagos residents

 … Sanwo-Olu says Dangote prioritize Nigerians’ welfare above profit

 

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The Aliko Dangote Foundation, (ADF) has flagged off the distribution of 80,000 10kg bags of rice to the vulnerable in Lagos state.

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President of Dangote Group and Chairman of the foundation, Aliko Dangote, noted that the gesture is part of the over one million 10kg bags of rice that would be distributed to reach one million vulnerable people in the 774 local government areas of the country.

 

 

 

 

Speaking at the flag off in Alausa, Dangote, said the distribution of the 80,000 bags of 10kg rice is another demonstration of the foundation’s commitment to upholding the values of compassion and solidarity that are at the core of humanity.

Noting that the distribution of the rice is in addition to the daily distribution of 12,500 loaves of bread in Lagos, Dangote stressed that with the initiative, the foundation aspires to ameliorate some of the burdens faced by vulnerable communities across Lagos State.

In his remarks, Governor of Lagos state,  Babajide Sanwo-Olu, applauded the many initiatives of Dangote to ameliorate the sufferings of Nigerians, while praiseing him for showing compassion to the needy in the society.

Sanwo-Olu said the gesture of distribution of 80,000 bags of 10kg rice shows that the leadership of the Foundation prioritize the welfare of the people beyond the pursuit of profit and accumulation of wealth.

The Governor said: “Aliko Dangote is a Nigerian that has chosen to be different. You have choices but you have made the right one which is caring for the vulnerable. I appreciate Mr. Aliko Dangote for extending his kind gestures to the people at the bottom of the pyramid and we are grateful for supporting us in government. There is a lot of global disruption in different parts of the world, and it is a tough time to be in a position of leadership,” he said.

While encouraging other wealthy Nigerians to emulate Dangote, the Governor said the distribution of the rice would support the initiative of the state in addressing the effects of the economic hardship.

Justifying the food intervention in Lagos, Dangote said: “While our traditional Ramadan food distribution has been focused on the Muslim Community, we recognize that the current circumstances where a significant proportion of Nigerians across the nation are experiencing severe hardship due to the prevailing high prices of food, require that we broaden our program to cover communities of all faiths. This is why we are extending the Ramadan initiative to cover all the thirty-six states and the Federal Capital Territory as a testament to our commitment to supporting our communities in line with our core values and the spirit of the Holy Month of Ramadan,” he said.

The CEO of the ADF, Zouera Youssoufou, said the Foundation is partnering credible NGOs, civil societies, religious bodies among others to ensure the donations go to the most vulnerable in Lagos State.

She said the Foundation is guided by a vision of empowering Africans to achieve their self-actualization and full potential as it believes that every individual, regardless of their circumstances, deserves the opportunity to thrive and succeed.

“In times of hardship, it is imperative that we stand together as one nation, one community, extending a helping hand to our brothers and sisters in their time of need as we have done with our female empowerment programme in Lagos State which targeted 40,000 (Forty thousand) disadvantaged women,” she added.

Group Executive Director Commercial Operations at Dangote Industries Limited (DIL), Fatima Aliko-Dangote, noted that the flag off in Lagos is a follow-up to the 120,000 bags distributed in Kano on Saturday, said the intervention is targeted to reach the 774 local government areas in Nigeria.

“We have been doing this for a while but we didn’t publicize  it because  our chairman  believes  this is between him and God but this year we decided  to publicize  it so that we can encourage  and inspire others to do so.

“There are many other things the Dangote foundation is also doing. We are also serving 2,500 breads all over Lagos daily. We started this in 2020 during COVID-19. Also in our hometown in Kano, we have been doing breakfast, lunch and dinner for the past 35 years. The foundation has invested in many things. Years back, we gave women some money to be able to invest in their businesses,” she said.

Speaking further, Dangote noted that Lagos state holds a special place in the hearts of the Group, hosting two of its major investments – Dangote Petroleum Refinery and Dangote Fertiliser Plant.

He disclosed that the Dangote Group is also working on the nutrition agenda and has made significant strides in food fortification, investing in iodized salt and vitamin A fortified sugar. He stressed that the Group actively promotes food fortification within the Nigerian food industry and is exploring fortification methods for staples like rice and wheat and bouillon cubes to help ensure improved nutrition nationwide.

“At the heart of the Aliko Dangote Foundation lies a deep-seated belief in the importance of nutrition in human capital development. We understand that access to nutritious food is not only a basic human right but also a critical determinant of good health and well-being. By providing these modest bags of rice to those in need, we are not only looking to alleviate immediate hunger, but also investing in the long-term health and prosperity of our communities,” he added.

While commending Lagos state governor, Babajide Sanwo Olu as a Governor with a penchant for overcoming adversity and enormous capacity in handling emergencies, Dangote urged other well-meaning individuals and corporate organisations to emulate the efforts to support the less privileged in the communities, especially during Ramadan, which is a time of self-reflection, empathy, and charity.

Palliatives: Dangote donates 80,000 bags of rice to Lagos residents

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NIFESAF ESUT Lagos Holds 4th Edition Of Business, Career Exposition

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The Lagos State Alumni Fellowship of Nigerian Fellowship of Evangelical Students (NIFESAF) has held the fourth edition of its Business and Career Exposition programme themed ‘Maximizing Technology and Strategic Customer Loyalty For Sustainable Business Growth In Today’s Economic Condition’ on Saturday, 23rd of March, 2024 in Lagos.

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The programme which was basically for Small and medium-sized enterprises since its inception has served as a major platform for the promotion of Nigerian-owned businesses and created several opportunities for SMEs to thrive and have access to the world through the global reach of NIFESAF ESUT.

Just like the previous editions, the fourth edition wasn’t any different; it featured an avalanche of exhibitions by several Nigerian businesses with guests who were ready to patronize them and a huge platform to publicize their businesses.

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Some of the businesses involved in the exhibition include Finet Mobile, Purch Gadgets, Congratulations Corporate Events, Exceptional Intensive Vocational Training, Farmskills Limited, Jigsimur health drink, De Luxe flour, Royal Almonds, Ifiefruit, Ihubest trading enterprise, K-shape fashion designer, Zara Caps and Hats, Chee Havillah Royal Services Ltd, Lowan Enterprises, Mace Ventures, Arif Bureau, Davis Exotic Homes, Whiztech Global Ltd, Earthblend flavours, to mention but a few.

Speaking at the event, the Chairman of the Global Body— Nigerian Fellowship of Evangelical Students (NIFES) ESUT Alumni Fellowship, Mr. Fred Nnadike, said the essence of the business exhibition was to support and build a community of excellent, Christians who would be role models in their respective careers.

Nnadike who urged believers under the umbrella to keep the faith alive equally charged them to uphold ethical standards, sound corporate governance, and avoid sharp practices in their respective professions and business endeavors as ardent followers of Christ.

“We want to encourage what we produce and link our entrepreneurs to the global space. SMEs are indispensable for economic growth and development. The government across board should do something urgently to revive the economy by making the environment conducive for businesses to thrive” he implored.

On his part, the Lagos State Chapter Chairman of the Fellowship, Mr Henry Nnadike, said the leadership of NIFESAF has often reminded the government that MSMEs are still the engine room of every strong economy.

“Government must address multiple taxation, epileptic power supply, dilapidated road network, and general scorching economic environment. Governments must be transparent in their reforms and interventions. Besides, we need informed ideas, programs, and policies that must be designed by the best brains. The government should learn to put the interest of the masses above their personal interest for posterity’s sake” he urged.

Similarly, the Vice Chairman of NIFESAF, Lagos Chapter, Mrs. Chika Idalah–Allison, called on the state and federal government to partner with NIFESAF and related organizations which are poised to promote skills and craftsmanship, particularly for youths.

“Government should partner with organizations promoting skills acquisition, innovation, human capital development, and creative industry. In NIFESAF we are under the mandate to support every entrepreneur under its umbrella even beyond.

Idalah – Allison told newsmen that she was able to travel to different countries for business purposes, not by her academic certifications but by the salability of her skills in artwork and design.

“Nigeria is our only country, we must build it because the world is waiting for us to step out, and that is what we must all do collaboratively, however, our education curriculum should be designed fit- for -purpose” she asserted.

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AARE ADETOLA EMMANUELKING ADVOCATES FOR CONSOLIDATION BEFORE TRANSFORMATION AS LAGOS REDAN CHAIRMANSHIP ASPIRANT PAID COURTESY VISIT

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AARE ADETOLA EMMANUELKING ADVOCATES FOR CONSOLIDATION BEFORE TRANSFORMATION AS LAGOS REDAN CHAIRMANSHIP ASPIRANT PAID COURTESY VISIT

 

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Aare Adetola Emmanuel-King, The Executive Chairman Adron Homes, advocates for Consolidation first before Transformation as he declares his support for Dr Segun Oshundairo, The Aspiring REDAN Chairman For Lagos Chapter(Real Estate Developers Association of Nigeria)

He stated his full fledged support during an exclusive interview with the REDAN Chairman Aspirant, Dr Segun Oshundairo, the CEO of Arcview Investment Limited. During the Aspirant’s visit, Aare Adetola admonished him on steps to take to ensure that his tenure birth policies that would revolutionize the Real Estate Industry. He urged the Aspirant to embark on Intense Media publicity and collaborative advocacy efforts to influence government policies and decisions affecting the Real Estate Industry.

During this Meeting, The Aspirant talked about his Manifesto which he would implement once he emerges the Chairman. He declared the following Intentions:
– Create a Developers Mortgage Plan. With this, he would be collaborating with the government to create a plan that would ensure that developers can buy affordable estate from the government which would facilitate their ability to create reasonable and affordable houses for the masses.
– Establish an Advisory Board for REDAN. He stated that he would create an Advisory Committee that would consist of 7 stakeholders to advise and train members of the group every quarter on the right policies and procedures to implement.
– Open up lands in rural Areas and convert them to Mega cities. He revealed his intention to collaborate with the government in order to open up lands in Ofada, Papalantoro and environs as well as create affordable real estate in such areas.
– Rebrand and Publicize REDAN: The Aspirant stated that under his tenure, REDAN would have a new look, which would include a new logo, better policies as well as increased visibility .

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Aare Adetola EmmanuelKing, In addition to advising the Aspiring Chairman on Strategic Media Publicity for REDAN, also implored him to pay attention to increasing the number of members in the group as well as present comprehensive strategies poised to shape the future landscape of real estate in the country.

He Admonished and stated that “There can’t be a greater Lagos without REDAN” He further advised the Aspirant on the need for a Universal market price of Landed Properties for Real Estate Developers in Lagos State when purchasing from the government. Also, this would foster and aid the creation of affordable housing for the good people of Lagos State and Nigerians at large.

The interview session concluded on a positive note in which Dr Segun Oshundairo expressed his enthusiasm and appreciation for the collaboration between REDAN and the CEO of Adron Homes. The Interview Session laid the foundation for future partnership opportunities aimed at driving positive change within the real estate industry. Dr Segun reiterated that once elected, he would set up a board of trustees that would consist of veterans and real estate pillars to serve as an advisory board for the pressure group.

 

AARE ADETOLA EMMANUELKING ADVOCATES FOR CONSOLIDATION BEFORE TRANSFORMATION AS LAGOS REDAN CHAIRMANSHIP ASPIRANT PAID COURTESY VISIT

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