Sana ullah ghumman
Panah84@gmail .com
A Looming Health Crisis Can you feel the pain of losing someone who you love dearly, in a younger age, to a preventable disease? Imagine a young father unable to play with his children because of a crippling disease, or a young mother struggling to care for her little, innocent kids while battling a severe cardiac condition. The agony of such premature sickness and death ripples through families across Pakistan, leaving emotional scars and financial devastation with more frequency and ferocity than ever before. These stories are not rare today; they are becoming alarmingly common as non-communicable diseases (NCDs) surge, driven in large part by the increasing consumption of ultra-processed foods and sugary drinks.The rising prevalence of NCDs such as obesity, diabetes, and cardiovascular diseases is alarming. With over 41% of adults in Pakistan now classified as overweight or obese and 36 million people living with diabetes, these numbers are not just statistics but a stark reflection of the country’s deteriorating health trajectory. Experts predict that, without effective and urgent policy intervention by the government, the diabetic population could surge to 62 million by 2045, intensifying the burden on families and the healthcare system. The loss of young lives to these conditions robs families of breadwinners, children of parents, and communities of potential. The societal cost is immeasurable, and the emotional toll is heart-wrenching.The main reason for this escalating crisis are the ultra-processed foods. These are highly industrialized products packed with added sugars, unhealthy fats, sodium, and artificial ingredients, offering convenience at the expense of nutrition. Examples include sugary drinks, instant noodles, bakery items, fast foods including burgers, pastas and pizzas, packaged snacks, and frozen meals. These products are designed for taste and shelf stability, often overshadowing their adverse health effects. The marketing strategies employed by multinational corporations have played a significant role in increasing their consumption, particularly among younger generations. Aggressive advertising campaigns, attractive packaging, and endorsements by celebrities have made these products highly appealing.A growing body of research links ultra-processed food consumption to a range of chronic conditions. Frequent consumption increases the likelihood of obesity, which, in turn, raises the risk of type 2 diabetes. In Pakistan, the prevalence of diabetes has doubled over the past two decades. Studies suggest that eating ultra-processed foods can lead to a significantly higher risk of heart-related deaths. Emerging evidence connects these foods with a greater risk of anxiety and depression, adding another dimension to their harmful effects. Moreover, high sodium content in these products is a significant contributor to hypertension, a condition that affects millions of Pakistan’s adult population.Pakistan’s urbanization and fast-paced lifestyles have led to a marked increase in the availability and consumption of ultra-processed foods. Meanwhile, rural areas are catching up, fueled by aggressive marketing and expanding distribution networks. This shift is also linked to changing dietary habits, as traditional home-cooked meals are increasingly being replaced by convenient, ready-to-eat options. This transformation is particularly evident in educational institutions and workplaces, where beverage machines and cafeteria offerings are dominated by packaged snacks and sugary drinks.The economic impact of this dietary transition cannot be overlooked. The rising prevalence of diet-related NCDs places an immense financial burden on families and the healthcare system. Ordinary Pakistani families are spending hundreds of billions of rupees on healthcare costs related to diabetes alone. These expenses are expected to rise sharply in the future, if nothing is done to address the situation, further straining the country’s already limited healthcare resources. Families often face out-of-pocket expenditures for treatment, which can push them into financial hardship, perpetuating cycles of poverty and ill-health.Health professionals across Pakistan are sounding the alarm. Munawar Hussain, Country Coordinator of the Global Health Advocacy Incubator (GHAI), highlights the importance of swift government intervention: “We cannot afford to delay. Evidence-based policies such as front-of-pack labeling and taxation on unhealthy products have proven effective globally.” Sanaullah Ghumman, General Secretary of the Pakistan National Heart Association (PANAH), emphasizes that the growing prevalence of ischemic heart disease, strokes, and diabetes necessitates immediate regulatory measures. He argues for more tax on sugary drinks, restricting marketing tactics that target children and promoting education campaigns that underscore the dangers of ultra-processed foods. To curb the rising tide of NCDs, several strategies can be implemented. Simple, clear warning labels on the front of ultra-processed food packages that highlight sugar, salt, and fat content can help consumers make informed choices. Higher taxes on sugary drinks and snacks can discourage consumption while funding public health initiatives. Nationwide campaigns focused on nutrition education can shift dietary behaviors. Stricter controls on how ultra-processed foods are marketed, especially to children, can mitigate their appeal. Coordinating with local food regulators to monitor and enforce quality standards is essential. Additionally, integrating nutrition education into school curriculums can instill healthy eating habits from an early age. The government can also partner with the food industry to reformulate products, reducing harmful ingredients while maintaining taste and affordability.Community-based initiatives have also shown promise in addressing this issue. Grassroots organizations in Pakistan are working to raise awareness about the dangers of ultra-processed foods through workshops and social media campaigns. These efforts are particularly effective in rural areas, where access to healthcare and education is limited. By engaging local leaders and influencers, these initiatives can amplify their impact and reach.The rapid rise in ultra-processed food consumption in Pakistan is not merely a dietary shift; it is a public health emergency. With obesity, diabetes, and heart disease rates climbing, the cost of inaction is too high. Effective policies, public education, and stakeholder collaboration can steer the nation toward a healthier future. The government must act decisively to protect its citizens, ensuring that future generations do not inherit a legacy of preventable diseases. As Sanaullah Ghumman aptly puts it, “Addressing this crisis requires collective will and swift action—there is no time to lose.”The road ahead is challenging, but not insurmountable. Pakistan’s success in tackling this crisis will depend on its ability to balance economic development with public health priorities. Investments in research and data collection can provide valuable insights into consumption patterns and health outcomes, enabling policymakers to design targeted interventions. Collaboration with international organizations can also bring in technical expertise and financial support. By fostering a culture of health and wellness, Pakistan can pave the way for a brighter, healthier future for all its citizens.
