Government Sets New Sugar Standards in Popular Beverages
The Thai government has launched a significant campaign to reduce sugar consumption in popular drinks, reformulating what millions of people across the country consider their default beverage sweetness as part of a broader public health push. Authorities are partnering with major chains and rolling out new national standards aimed at tackling rising rates of obesity, diabetes and other non-communicable diseases linked to excessive sugar intake.
Under the initiative, cafes and beverage outlets are redefining “normal sweetness” so that drinks traditionally served with full sugar now contain 50 per cent less by default, unless customers specifically request higher levels. The change — which began in February 2026 — is a cornerstone of the government’s effort to shift consumer taste preferences and curb Thailand’s high sugar consumption, which greatly exceeds recommendations.
Health Concerns Drive Policy Innovation
Thailand’s public health authorities have pointed to alarming data showing that many Thai adults consume an average of 21 teaspoons of sugar per day, far above the World Health Organization’s recommended limit of no more than six teaspoons daily. Sugary drinks — including iced coffee, Thai tea, bubble milk tea (boba) and other sweetened beverages — are a major contributor to this excess.
Health officials contend that excessive sugar intake fuels a wave of chronic health problems. Recent national health figures show that a high proportion of adults are overweight or obese, and the prevalence of type 2 diabetes and heart disease continues to rise. The government’s new approach aims to rein in these trends by making healthier choices easier for consumers without outright bans or punitive restrictions.
Major Chains and Vendors Lead Change
Nine of Thailand’s largest coffee and beverage chains — including brands such as Café Amazon, All Café, Inthanin and Black Canyon — have signed on to the campaign in collaboration with the Ministry of Public Health and the Department of Health. As part of the initiative, drinks ordered at “normal” sweetness across participating outlets will now automatically contain half the sugar previously served, aligning with the newly defined benchmark.
Despite this, customers retain the option to request their preferred sweetness level, with menus typically offering a range of sugar levels from 0 per cent to 100 per cent. The public-private partnership reflects a “nudge” strategy — encouraging healthier defaults while preserving consumer choice — rather than regulatory mandates on individual recipes.
Reform Builds on Earlier Sugar Policies
Thailand has been addressing sugar consumption for several years. In 2017, the government introduced a sugar tax on pre-packaged soft drinks and sweetened beverages, designed to incentivise manufacturers to cut sugar levels and discourage high-sugar products. That tax was phased in over several years and contributed to reformulation by producers seeking lower tax brackets.
However, that tax did not cover freshly made drinks sold in cafes and by street vendors — a gap that the new measure aims to close by redefining the sweetness norm at point of sale. The latest policy pushes beyond taxation and into behavioural change, emphasising both product reformulation and consumer preferences.
Public Reaction: Support and Skepticism
Reactions among consumers and small vendors have been mixed. Some Thais — especially health-conscious individuals — have welcomed the shift, acknowledging that sugary drinks are difficult to avoid in everyday life and that defaults matter. Taxi driver Ann Thumthong, for example, has embraced reduced sugar in her own diet, citing health benefits.
By contrast, traditional vendors have expressed concern that cutting back on sugar could alter the beloved taste profiles that make drinks like Thai iced tea and boba so popular. Operators argue that sweetness is integral to their products’ appeal, and some worry customers may simply request higher sugar levels or turn to unregulated street vendors.
Experts Hope to Shift Tastes for the Long Term
Public health experts and academics see the campaign as an example of strategic policy design informed by behavioural science. Studies indicate that offering different sweetness levels and redefining what consumers perceive as “normal” can influence choices more effectively than simply providing nutrition information. Over time, these small adjustments can contribute to lower overall sugar consumption and improved health outcomes.
Thailand’s approach could also serve as a model for other countries grappling with high sugar diets and rising rates of metabolic diseases, demonstrating how governments and industry can work together to reshape food environments. As the campaign unfolds, authorities will monitor its impact on consumer behaviour and health indicators nationwide.
Looking Ahead: Broader Health Strategy
Officials have indicated that the sweetness reduction initiative is part of a wider public health strategy targeting non-communicable diseases, including efforts to promote physical activity, nutritional education and improved food labelling. Aligning beverage standards with global health recommendations remains a priority, as Thailand seeks to stem the tide of obesity and related conditions that burden its healthcare system.
As the new standards become established and public awareness grows, authorities hope Thailand will begin to see a shift in taste preferences — and ultimately, healthier populations with lower risks of diet-related illness.
