Thailand Tackles High Sugar Consumption with New Cafe Initiative
Bangkok, Thailand – In a nationwide effort to combat rising health concerns linked to excessive sugar intake, Thailand is implementing a new initiative aimed at reducing the sweetness of beverages sold at major coffee and tea chains. The move, launched this month, will halve the amount of sugar considered “normal” in many popular drinks, a step officials hope will reset taste buds and improve public health.
The initiative comes as Thailand grapples with alarmingly high sugar consumption levels. According to data, Thai people consume an average of 21 teaspoons of sugar per day – significantly exceeding the World Health Organization’s recommended daily limit of six teaspoons. Sugary drinks have long been identified as a major contributor to this problem, with the country historically being one of Asia’s largest consumers of calories from sweetened beverages.
Nine major Thai beverage chains, including Café Amazon, Inthanin, and All Café, have partnered with the Department of Health to implement the new standard. Under the campaign, ordering a drink with “normal sweetness” will now result in a beverage containing 50% less sugar than previously. For example, a 16-ounce coffee that once contained approximately 7.3 teaspoons of sugar will now be limited to 3.7 teaspoons, while iced tea and milk tea will see a reduction from 6.6 to 3.3 teaspoons.
This latest effort builds on previous measures taken by the Thai government to address sugar consumption, including the gradual implementation of a sugar tax beginning in 2017. The tax targets pre-packaged sugary drinks and has already prompted some manufacturers to reformulate their products to reduce sugar content and avoid higher tax rates, according to Pojjana Hunchangsith, an assistant professor at Mahidol University.
However, the sugar tax does not extend to street vendors and smaller cafes, which remain significant sources of sugary drinks. These establishments offer a wide array of sweet options, from boba milk teas to iced cocoa and uniquely Thai beverages like pink milk, making regulation challenging.
The new campaign focuses on larger chains, but the principle of offering customers choices regarding sweetness levels is already common practice. Many shops display cards offering options for 0%, 25%, 50%, 75%, and 100% sweetness.
The shift is being welcomed by some consumers. Ann Thumthong, a 55-year-old taxi driver in Bangkok, expressed her support for the measures, noting the difficulty of avoiding sugary drinks when purchasing food and beverages. She added that she has personally become more health-conscious with age, opting for fruit instead of desserts.
Experts believe that even subtle adjustments can encourage healthier choices. Phumsith Mahasuweerachai, an associate professor at Khon Kaen University, conducted a study demonstrating that simply providing customers with the option to choose their desired sweetness level prompted them to select less sugary drinks. He found that providing calorie information alone did not have a significant impact.
“If we don’t nudge [customers] or prompt them, it’s difficult for them to make the change,” Mahasuweerachai said. “They go to the coffee shop and it’s automatic.”
Not everyone is convinced. Auntie Nid, who has run a traditional tea and coffee shop in Bangkok’s old town for 30 years, remains skeptical. She believes the appeal of her drinks lies in their intense sweetness. “The reasons why these drinks are popular is because of their strong, intense taste,” she said, adding three heaped tablespoons of sugar to an iced Thai tea for a customer. “Without sugar, the coffee and tea will be bland and bitter.”
Despite Auntie Nid’s reservations, the government hopes the initiative will encourage a broader shift towards healthier beverage choices and contribute to long-term improvements in public health. The campaign represents a significant step in Thailand’s ongoing efforts to address the health risks associated with high sugar consumption.
