Thailand Tackles High Sugar Consumption with Novel Health Drive

Bangkok, Thailand – A new government initiative is underway in Thailand to reduce the country’s alarmingly high sugar intake, focusing initially on major coffee chains and their default sweetness levels. This move comes as Thailand historically ranks among Asia’s biggest consumers of calories from sweetened drinks, with the average Thai person consuming 21 teaspoons of sugar daily – far exceeding the World Health Organization’s recommended limit of six teaspoons.

Major Chains Commit to Reducing Sugar

Nine of Thailand’s leading coffee chains have pledged to halve the amount of sugar considered “normal sweetness” in select beverages, aiming to reshape consumer preferences and improve public health. Many establishments already offer customers a choice of sweetness levels – 0%, 25%, 50%, 75%, and 100% – and the new campaign builds upon this existing framework.

A Long-Term Strategy

This latest effort is part of a broader strategy to combat sugar consumption that began in 2017 with the gradual implementation of a sugar tax on pre-packaged sugary drinks. The final phase of the tax rollout occurred last year. According to Pojjana Hunchangsith, assistant professor at Mahidol University, the tax has already spurred “product reformulation, with many manufacturers lowering sugar levels to avoid higher tax rates.”

Challenges Remain with Street Vendors and Cafes

Despite the success of the sugar tax on pre-packaged drinks, a significant challenge remains in regulating sugar content in beverages sold by street vendors and smaller cafes. These establishments, known for their diverse and often intensely sweet offerings – including boba milk teas, iced cocoa, and the popular Thai pink milk – are currently exempt from the tax. “They are very important sources of sugar intake in Thailand,” Hunchangsith noted, adding that regulating freshly made drinks is considerably more hard.

Nudging Consumers Towards Healthier Choices

Research suggests that simple interventions can encourage consumers to opt for less sugary drinks. A study conducted by Phumsith Mahasuweerachai, associate professor at Khon Kaen University, found that offering customers a choice regarding the sweetness level of their drinks prompted them to choose less sugar. Interestingly, providing calorie information alone did not have a significant impact on their choices. “If we don’t nudge [customers] or prompt them, it’s difficult for them to make the change,” Mahasuweerachai explained. “They go to the coffee shop and it’s automatic.”

Auntie Nid’s Traditional Approach

The shift towards reduced sugar isn’t universally embraced. Auntie Nid, a well-known Bangkok street vendor who has been serving traditional Thai tea and coffee for 30 years, remains steadfast in her recipe. Her popular iced Thai tea is made with condensed milk and three tablespoons of sugar, a combination she believes is essential to its flavor. “The reasons why these drinks are popular is as of their strong, intense taste,” she says. “Without sugar, the coffee and tea will be bland and bitter.” Her shop has gained popularity, particularly among tourists, thanks to social media attention.

Public Support for Change

Despite Auntie Nid’s resistance, some consumers welcome the move towards healthier options. Ann Thumthong, a Bangkok taxi driver, expressed her support for the measures, noting that it’s often difficult to avoid sugary drinks when eating out. She also shared that she has become more health-conscious with age, opting for fruit instead of desserts.

Looking Ahead

Thailand’s efforts to reduce sugar consumption represent a significant step towards improving public health. While challenges remain in regulating all sources of sugary drinks, the combination of taxation, industry cooperation, and consumer nudging offers a promising path forward. The success of these initiatives will likely be closely watched by other countries in the region facing similar health concerns.