Thailand's Initiative to Reduce Sugar in Popular Beverages

In a significant health initiative, the Thai government is taking steps to reduce sugar consumption in popular beverages. This month, nine major coffee chains in Thailand committed to halving the amount of sugar considered "normal sweetness" in select drinks. This campaign aims to reset consumer taste preferences and improve public health, as Thai citizens currently consume an average of 21 teaspoons of sugar daily, far exceeding the World Health Organization's recommended limit of six teaspoons. Sugary drinks are identified as a primary contributor to this high intake, with Thailand being one of Asia's largest consumers of calories from sweetened beverages.

The Guardian

The recent measures build on previous efforts, including a sugar tax implemented gradually since 2017, which targets pre-packaged sugary drinks. According to Pojjana Hunchangsith, an assistant professor at Mahidol University, the tax has led to significant product reformulation, prompting manufacturers to lower sugar levels to avoid higher tax rates. However, the tax does not extend to street vendors or cafes, where freshly made drinks, often laden with sugar, remain prevalent. These establishments offer a wide variety of sweet options, complicating the regulation of sugar intake.

The Guardian

Consumer reactions to the government's initiative vary. Ann Thumthong, a taxi driver in Bangkok, supports the measures, noting the difficulty of avoiding sugary options when purchasing food and drinks. She has become more health-conscious over time, opting for fruits instead of desserts. Phumsith Mahasuweerachai, an associate professor at Khon Kaen University, emphasizes the potential for encouraging healthier choices through simple adjustments, such as offering customers the ability to select their drink's sweetness level. His research indicates that without prompts, consumers tend to default to higher sugar options.

The Guardian

Despite the government's efforts, some local vendors, like Auntie Nid, remain resistant to altering their recipes. Auntie Nid, who has operated her tea and coffee shop in Bangkok's old town for 30 years, believes that reducing sugar would compromise the flavor of her drinks, which are popular among both locals and tourists. She states, “Without sugar, the coffee and tea will be bland and bitter.” This sentiment reflects a broader challenge in changing consumer behavior, as many patrons continue to seek out the intense flavors that sugar provides.

The Guardian

While the government's campaign aims to promote healthier choices, there is a notable gap in regulation for street vendors and cafes, which are significant sources of sugar intake. The effectiveness of the new measures in changing consumer habits remains to be seen, particularly in environments where traditional recipes and preferences dominate.

The Guardian

• “I want to spoil my customers,” — Auntie Nid, Shop Owner

The Guardian

• “If we don’t nudge [customers] or prompt them, it’s difficult for them to make the change,” — Phumsith Mahasuweerachai, Associate Professor

The Guardian

• “The reasons why these drinks are popular is because of their strong, intense taste,” — Auntie Nid, Shop Owner

The Guardian

• “For me, in the past, when I finished the meal I went straight for the desert, but now I opt for fruits instead,” — Ann Thumthong, Taxi Driver

The Guardian