Thailand’s decision to implement the so-called “normal sweetness” initiative, which lowers sugar levels in beverages to curb non-communicable diseases (NCDs), has inspired other Asian countries.
The health department collaborated with nine major beverage brands, including Cafe Amazon, Inthanin, All Cafe, Black Canyon, PunThai and Chao Doi, to reduce sugar levels in beverages to 50 per cent of the original recipe, starting on February 11.
Under the new measure, a standard 16oz cup of fresh coffee or Thai milk tea will contain about 3.3 to 3.7 teaspoons of sugar, within the World Health Organisation’s recommended daily intake of six teaspoons.
Dr Pakorn Tungkasereerak, the department’s deputy director-general, assured that coffee shops will not make changes to their recipes and that consumers can still enjoy the same flavour, the Bangkok Post reported.
The nudge theory
Health officials said the initiative was designed using the “nudge theory,” a concept from behavioural economics that subtly influences consumer decisions by changing the default option.
They expressed optimism that lowering sugar levels will help adjust consumers’ palates and reduce long-term health risks without imposing a total ban, which could alienate them.
Phumsith Mahasuweerachai, an associate professor at Khon Kaen University, supported the move, noting it encourages better choices through simple adjustments.
“If we don’t nudge (customers) or prompt them, it’s difficult for them to make the change. They go to the coffee shop and it’s automatic,” he said, as quoted by The Guardian.
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Combatting obesity, diabetes and other health risks
Aside from encouraging better choices, the initiative aims to reduce Thais’ sugar consumption as part of broader efforts to combat rising obesity and diabetes rates.
According to government data, Thai people consume an average of 21 teaspoons of sugar a day, far exceeding recommended levels.
The “Health Survey of the Thai Population 2024–2025,” conducted by Ramathibodi Hospital in co-operation with the Health Systems Research Institute, also showed a rising trend in NCDs.
The survey found diabetes cases increased from 6.6% in 2004 to 10.6% in 2025, while obesity rose from 28.6% to 45 per cent, The Nation reported.
Other NCDs such as high cholesterol increased from 15.5% to 19.8%, while hypertension rose from 22 per cent to 29.5% over the same period.
Initiative receives mixed opinions from consumers
However, some Thai consumers expressed confusion over the initiative, with posts online asking how to order drinks with their preferred level of sweetness.
Some small business owners are also sceptical about its impact, saying it may affect the taste of teas and coffees even if recipes remain unchanged.
“The reasons why these drinks are popular is because of their strong, intense taste. Without sugar, the coffee and tea will be bland and bitter,” Auntie Nid told the Guardian.
Others welcomed the initiative, saying it would help them adopt a healthier lifestyle and reduce sugar intake over time.
Malaysia keen to follow Thailand’s move
Despite the mixed reactions, health think tank and Malaysian health activist Chan Li Jin urged Kuala Lumpur to adopt Thailand’s initiative of limiting the sweetness level of beverages.
“When people cannot make the right choices for their health, the government must step in,” she said, as quoted by Free Malaysia Today.
Malaysia has the 13th highest diabetes prevalence globally and the second highest in Southeast Asia, with 21 per cent of the population — or one in five people — living with the disease.
According to the World Health Organisation, diabetes is a chronic condition that occurs when the pancreas does not produce enough insulin or when the body cannot effectively use the insulin it produces.
The disease can lead to serious complications, including heart disease, kidney failure, blindness, stroke and amputations.
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