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Thailand is widely recognized for its high consumption of sugar-sweetened beverages (SSBs). The data from the Office of the Cane and Sugar Board in 2019 revealed that Thais consumed 2.5 million tons of sugar annually, equivalent to 25 teaspoons per person per day[1], which far exceeds the World Health Organization’s (WHO) recommendation of no more than six teaspoons per day.[2]
In response to the WHO's strong recommendation to reduce excessive sugar consumption due to its adverse health effects – such as obesity, diabetes, hypertension, and cardiovascular diseases[3] – Thailand introduced a tax on SSBs in 2017. Additionally, a non-tax measure in the form of “Less-Sweet Drink Policy and Campaign” was launched by the Department of Health (DOH) in March 2020 with the aim of curbing the overconsumption of SSBs. In collaboration with public and private sectors, including WHO Thailand and leading beverage franchises, the campaign targeted low sugar intake in Thai individuals of working age (15 – 59 years), and focused on lowering sugar content in non-alcoholic beverages and implementing visible sugar-level labels in cafés to promote informed choices.
In April 2020, sales data on SSBs collected from 9,674 participating cafés revealed that 32% of Thai consumers preferred drinks with less sugar content. During the first phase of the campaign (May-July 2020), the DOH collaborated with cafes and beverage businesses to develop low-sugar beverage recipes and introduced printed signs displaying sugar levels in coffee shops. These levels ranged from 0% (no added sugar) to 100% (the standard level of 10 teaspoons of sugar per serving), with intermediate levels, such as 25% (2.5 teaspoons), 50% (5 teaspoons) and 75% (7.5 teaspoons). These signs, strategically placed in high-visibility areas, encouraged consumers to choose low-sugar options and make healthier choices. After three months, sales data from 9,674 participating cafes showed a significant shift, with 55% of consumers choosing low-sugar drinks – a notable increase from the initial 32%.
The initiative’s second phase expanded on March 31, 2021, with additional large private sector businesses joining. By 2022, the third phase saw the development of “Wannoi Application” (wannoi means less sweet in English) and a database covering 25,000 franchise cafes and 2,788 local beverage shops nationwide. Between 2023 and 2024, integration with online food delivery platforms, such as Robinhood and LINEMAN Wongnai enabled the campaign to promote WHO-recommended standard level of <5 grams of sugar per 100 ml. Following these efforts, data from participating cafes in 2023 demonstrated that 57% of Thai consumers chose less-sweet drinks, accompanied by a reduction in average sugar intake per drink, which decreased by 12.2 grams, as reported by online delivery platforms.
Thailand’s “Less-Sweet Drink Policy and Campaign” has led to a significant drop in national sugar consumption. By 2023, annual sugar use had declined to 0.8 million tons, down from 2.5 million tons in 2019, reducing daily sugar intake per person to 8 teaspoons.[4] Additionally, “H4U Data 2024” from the Ministry of Public Health highlighted a growing preference for low-sugar beverages among Thai consumers, with the majority of adults (75%) choosing drinks with sugar levels between 0% and 75%, while 34.1% opted for beverages with only 0% to 25% sugar content. This progress indicates that Thailand is on track to achieve its national goal of 90% of consumers choosing low-sugar beverages by 2027.
Given the success of "Less-Sweet Drink Policy and Campaign" in shifting consumer behavior and reducing sugar consumption, the DOH remains committed to expanding the initiative through continued public-private partnerships, including collaborations with online food delivery platforms. These efforts aim to deepen insights into consumer behavior, utilize data for decision-making, and set future targets. The overarching goals are to encourage the consumption of beverages with 0% to 25% sugar content and promote health literacy among the Thai population to reduce the risk of non-communicable diseases and improve their overall health.
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