Thailand Dials Back the Sweetness
For many Thais, no meal feels complete without an iced coffee or tea so sugary it rivals dessert. This deeply ingrained cultural habit transforms roadside coffee stands and convenience store counters into daily rituals where sweetness signals satisfaction. In a tropical climate where temperatures regularly climb above 30 degrees Celsius, cold beverages provide essential refreshment, yet the traditional preparation methods rely heavily on condensed milk and syrup. These drinks, often consumed three or four times daily, have created a population accustomed to sweetness levels that would startle most Western palates.
This cultural staple now faces a dramatic transformation. Starting February 11, 2026, nine major coffee chains across the nation pledged to cut the default sugar content in their drinks by half, marking a major shift in how Thailand confronts its mounting public health crisis. The initiative, spearheaded by the Department of Health under the banner “Normal Sweetness Equals 50% Sweetness,” targets a population that currently consumes an average of 21 teaspoons of sugar daily. This figure exceeds the World Health Organization’s recommended limit of six teaspoons by more than threefold. The participating brands represent a cross-section of Thai beverage culture, from gas station cafés to main street chains. The lineup includes Café Amazon, Inthanin, All Café, Black Canyon, Punthai, Chao Doi, Kudsan Bakery & Coffee, and Bellinee’s. Together, these seven companies operating nine major brands control substantial market share in a country where sweetened beverages form the backbone of social and culinary traditions.
A Health Crisis Measured in Teaspoons
The urgency behind this policy becomes clear when examining Thailand’s health statistics. According to 2025 data from the Department of Health, approximately 45% of Thais aged 15 and older classify as obese, accounting for roughly 27.4 million people. Diabetes affects about 10% of the population, or 6.1 million adults, with many more falling into borderline diabetic categories. Hypertension impacts 29.5% of the population, while 28.4% live with metabolic syndrome. These numbers reflect a sharp escalation in chronic diseases that health officials attribute largely to dietary habits, particularly the consumption of sweetened beverages.
The Bureau of Nutrition conducted detailed surveys revealing alarming sugar concentrations in popular drinks. A standard 22-ounce iced coffee contains an average of nine teaspoons of sugar, while a modest 10-ounce serving of bubble milk tea can pack as much as 12 teaspoons. When multiplied across multiple daily purchases, these figures quickly exceed safety thresholds. Under the new standard, a 16-ounce iced coffee that previously contained roughly 7.3 teaspoons of sugar will now deliver approximately 3.7 teaspoons. Similarly, milk teas and iced teas will drop from about 6.6 teaspoons to 3.3 teaspoons per serving, bringing these beverages within safer daily intake ranges.
Healthcare professionals emphasize that reducing sugar intake yields immediate benefits beyond weight management. Lower sugar consumption correlates with improved skin health, reduced premature aging, better concentration, less fatigue, and decreased risks of fatty liver disease. Health officials warn that excessive sugar intake correlates directly with increased risks of type 2 diabetes, cardiovascular complications, and inflammation.
The Behavioral Economics of Better Health
Rather than banning sugar or imposing strict regulations, Thai health officials opted for a subtler approach rooted in behavioral economics. The strategy relies on “Nudge Theory,” a concept developed by behavioral scientists that suggests changing default options can steer people toward better choices without removing freedom of choice entirely. By redefining “normal sweetness” as 50% rather than 100%, officials hope to reset consumer palates gradually while still allowing customers to request higher sugar levels if desired.
This psychological approach recognizes that most consumers stick with default settings. When 100% sweetness represented the standard, few customers actively considered reducing their intake. By flipping the default to 50%, the policy creates friction for those wanting extra sugar while making the healthier choice the path of least resistance. The theory suggests that over time, palates will adjust to appreciate less sweetness, making the reduced levels taste normal while previously standard levels begin to taste excessively sweet.
Amporn Benjaponpitak, director general of the Department of Health, characterized the initiative as a watershed moment for public health strategy. She explained that earlier campaigns required consumers to make active decisions to reduce sugar, while this new approach changes the environmental default.
“This initiative is the first significant step to change consumers’ sugar consumption behavior.”
The deputy director general, Pakorn Tungkasereerak, reinforced this urgency by citing the 2025 health data showing obesity and diabetes rates at critical levels requiring immediate intervention.
Learning from Half a Decade of Progress
This latest campaign does not emerge from a vacuum. Thailand has steadily built infrastructure for sugar reduction over nearly a decade. In 2017, the government introduced a sugar sweetened beverage tax targeting processed drinks. By 2020, the Department of Health launched the “Less Sweet Can Be Ordered” campaign, requiring sugar content labels in coffee shops and promoting low sugar options ranging from 0% to 100% in 25% increments. These labels clearly indicate sugar content from 0% (no sugar added) through 25% (2.5 teaspoons), 50% (5 teaspoons), 75% (7.5 teaspoons), to 100% (10 teaspoons).
These efforts yielded measurable results documented in a study published in The Lancet Regional Health Southeast Asia in 2025. Researchers found that Thai consumers reduced sugar intake by 57% over five years. In April 2020, initial sales data from 9,674 participating coffee shops showed 32% of consumers choosing reduced sugar options. After the introduction of standardized sugar content labels, this figure rose to 55% within three months. By 2023, 57% of consumers selected less sweet drinks.
National sugar consumption dropped dramatically from 2.5 million tonnes annually in 2019 to 0.8 million tonnes currently, cutting per capita intake from 25 teaspoons to eight teaspoons daily. Current data shows 75% of adults now select drinks with 0% to 75% sugar content, with 34.1% choosing beverages containing just 0% to 25% sugar. The Department of Health has established an ambitious target of having 90% of consumers choose less sweet beverages by 2027.
When Business Interests Align with Public Health
The new initiative aligns strategically with Thailand’s existing sugar tax framework. While bottled beverages face straightforward taxation based on sugar content per liter, freshly brewed drinks historically escaped similar regulation due to preparation variability. This voluntary partnership allows the government to address that enforcement gap while offering businesses a competitive advantage. For operators, reducing syrup usage by half cuts variable costs while maintaining retail prices, protecting profit margins against rising tax pressures and raw material inflation.
The timing coincides with the next phase of Thailand’s sugar tax collection targets, set at 578.2 billion THB (approximately $17.1 billion) for 2026. By positioning the reduction as a health initiative rather than a tax increase, the government creates goodwill while achieving similar public health outcomes. Industry representatives note that consumer preferences already shift toward less sweet options, making this transition a strategic survival tactic for chains facing evolving market demands.
Participating companies include major players like Bangchak Retail Company Limited operating Inthanin Coffee, PTT Oil and Retail Business managing Café Amazon, and CP All overseeing All Café, Kudsan Bakery and Coffee, and Bellinee’s. These corporations dominate the landscape from standalone cafés to convenience store counters and roadside gas station locations, ensuring the policy reaches consumers across all socioeconomic segments.
Voices from the Coffee Line
Early reactions among Thai consumers reveal mixed adaptation patterns as the new standards take effect. Sirinya Kuiklang, an office worker in Bangkok, represents the segment of health conscious consumers who have already adjusted their habits. She currently orders her drinks at 25% sweetness and sees the policy as a necessary correction for public health.
“It’s good for Thai people. I already order my drinks at just 25% of the standard sugar level, but I am aware that many others consume too much sugar.”
Another office worker, Porwares Tantikanpanit, illustrates the challenge of converting those who enjoy traditional sweetness levels. He admits enjoying his non-coffee beverages at current sugar levels but expresses willingness to adjust if shops reduce sweetness systematically rather than leaving the choice to individual discipline.
However, implementation has generated practical confusion. Some customers responded to social media announcements with questions about how to maintain their preferred sweetness levels. Several brands clarified that the reduction applies only to specific menu items, creating a patchwork of sugar content that varies by location and beverage type. Because each brand can apply the initiative as they see fit, consistency remains a challenge for consumers seeking predictable experiences across different chains. Health officials acknowledge these implementation variations but emphasize that the voluntary nature of the agreement allows brands flexibility to adapt the program to their specific operational capabilities.
Implications for International Visitors
Visitors to Thailand may notice the shift immediately upon ordering familiar favorites. International tourists often remark on the intense sweetness of traditional Thai beverages, particularly Cha Yen (Thai milk tea) and iced coffee with condensed milk. Under the new standards, returning visitors might find their usual orders taste noticeably different unless they specifically request full sweetness.
The change presents an opportunity for travelers to experience Thai beverage culture with reduced sugar impact. Since most chains continue offering 100% sweetness upon request, tourists can still sample traditional preparations while having easier access to moderate options. The Thai Coffee Association supports the initiative, suggesting that international visitors may appreciate the alignment with global health trends while preserving authentic flavors for those who seek them.
Health officials hope that by 2027, 90% of consumers will choose less sweet beverages, a goal that would dramatically alter the taste profile of Thailand’s famous drink culture. For now, the Valentine’s season launch serves as a symbolic reminder that caring for one’s health can begin with choosing less sugar, one cup at a time.
The Bottom Line
- Nine major Thai coffee chains including Café Amazon, Inthanin, All Café, Black Canyon, Punthai, Chao Doi, Kudsan Bakery & Coffee, and Bellinee’s now define “normal sweetness” as 50% of previous sugar levels, effective February 11, 2026
- Thais consume an average of 21 teaspoons of sugar daily, exceeding WHO recommendations of six teaspoons by more than three times
- Health data indicates 45% of Thai adults are obese and 10% have diabetes, with 28.4% experiencing metabolic syndrome
- The policy employs “Nudge Theory” behavioral economics to make lower sugar the default while preserving consumer choice
- Previous campaigns achieved a 57% reduction in sugar consumption over five years, with current goals targeting 90% of consumers choosing low sugar options by 2027
- Customers can still request 100% sweetness, though confusion about implementation across different brands has emerged
- The initiative aligns with Thailand’s sugar tax policies and offers cost savings for beverage operators through reduced syrup usage
