Thailand Sets New National Standard: ‘Normal Sweetness’ Drinks Limited to Half Sugar
Health authorities and major beverage chains agree to halve default sugar levels on freshly brewed drinks from February 11 to curb rising diet-related diseases
Thailand’s Department of Health has introduced a new national standard that redefines “normal sweetness” for freshly brewed beverages so that default sugar levels will be capped at 50 percent of traditional recipes, part of a broader effort to improve public health outcomes.
The initiative, set to take effect on February 11, will see major drink chains adjust the sugar content of default orders in coffees, teas and other custom-made beverages to help consumers reduce sugar intake and lower the risk of non-communicable diseases.
Under the new guideline, a 16-ounce cup prepared at “normal” sweetness will contain about 3.3 to 3.7 teaspoons of sugar — well within the World Health Organization’s recommended daily limit of six teaspoons.
Participating outlets include well-known chains such as Café Amazon, Inthanin, All Café, Black Canyon and others, which have voluntarily joined the government-led campaign to make healthier defaults the norm while still allowing customers to request higher sweetness if desired.
The Department of Health described the policy as an application of behavioural economics’ “nudge theory,” making the healthier option the default to encourage better habits without restricting individual choice.
Officials emphasised that the change does not prohibit sugar outright but aims to shift consumer preferences and reduce excessive consumption, which remains significantly above recommended levels among Thais.
Health data indicate that average sugar intake in Thailand far exceeds global guidelines, contributing to elevated rates of obesity, diabetes and other chronic conditions.
By collaborating with the private sector, health authorities hope the new standard will make substantial progress in addressing these long-term public health challenges.
The campaign also dovetails with Thailand’s broader nutrition and excise tax policies, including an expanded “Sugar Tax” framework that has already shaped beverage pricing and production.
While ready-to-drink packaged drinks have been subject to sugar content taxation for years, freshly prepared beverages have historically been harder to regulate.
By setting a nationwide 50 percent sweetness baseline, authorities aim to close that regulatory gap and build healthier environments across communities.
Consumers will still be able to adjust sweetness levels according to personal preference, preserving choice while steering default behaviour toward better health outcomes.
The initiative, set to take effect on February 11, will see major drink chains adjust the sugar content of default orders in coffees, teas and other custom-made beverages to help consumers reduce sugar intake and lower the risk of non-communicable diseases.
Under the new guideline, a 16-ounce cup prepared at “normal” sweetness will contain about 3.3 to 3.7 teaspoons of sugar — well within the World Health Organization’s recommended daily limit of six teaspoons.
Participating outlets include well-known chains such as Café Amazon, Inthanin, All Café, Black Canyon and others, which have voluntarily joined the government-led campaign to make healthier defaults the norm while still allowing customers to request higher sweetness if desired.
The Department of Health described the policy as an application of behavioural economics’ “nudge theory,” making the healthier option the default to encourage better habits without restricting individual choice.
Officials emphasised that the change does not prohibit sugar outright but aims to shift consumer preferences and reduce excessive consumption, which remains significantly above recommended levels among Thais.
Health data indicate that average sugar intake in Thailand far exceeds global guidelines, contributing to elevated rates of obesity, diabetes and other chronic conditions.
By collaborating with the private sector, health authorities hope the new standard will make substantial progress in addressing these long-term public health challenges.
The campaign also dovetails with Thailand’s broader nutrition and excise tax policies, including an expanded “Sugar Tax” framework that has already shaped beverage pricing and production.
While ready-to-drink packaged drinks have been subject to sugar content taxation for years, freshly prepared beverages have historically been harder to regulate.
By setting a nationwide 50 percent sweetness baseline, authorities aim to close that regulatory gap and build healthier environments across communities.
Consumers will still be able to adjust sweetness levels according to personal preference, preserving choice while steering default behaviour toward better health outcomes.
