Starting Today: Thailand’s Department of Health Redefines “Regular Sweet” to 50% Sugar Cutting Sugar in Half to Reduce NCD Risks

Bangkok, February 11, 2026  Thailand’s Department of Health under the Ministry of Public Health has officially implemented a new nationwide sweetness guideline, redefining “regular sweet” beverages to contain only 50% of the original sugar level, effective today.

The initiative is being launched in collaboration with nine major domestic beverage brands, including Café Amazon, Inthanin, All Café, Black Canyon, Punthai Coffee, and Chaodoi, among others.

 

A Behavioral Economics Approach to Health

The policy applies principles of behavioral economics, adjusting the default setting in beverage orders. Previously, ordering a drink at “regular sweetness” often resulted in sugar levels exceeding recommended health standards. Under the new system, “regular sweet” will automatically contain only half the original sugar content.

Consumers may still customize sweetness levels, but the healthier 50% option is now the default.

 

What Does This Mean in Practice?

For a standard 16-ounce (473 ml) beverage:

- Fresh coffee

          Previously: 7.3 teaspoons of sugar (100% sweetness)

          Now: 3.7 teaspoons

- Thai iced tea or milk tea

          Previously: 6.6 teaspoons

          Now: 3.3 teaspoons

The World Health Organization (WHO) recommends that adults consume no more than 6 teaspoons of sugar per day. By reducing sweetness to 50%, most beverages will now contain sugar levels more manageable for the body — particularly tea and coffee drinks, which will average approximately 3–4 teaspoons per serving.

 

Consumer Trends Already Shifting

Mr. Pichet Itthakor, Secretary-General of the Food and Beverage Industry Group at the Federation of Thai Industries, previously noted at a national academic forum on nutrition and NCD prevention that consumer behavior has been shifting toward beverages with lower or zero sugar.

 

Health Benefits Beyond Weight Control

According to the Department of Health, reducing sugar intake does more than lower the risk of overweight and non-communicable diseases (NCDs). Additional benefits include:

Improved Skin Health

Lower sugar intake reduces glycation  a process that damages skin structure  helping:

- Delay premature aging

- Prevent early wrinkles

- Reduce acne inflammation

- Maintain firmer, more youthful-looking skin

 

Stable Blood Sugar Levels

More stable glucose levels support:

- Improved concentration for work or study

- Reduced irritability

- Less afternoon fatigue

 

Reduced Abdominal Fat

Cutting sugar in half per beverage can help:

- Reduce bloating

- Decrease visceral fat

- Improve body contour  without increasing exercise intensity

 

Retraining the Palate

The 50% sweetness level serves as a midpoint for gradual taste desensitization. Over time, taste buds adapt, allowing individuals to better appreciate natural sweetness from fruits and whole foods. Healthier, lower-sugar foods become more enjoyable.

Taste receptor cells for sweetness typically regenerate every 14 days, meaning sustained behavior change can quickly recalibrate sugar preference.

Reduced Liver and Pancreatic Burden

Lower sugar intake reduces stress on:

- The liver

- The pancreas (which produces insulin)

This helps decrease long-term risks of:

- Fatty liver disease

- Type 2 diabetes

Additionally, improved metabolic efficiency supports overall long-term health.

 

The Department of Health views this policy as a significant structural step in reducing Thailand’s rising NCD burden  without restricting consumer choice  by simply making the healthier option the new normal.

 

Source: ThaiHealth