A crowd gathers around Auntie Nid, eager to see her prepare her famous iced Thai tea. She skillfully combines condensed milk, sugar, and freshly brewed tea to create a rich, orange drink poured over ice in a plastic bag. At 68, Auntie Nid prides herself on treating her customers well.
However, the Thai government is stepping in to reduce sugar in popular drinks. Recently, nine major coffee chains pledged to cut their standard sugar levels in half as part of a campaign aimed at improving public health and changing people’s taste preferences.
On average, Thais consume a staggering 21 teaspoons of sugar daily, far exceeding the World Health Organization’s recommendation of just six teaspoons. Sugary drinks play a big role in this high consumption, with Thailand historically being one of Asia’s largest consumers of calories from sweetened beverages.
To tackle this issue, Thailand introduced a sugar tax in 2017. This tax has pushed many manufacturers to reduce their sugar levels to dodge higher levies. “One of the biggest impacts has been product reformulation,” says Pojjana Hunchangsith, an assistant professor at Mahidol University. “However, this tax doesn’t cover street vendors, where sweet drinks are everywhere.”
The pilot initiative aims to work with major cafe chains, allowing customers to choose different sweetness levels—0%, 25%, 50%, 75%, and 100%. The new campaign plans to make the 100% sweetness option significantly less sugary.
Not everyone is convinced. Phakamas, a 39-year-old customer, enjoys her iced cocoa during her lunch break and says she doesn’t mind sugar as long as it’s in moderation. “I consume it maybe once or twice a week,” she shares.
Auntie Nid, who has been in business for 30 years, is reluctant to change her recipe. “No way!” she exclaims, surrounded by both tourists and locals. She believes the strong, sweet flavors are what draw customers in. “Without sugar, it’s just bland.”
There’s hope that small adjustments can help shift customer preferences. Phumsith Mahasuweerachai, an associate professor at Khon Kaen University, found that offering customers the chance to choose their sweetness level encourages them to go for less sugar. “If we don’t prompt customers, it’s tough for them to make changes,” he explains.
As trends around health and wellness grow, it’s becoming clearer that even subtle shifts in choices can lead to healthier habits. This could be a way for Thailand to combat its sugar problem while still allowing customers to enjoy their favorite drinks.
While Auntie Nid’s iced tea remains a favorite, the balance between tradition and health is something many will have to navigate. For more information on sugar’s impact on health, check out this article.
