A wave of cutting-edge scientific research has triggered global alarm bells over the dangers of sugar, with health experts comparing its addictiveness and health impact to those of nicotine and even cocaine. As new findings highlight the biochemical and psychological hold of sugar on the brain, Thailand is both a consumer and battleground, taking concrete policy steps to help curb this ‘sweet danger’ before it causes a wider epidemic of obesity, diabetes, and mental health disorders.
For centuries, sugar was a rare indulgence, but the modern Thai diet — like diets worldwide — is saturated with added sugar in drinks, snacks, and processed foods. According to a recent article from DW, over 60% of food and beverage products in US supermarkets now contain added sugars, with parallel trends seen across Asia as processed food markets grow (DW). The result: the average North American consumes 17 teaspoons of added sugar per day — far beyond recommended levels — while in Thailand, daily consumption of sugar-sweetened beverages ranges from 40% to 70% of the population (ScienceDirect, summary).
Why does this matter for Thai families and policymakers? Sugar is no longer just a dietary preference or cultural treat. Researchers from leading institutions — including Mount Sinai Morningside Hospital in New York and Queensland University of Technology, Australia — now warn of a cycle of craving, bingeing, and withdrawal that mimics patterns seen in classic substance addiction. Chronic overconsumption of sugar, according to neuroscientific studies, disrupts neuronal pathways in the brain, especially those managing dopamine and emotional response (NYTimes). Evidence links high sugar intake not only to obesity and Type 2 diabetes but to heightened risks for heart disease, some cancers, cognitive decline, and mental health issues, including depression.
Thai health officials and researchers are increasingly vocal about the threat, alarmed by the surge in diet-related diseases. The World Health Organization recommends limiting free sugar intake to less than 10% of daily energy, ideally dropping to below 5% (Wikipedia - Sugar health effects). In practice, most Thais — especially young people — far exceed this target. Industry research reveals that in early 2024, white and refined sugar consumption in Thailand expanded by 3.1% year-on-year to 660,000 tonnes in just three months (Krungsri Research).
But what exactly makes sugar so hard to resist — and so damaging over time? The answer, recent research shows, is both behavioral and biological. Studies published in 2024 (PubMed summaries, DW article) confirm that sugar intake triggers dopamine surges — the same brain system hijacked by drugs. While sugar may not bind brain receptors as directly as cocaine, repeated bingeing on sweet foods can alter dopamine pathways. “These changes parallel those seen in substance use disorders and may contribute to the cycle of craving and overconsumption,” explained a food addiction specialist at Mount Sinai Morningside Hospital. A psychiatrist at Carol Davila University in Romania emphasized, “The pleasurable taste of sugary foods is responsible for addiction, not their high content of sugars. It’s the reward feeling — not just the molecules — that’s truly addictive.” (DW)
Lifestyle and emotional stress are also major drivers. Neuroscientists at Queensland University of Technology highlight the deep linkage between sugar and emotional regulation: stress and early-life trauma make some people especially vulnerable to falling into a cycle of sugar cravings and compulsive snacking. Research even shows a direct link between high sugar intake and increased risk for depression and anxiety (Frontiers in Nutrition). One cited study found people who drank four or more soft drinks a week were twice as likely to report depression compared with low or non-consumers.
Thailand is feeling these health impacts directly. Rates of obesity, metabolic syndrome, and Type 2 diabetes are on the rise. An umbrella review published in 2025 confirmed that improved diets and reduced sugar could sharply cut risk for these chronic diseases (PubMed summary). Especially concerning for parents: children are particularly susceptible, with sugar intake linked to both childhood obesity and dental issues like early childhood caries (PubMed).
Given these dangers, what can be done to protect Thai public health? The answer, evidence shows, is multi-faceted. Cognitive behavioral therapy (CBT) and structured nutrition strategies, such as gradually reducing added sugars, boosting protein and fiber intake, and planning meals, are all proven methods for individuals seeking to break sugar habits (DW). But experts caution that very few succeed alone, especially when confronted daily with the intense marketing and accessibility of sweetened products.
That’s where Thailand’s government has stepped in. Since 2017, the Ministry of Finance has rolled out a progressive sugar tax, targeting drinks with high sugar content (Bangkok Post). The tax policy, entering its final phase in April 2025, boosts excise rates sharply for sugary beverages: drinks with 10–14g sugar per litre are now taxed at 5 baht per litre, up from 3 baht; lower-sugar drinks face smaller but still notable hikes, while those at 6g or less are tax-exempt. The clear aim is to force manufacturers to reformulate recipes or pay the price.
The response has been dramatic. From 2018 to 2023, the number of beverages with 6g sugar or less soared from just 90 to 4,736 products. Meanwhile, those with sugar content exceeding 14g per litre have all but disappeared from the market (Bangkok Post). This regulatory approach echoes global trends: the UK’s sugar tax drove soft drink companies to cut sugar content industry-wide (DW). However, international experts warn that taxes must be carefully designed and high enough to cover all high-sugar products, not just soft drinks — loopholes, such as switching to untaxed fruit juices, can undermine progress.
Thailand’s policy actions are not occurring in a vacuum. Across the region, health authorities are racing to implement public education campaigns, school restrictions, and front-of-pack food labeling. Yet experts caution that tackling sugar addiction requires more than fiscal policy: it demands a change in social norms, marketing practices, and even cultural attitudes toward sweets.
Thailand’s relationship with sugar is shaped by deep-rooted cultural traditions — from sweetened iced tea and snacks at family gatherings to merit-making sweets at temples. Awareness of the risks and practical, actionable steps are essential. For individuals, the most immediate advice is to read food labels carefully, choose water or unsweetened beverages, and limit processed snacks. For families and schools, ensuring access to healthy alternatives and teaching children about “hidden sugars” can make a major difference.
Looking to the future, what are the prospects? Scientific insight into the brain’s response to sugar will continue to drive more targeted public health campaigns. Policy momentum suggests that taxes will expand to include wider product categories, and Thailand’s food industry will increasingly focus on reformulation, artificial sweeteners, and “better for you” products. However, there remain challenges: monitoring for unintended market shifts, addressing the influx of imported high-sugar products, and supporting vulnerable groups with education and healthy choices are all ongoing needs.
In summary, the latest research confirms what many health advocates have suspected: sugar can change the brain and body in ways that resemble addiction, fueling a rise in chronic diseases. Thailand’s progressive sugar tax shows early promise, but it’s up to every Thai — from policymakers to parents to teens — to be aware of the risks and take action. Experts recommend starting small: cut back on daily sweetened drinks, experiment with natural flavors, and support calls for stronger food labeling and advertising standards. A sweeter, healthier future for Thailand depends on confronting the realities of sugar — and choosing with care, every day.