This report looks at the following areas:
- The shift from reformulation-led health to consumer-led self-regulation
- The rising importance of culinary trust over technical health solutions
- Demand for selective reduction across product categories instead of blanket avoidance
- The dominance of balance and progress over elimination in health decision-making
- The emerging need for new brand roles beyond nutrition compliance
Sugar and sodium reduction will not be won by removing more ingredients, but by redesigning control, rebuilding trust and reframing health as balance.
Phurisa Phagudom, Research Analyst – Food and Drink, Thailand
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
This report examines Thai consumers’ attitude towards salt and sugar reduction in food and drinks. It covers sugar and salt alternatives, claims and actions regarding to reduce sodium and sugar intake.
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EXECUTIVE SUMMARY
- What you need to know
- Key issues covered in this Report
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MARKET LANDSCAPE
- Low salt and sugar are steadily becoming higher priorities for consumers when choosing food products
- Graph 1: top priorities when shopping for food, 2025
- Brands have responded to consumer demands for reduced salt and sugar through reformulation and claims
- Graph 2: share of product launches with sugar reduction claims*, by sub-category, 2021-25
- Established Thai brands offer low-sugar alternatives alongside original classics
- Table condiments lead sodium-related claims despite steady decline
- Graph 3: share of product launches with sodium reduction claims*, by sub-category, 2021-25
- Driving change requires collaborative efforts from multiple stakeholders, including brands, public authorities and consumers
- Financial constraints are creating a divide between consumers with strict and flexible commitments to healthier habits
- Graph 4: plans to reduce sugar/sodium intake, 2025
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SHIFT FROM HEALTHIER PRODUCTS TO HEALTH-ENABLING DESIGNS
- Now: consumers today prioritise self-regulation over health claims when reducing salt and sugar intake
- Graph 5: actions to reduce sodium and/or sugar intake, 2025
- Now: consumers show desire for a healthier lifestyle, but certain priorities remain unchanged
- Now: position brands as enablers of control, not just healthier substitutes
- Next: shift innovation from ‘better-for-you products’ to ‘better control formats’
- Next: sugar and salt reduction could be reframed as an act of beauty and self-care
- Graph 6: consumers who strongly agree that ‘reducing sodium and sugar intake for beauty benefits is appealing’, by demographic profile, 2025
- Next: address sugar’s impact on skin health with anti-glycation offerings
- Next: tailor lower-sodium offerings to address skin and beauty issues
- Future: consumers’ tongues will reset to appreciate balanced flavours with help from health hack devices
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REPLACE ‘ELIMINATION MESSAGING’ WITH ‘PROGRESS AND BALANCE’ FRAMING
- Now: Thai consumers are focusing on reducing ‘visible sugar’ rather than ‘hidden sugar’
- Graph 7: drink categories consumers plan to reduce the most to lower sugar intake, 2025
- Now: sweetened beverage innovation requires a dual strategy to meet diverse consumer reduction goals
- Graph 8: sugar level preference in drinks, 2025
- Now: Thai beverage consumers are more willing to pay for health progress than for taste preservation
- Graph 9: beverages consumers are willing to pay more for, 2025
- Now: high-sugar RTD drink brands must justify sugar with added value
- Next: sweets and desserts will be the next avenue to strike the balance between indulgence and health
- Graph 10: food and drink categories consumers plan to reduce the most to lower sugar intake, 2025
- Next: renovate familiar sweets and dessert flavours with a healthy twist
- Next: cater functional sugar-conscious dairy to Gen Z and Millennials
- Thais prefer better balance, not perfect elimination
- Graph 11: sugar-related claims that encourage consumers to purchase a product, 2025
- Sugar reduction solutions are filtered through trust and gut comfort, not just naturalness
- Graph 12: sugar alternatives preference, 2025
- Now: lead with trusted sweetener anchors to lower trial barriers
- Graph 13: share of non-alcoholic beverage launches with sugar reduction claim, by top five sweetener ingredient, 2021-25
- Now: sustain artificial sugar substitute positivity among health-conscious consumers
- Graph 14: consumers avoiding drinks containing artificial sweeteners ‘all the time’ or ‘most of the time’, 2025
- Next: refine the sweetener blend to achieve balanced flavours and minimise aftertaste
- Next: evolve from sugar reformulation to nutritional sweetness innovation
- Graph 15: sugar-related claims that encourage consumers to purchase a product, 2025
- Next: examples of lower-sugar innovation using fibre and protein to enhance sweetness
- Future: overcome the sugar blues from irregular meal times with anti-hypoglycemia offerings
- Future: technological advancements will drive sugar reduction innovation to new possibilities
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LEAD REDUCTION THROUGH CULINARY FAMILIARITY, NOT TECHNICAL CLAIMS
- Now: packaged food brands are facing greater scrutiny over sodium content than restaurants and street food vendors
- Graph 16: food/drink categories that consumers plan to reduce the most to lower sodium intake, 2025
- Graph 17: average sodium, by sub-category, 2019-25
- Now: healthy choice logos appear on instant noodles, but scepticism remains
- Now: reignite innovation with reduced sodium claims and a focus on partial reduction
- Graph 18: sodium-related claims that encourage consumers to purchase a product, 2025
- Graph 19: food and drink product launches with a low/no/reduced sodium claim, 2021-25
- Next: guide consumers on sodium content and let them take control with intake indicators
- Next: sodium reduction innovation should be chef-led, not lab-led in its storytelling
- Graph 20: salt alternatives used in products that consumers will consider buying, 2025
- Herbal revolution: brands are swapping salt for spice
- Graph 21: share of food launches with sodium reduction claims, by ingredient, 2021-25
- Next: examples of herbs and spices used in products to replace sodium content
- Next: reignite herbs and spices for greater use in better-for-you cooking
- Next: couple lower-sodium options with protein to promote added benefits
- Graph 22: food and drink launches with low/no/reduce sodium claims, 2015-25
- Next: examples of perceived high-risk categories leveraging high-protein and low-sodium claims
- Future: innovation focuses on preserving taste without shifting the burden to consumers
- Future: appliances will help restore the taste of high-sodium foods while allowing consumers to still enjoy a healthy diet
- Key takeaways
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APPENDIX
- Report definition
- Generations
- Consumer research methodology
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