Rules by country / Asia Pacific / Thailand sugar tax
Thailand sugar tax: what it costs each drink, and what to do
Drinks over 6g of sugar per 100ml pay 1, 3 or 5 baht a litre, at the final rates since 1 April 2025. A salt tax on snacks is being prepared. We work out the cost for every product and the most profitable response.
At the final rates in force since 1 April 2025. The sugar tax only; the excise on the drink's price is separate.
A sugar tax review for Thailand
What the tax costs each product, and the most profitable response, with a price plan for each retailer.
- The tax on every product, band by band
- Pass on, absorb or cut sugar: the most profitable choice for each product, and how sure we are
- The most a recipe change can cost and still pay
- A price plan for each retailer, and an Excel model
How your results look
| Product | Sugar per 100ml | Tax | Our advice |
|---|---|---|---|
| Cola, 330ml can | 10.6g | 1.65 baht a can | Pass on in full |
| Green tea, 500ml | 9g | 1.5 baht a bottle | Cut sugar to 8g |
| Juice drink, 1 litre | 5.5g | No tax | Hold the price |
Fictional products. Every real result comes with the expected sales and profit, and a likely range.
Your options
Every option has a fixed price, agreed before we start.
Sugar tax review
- The tax and best choice for each product
- Price plan for each retailer
- Scenario model and a walk-through
Pricing review with the tax
- Everything in the tax review
- Prices and promotions for the whole range
- How your products take sales from each other
Portfolio review
- Everything in the pricing review
- More retailers and data sources
- A plan for each channel
After the project: a refresh before each pricing round, from £2,000 (about 90,000 baht). Prices are fixed in pounds sterling; amounts in baht are a guide at October 2026 exchange rates. We're based in the UK and work remotely, in English, under NDA.
How it works
From the first call to your plan in about three weeks.
A free 15-minute call
Tell us about your range. We say whether a review would pay for itself, and quote a fixed price.
Your data
Sales by product and retailer, recipes and costs. We sign an NDA before anything moves.
Your plan
The tax on every product, the best choice and a price plan, walked through with your team.
Thailand sugar tax: the detail
Open only what you need.
- Rates
- No tax at 6g of sugar per 100ml or less; 1 baht a litre over 6g to 8g; 3 baht over 8g to 10g; 5 baht over 10g
- Since
- 2017, in four steps; the final rates from 1 April 2025, when the 6g to 8g band went from 0.3 to 1 baht, 8g to 10g from 1 to 3 baht, and 10g to 14g from 3 to 5 baht
- In scope
- Soft drinks, flavoured waters and juices
- Salt tax
- The Finance Ministry has prepared a tax on salty snacks by sodium content, built like the sugar tax; no start date yet
Pass it on
Raise the price by the tax or more. Works for products whose sales hold up when the price rises.
Absorb it
Keep the price and take the cost. Works when a rise would push a product past a key price point and lose more profit than the tax.
Cut sugar
Each band down saves 2 to 4 baht a litre, and 6g or less pays nothing.
Does Thailand have a sugar tax?
Yes, since 2017. Drinks over 6g of sugar per 100ml pay a tax per litre that rises with the sugar.
What is the sugar tax rate in Thailand?
1 baht a litre over 6g of sugar per 100ml, 3 baht over 8g and 5 baht over 10g. A 330ml can with 10.6g pays about 1.65 baht.
What changed in the Thailand sugar tax in 2025?
On 1 April 2025 the last step of the plan raised the lower bands: 0.3 to 1 baht, 1 to 3 baht, and 3 to 5 baht a litre.
Will Thailand tax salt?
The Finance Ministry has prepared a tax on salty snacks by sodium content, built like the sugar tax. No start date was set when we checked.
How much does a sugar tax review cost?
A review of up to 10 products has a fixed price from £7,500 (about 340,000 baht) and takes about three weeks. For 11 to 50 products, a full pricing review with the sugar tax built in costs around £17,500 (about 790,000 baht). It starts with a free 15-minute call.
Do you work with brands in Thailand?
Yes. We're based in the UK and work remotely and in English, under NDA. Prices are fixed in pounds sterling before we start, and the first step is a free 15-minute call.
- Bangkok Post, final phase of sugar tax takes effect (April 2025)
- Global Food Research Program (UNC), sugary drink tax maps, March 2026
- The Nation, Thailand to introduce salt tax with tiered rates
Checked on 24 October 2026. Rules and rates change, so check the official source before making decisions. This page is not tax advice.