Thailand’s Healthier Choice Logo (HCL) Program
Thailand
Marketing and Regulation, Desirability, Norms and Preferences, Labelling
National
Citizens/Consumers, Public Sector
Ongoing
Aims are - to help consumers identify healthier food products and to encourage healthier product formulations by food manufacturers. Foods meeting nutritional criteria set by the Ministry of Public Health are allowed to carry the logo, indicating lower sugar, sodium, and fat content. The HCL program is designed to shift consumer preferences toward healthier foods. Studies have shown a growing consumer demand for products with the logo, which in turn pressures manufacturers to reformulate products to qualify for the label.
Increase in diet-related health issues, such as obesity, diabetes, and heart diseases cause for giving the background for this policy. The government recognized that poor dietary choices, particularly high consumption of sugar, sodium, and fats, were key contributors to these health problems. Like many other countries, Thailand experienced a shift from traditional diets to more Westernized, processed foods. These foods tend to be higher in unhealthy ingredients, leading to a decline in nutritional quality and an increase in NCDs.
Ministry of Public Health (MOPH), Food and Drug Administration (FDA), Thailand, National Health Commission Office (NHCO) are responsible for this policy. Monitoring is done by the FDA and MOPH regularly by conducting market surveillance to ensure that products carrying the HCL continue to meet the required standards. Random sampling of products in supermarkets, convenience stores, and food outlets is used to verify the nutritional content and compliance with the HCL guidelines.
Food manufacturers voluntarily apply for the HCL to be displayed on products that meet nutritional standards for lower levels of sugar, sodium, and fat. Companies submit their products to the Ministry of Public Health (MOPH) or the FDA for review. If the products meet the criteria, they are allowed to carry the logo. The HCL has been widely adopted by food companies that want to appeal to health-conscious consumers. Retailers promote products with the Healthier Choice Logo through in-store displays, online platforms, and promotional campaigns. The logo is used as a marketing tool to attract consumers seeking healthier options. Public awareness campaigns, often run by the MOPH and health organizations, inform consumers about the significance of the HCL, encouraging them to choose healthier products. Public health campaigns educate consumers on the importance of the HCL and how to interpret it. This includes media outreach and health programs in schools, workplaces, and communities. As a result a growing number of food products across different categories have adopted the HCL. By 2021, over 1,200 products carried the logo, reflecting the increasing popularity of the program among food manufacturers and surveys and studies indicate that consumers are becoming more aware of healthier options, with 30% of consumers reported to actively seek out products with the HCL when shopping. The demand for products carrying the logo has been steadily rising, driving manufacturers to reformulate their offerings.