PETALING JAYA: Tax incentives for eateries offering sugar-free menus could be a game changer in Malaysia’s fight against diabetes and obesity, according to health experts.
They stressed the need for stronger, more impactful measures to drive healthier lifestyle choices to complement the Health Ministry’s Jom Kosong campaign.
The initiative is aimed at encouraging consumers to opt for sugar-free or low-sugar drinks in eateries to combat rising rates of diabetes and obesity.
Health expert Datuk Dr NKS Tharmaseelan said a more innovative approach to fight obesity would be to provide tax incentives to restaurants that offer completely sugar-free menus.
“Town councils could also offer similar incentives, which would be far more impactful than the current 20sen discount for customers,” he said when contacted yesterday.
Through the Jom Kosong campaign, the government encourages eateries to offer a 20sen discount to customers who opt for sugar-free drinks instead of sugary beverages.
Dr Tharmaseelan emphasised the need to start early, proposing a comprehensive approach beginning with antenatal clinics to educate pregnant mothers on the risks of diabetes during pregnancy.
He also advocated breastfeeding as the first step in reducing sugar dependency in children, warning against the use of sweetened condensed milk as a substitute due to its high sugar content.
“This heavily sugary milk creates a lifelong addiction to sweetness,” he said.
Dr Tharmaseelan called for school canteens to adopt sugar-free menus and urged parents to avoid introducing sugary foods and drinks to their children.
“The foundations of a sugar-free life must be established early. Once taste buds are accustomed to sugar, it is difficult to reverse,” he said.
He also stressed the importance of regular public awareness campaigns to highlight the dangers of sweetened condensed milk, akin to anti-smoking initiatives.
Building on this, Datuk Dr Rajen M, CEO and founder of Holista Colltech Ltd, highlighted the importance of affordability and awareness.
“Most consumers are aware that sugar is harmful, but they need more education about low- or no-sugar options,” he said.
While sugar-free products are becoming more available, their higher cost often deters consumers, he noted.
“Affordable alternatives are key to ensuring widespread adoption.”
Dr Rajen also pointed out the reluctance of some restaurants to reduce prices for sugar-free drinks, citing their reliance on sweetened condensed milk.
“This poses a challenge, as sweetened condensed milk is even more detrimental to health than sugar.”
He stressed the need for public education to correct such misconceptions and promote healthier substitutes.
Additionally, Dr Rajen advocated for stricter regulations, incentives for food providers and monitoring mechanisms to ensure compliance.
He drew inspiration from global successes such as Mexico’s sugar tax, which significantly reduced sugar consumption and improved public health.
“Education, affordability and strong government policies will drive lasting change,” he said.
Prof Dr Zaleha Md Isa of Universiti Kebangsaan Malaysia says Malaysia should adopt innovative approaches such as portion control and tech-driven incentives to reduce sugar consumption.
“Restaurants should serve smaller sizes of sugary beverages and prominently display calorie counts to help customers make informed decisions,” she said.
She also proposed developing apps that track sugar intake and reward users for achieving reduction goals, with the added benefit of integrating these apps with existing fitness trackers.
Dr Zaleha highlighted lessons from Australia, where campaigns like “LiveLighter” focus on promoting healthy eating and active living, with healthcare professionals playing a key role in diabetes prevention.
She suggested that Malaysia invest in grassroots programmes targeting rural and low-income groups, engage healthcare professionals for personalised advice and promote active living through community activities and urban design.
“By combining regulatory measures with education and incentives, Malaysia can make further progress in reducing sugar consumption and building a healthier society,” she added.
Nutritionist Dr Tee E. Siong underscored the need for continuous public health campaigns to address Malaysia’s obesity crisis.
“Periodic awareness campaigns are insufficient. We need an ongoing campaign that never stops so that living a healthy lifestyle becomes a habit,” he said.
He emphasised the importance of expanding these efforts to rural areas, adding: “Nutritionists and health experts should visit these areas, meeting people at warung to educate them directly.”
He also highlighted the importance of addressing age and gender-specific habits.
“Older individuals often consume teh tarik made with sweetened condensed milk, while younger people favour boba tea, which is equally unhealthy.
“Interestingly, younger women appear to drink more boba tea, so we need to examine how gender influences lifestyle choices,” he said.
To create lasting change, Dr Tee called for insights from behavioural scientists.
“Changing ingrained habits isn’t easy. We need behavioural experts to study and provide solutions to help Malaysians adopt healthier lifestyles,” he added.
