Values of Healthy Food Consumption in Thai Society

Abstract

This article aims to examine the underlying principles and evolving concepts of healthy food consumption values in contemporary Thai society. Historically, the notions of “eating well, living well” and “food as medicine”, rooted in indigenous wisdom, embodied the intrinsic connection between dietary practices and holistic well-being. However, the influence of globalization has markedly reshaped Thai lifestyles, particularly evident in the rising preference for fast food and processed products that prioritize convenience and enhanced flavor over nutritional value.

This transformation has had a significant impact on dietary behaviors across all age groups, contributing to the alarming increase in non-communicable diseases (NCDs), now the leading cause of mortality in Thailand. According to the latest data from the Secretariat of the National NCDs Action Plan, Division of Non-Communicable Diseases, Department of Disease Control, Ministry of Public Health, NCDs are responsible for over 400,000 deaths annually—averaging more than 1,000 deaths per day—accounting for approximately 74% of total deaths nationwide. The most prevalent conditions include cardiovascular diseases, cancer, chronic respiratory diseases, and diabetes.

In response, there is an urgent need to promote and internalize values associated with healthy eating. Public health initiatives should emphasize the consumption of nutritious, safe, and locally sourced foods, especially those cultivated without chemical contaminants. Moreover, reviving traditional food practices grounded in local knowledge not only supports nutritional well-being but also preserves Thailand’s cultural identity. Equally important is raising awareness of the link between diet and health, while encouraging a balanced coexistence between modern lifestyles and the preservation of traditional culinary heritage. This integrative approach offers a sustainable pathway for fostering long-term healthy eating values within Thai society.