Rethinking Sweetness

“SWEET!”

Colloquially, this exclamation signals something good. But in the world of food and nutrition, consumers have a more complicated relationship with sweetness – marked by both desire and restraint. That tension reflects a deeper conflict: our innate preference for sweet taste colliding with our awareness of the potential negative health effects associated with consuming too much added sugar.

In our pursuit of understanding consumer knowledge, perceptions, behaviors, and insights around all things food and nutrition, the IFIC Spotlight Survey: Americans’ Perceptions Of Sweetness In Their Diets provides timely perspective.

Sweetness reigns supreme among the five basic tastes. Nearly six in ten (58%) survey participants say they prefer sweet-tasting foods, followed by savory/umami (49%), salty (45%), sour (24%), and bitter (21%). Yet with this strong preference also comes notable self-awareness: 78% of Americans believe it’s important to reduce the overall sweetness in their diet.

Among those motivated to cut back, the leading reasons include eating healthier (49%), managing blood sugar or diabetes (43%), managing weight (41%), and dental health (36%). Consumers also believe the effort will pay off. When asked what they hope to gain by dialing back dietary sweetness, most cited overall health improvement (64%), eating a healthier diet (64%), consuming fewer calories (58%), and reduced body weight (55%).

Further, for some, the expected benefits extend beyond the physical. About 44% anticipate a better mood, while 36% hope to reduce cravings.

When Americans think of something sweet, they picture a specific food or beverage – not necessarily an ingredient, feeling, memory, emotion, event, or life stage. While 66% of individuals two years and older exceed recommended limits for added sugars, their associations don’t always reflect how added sugars show up in the diet.

Yes, desserts and sweet snacks (53%) and candy (49%) top the list according to this Spotlight Survey. Still, fruit ranks third (41%) as a perceived source of dietary sweetness – above sugar-sweetened beverages (36%). These responses reveal that consumers link sweetness to a wide array of foods and beverages underscoring that “sweetness” is likely interpreted through a personal and contextual lens.

This may be the crux of the conundrum. When sweetness is broadly generalized, it can blur distinctions between foods that are more nutrient-dense and less nutrient-dense. For instance, fruit ranks higher than soda as a perceived source of dietary sweetness, regardless of its well-established role in a healthy diet. That, combined with the fact that more than three-fourths of respondents say dietary sweetness should be reduced, suggests that conjoining sweetness and unhealthfulness may be problematic.

Six in 10 respondents (59%) believe that sweet-tasting foods and drinks can be part of a healthy diet, while only 15% disagree – suggesting that finding the sweet spot may be key to satisfying cravings without compromising overall diet quality.

Food and nutrition professionals are uniquely positioned to help consumers navigate the tension between taste preferences and health goals. This survey reveals that Americans are not only aware of the role sweetness plays in their diet—they are also motivated to manage it. However, perceptions of what counts as “sweet” and what qualifies as “healthy” don’t always align with long-standing dietary guidance.

The path forward isn’t about demonizing sweetness; rather it is about helping consumers understand its role in the broader context of diet quality. Distinguishing between nutrient-dense sources like fruit and foods high in added sugars and low in nutrients, is key – and calls for clear, balanced messaging that supports informed, enjoyable choices.

To translate these insights into practice, health professionals can offer practical tools that help consumers strike a satisfying and achievable balance with sweetness in their diets. Examples include:

The true sweet spot lies in truly supporting enjoyment and satisfaction – while also fostering long-term dietary patterns that promote health.

Get the scoop on sugars with IFIC’s toolkit – a one-stop-shop for science-based messages, topical articles, and FAQs on the popular and complex issue of dietary sugars.