Americans Scrutinize Sugar Consumption As Holiday Season Begins, New IFIC Research Finds 

(Washington, D.C.) — As the holiday season ushers in a time of feasting, festivities, and sweet treats, new findings from the International Food Information Council (IFIC) reveal that Americans continue to scrutinize how sugars and sweeteners fit into their diets.  

“This time of year, sweet treats are everywhere—yet these foods and beverages are more than just calories; they are often woven into our traditions, cultures, celebrations and fondest memories,” said Wendy Reinhardt Kapsak, MS, RDN, IFIC President & CEO. “Still, the conversation about health, balance, and informed choices is stronger than ever. Our latest data show that while Americans may enjoy seasonal indulgence, they are also mindful of the amount and type of sugars and sweeteners they consume.” 

More Than Half Of Americans Remain Concerned About Sugar Consumption 

New findings from the 2025 IFIC Food & Health Survey: A Focus On Sugars & Sweeteners reveal more than six in ten Americans (63%) remain concerned with how much sugar they consume, a level that aligns with findings from the inaugural IFIC Food & Health Survey in 2006, yet still below the 2015 peak of 71%. Concern about the type of sugar follows the same pattern, with 56% expressing concern in 2025, closely aligning with 2006 results (52%), yet down from 2015 (64%). 

Three In Four Americans Are Trying To Limit Or Avoid Sugar 

In 2025, 75% of Americans report actively trying to limit or avoid sugar, illustrating that sugar reduction remains a widespread goal. Most individuals—61%—say they are trying to limit their sugar intake, while 14% report that they are attempting to avoid sugars entirely. Meanwhile, 25% of Americans say they are not taking steps to reduce sugar. Among those trying to manage their sugar consumption, the majority are focused primarily on reducing added sugars. Of the 75% who are limiting or avoiding sugars, 63% specifically target added sugars.  

Choosing Water & Checking Labels Lead Sugar Reduction Strategies  

The top strategy for cutting back on sugar? Choosing water instead of caloric beverages remains the most common approach (55%), an increase from 51% in 2021. Also, compared to 2021, more Americans now report using several other strategies to manage sugar intake. These include using the Nutrition Facts label to select items with less added sugar (30% vs. 23%), limiting certain foods and beverages (41% vs. 33%), eliminating certain foods and beverages (36% vs. 31%), choosing products labeled “reduced sugar” (27% vs. 22%), and buying “sugar-free” options when available (25% vs. 21%). 

“These data suggest that most Americans are aware of public health guidance to reduce excessive sugar intake. Policy milestones, including the 2014 White House and FDA proposal to include added sugars on the Nutrition Facts label and the release of the first quantitative added sugar recommendation in the 2015–2020 Dietary Guidelines for Americans, likely contributed to the peak consumer concern observed in 2015,” said IFIC Senior Director, Food & Nutrition, Monica Amburn, MS, RDN, LDN. “It is clear that Americans have sustained interest in understanding the role sugars play in health, and it continues to influence both their attitudes and behaviors.”  

Knowledge Of Added Sugars Dietary Guidance Recommendation Still Lags 

The Dietary Guidelines for Americans, 2020-2025 (DGA) recommends limiting added sugars to less than 10% of total daily calories, or less than 50 grams per 2,000 calories. Although this guideline was put in place in 2015, nearly three in ten (28%) survey respondents said they do not know what the limit is according to the latest IFIC Spotlight Survey: Americans’ Perceptions Of Added Sugars & Sweeteners, also released this month. In fact, only one in seven Americans (16%) correctly identified the DGA recommendation, while a similar share (15%) believes the limit is either zero grams (7%) or that no recommendation exists at all (8%). 

Foods & Beverages With Added Sugars Still Have Their Place This Season & Beyond 

Eight in ten Americans (82%) believe it is acceptable to consume foods or beverages that contain added sugar during celebrations or special occasions, reinforcing that certain foods and beverages evoke more than just calories in the minds of many. In fact, nearly six in ten Americans (57%) believe it is acceptable to consume foods or beverages that contain added sugar every day while 43% feel it is not acceptable. 

“Most Americans still consume more added sugars than the Dietary Guidelines recommend,” stated Reinhardt Kapsak. “Helping people put dietary guidance into action is essential. It’s not about restriction or perfection—it’s about balance. The sweet spot is where enjoyment and well-being meet, especially during the holiday season and into the new year.”   

View the 2025 IFIC Food & Health Survey: A Focus On Sugars & Sweeteners here.  

View the December 2025 IFIC Spotlight Survey: Americans’ Perceptions Of Added Sugars & Sweeteners here.  

Check out data on Food Production, Food & Nutrition, Food & Ingredient Safety, and Dietary Guidance & Food Labeling, previously published insights from the 2025 IFIC Food & Health Survey.   

Interested in learning more about how Americans’ think about added sugars? Catch the conversation during the IFIC Expert Webinar: Sweet Talk: Dynamic Dialogues On Added Sugars, Consumer Perceptions, And Effective Education on December 18, 2pm ET. The webinar features insights from Dustin Moore, PhD, RDN, from CSU Long Beach/College Medical Cetner and Marina Chaparro, MPH, RDN, CDCES from Nutrichicos. Each IFIC Expert Webinar is free and provides opportunities for audience questions. Register for the IFIC Expert Webinar here.  

2025 IFIC Food & Health Survey​ Research Methodology 

IFIC commissions this survey annually among U.S. consumers (n=3000), with 2025 marking the 20th consecutive year of the IFIC Food & Health Survey. Results were weighted to ensure that they are reflective of the American population ages 18 to 80, as seen in the 2024 Current Population Survey. Specifically, results were weighted by age, education, gender, race/ethnicity, and region. The 2025 IFIC Food & Health Survey was fielded from March 13-27, 2025. 

December 2025 IFIC Spotlight Survey Research Methodology 

One thousand and two adults ages 18 years and older completed the online survey on September 25, 2025, and were weighted to ensure proportional results. The Bayesian confidence level for the survey sample (n=1002) is 3.5, which is roughly equivalent to a margin of error of ±3.1 at the 95% confidence level.