Everyone deserves a sweet treat. But how often? Every now and then? What does that exactly mean? If you’ve been sneaking a sweet snack before lunch or treating yourself multiple times throughout the day, you’re far from alone. A new survey has found that Americans give in to their sugar cravings more often than not.One in three Americans indulges in a sweet treat more than once a day, according to a new poll conducted by Talker Research on behalf of Driscoll’s.
America’s sweet tooth
Most individuals experience a sugar craving once in a while, but the rates seem to be sky-high among Americans. The new poll of 2,000 US adults showed that most of them cannot make it till noon without a sweet treat. About 47% of the participants said only something sweet can satisfy their cravings, compared with salty (21%), savoury (18%), and bitter (13%) foods.The sweet craving also differs across generations. Millennials and Gen Xers are alike when it comes to sugar cravings – 46% of them crave sweet things. The older generations are more addicted: 49% of baby boomers and 51% of the Silent Generation are obsessed with sweet treats. Compared with them, Gen Zers were less likely to have sugary treats – 43%.
Sweet treats serve multiple purposes
Why do we reach for that cookie or piece of chocolate? Well, there is a reason behind it. About 53% reach for a sweet treat to reward themselves, while 37% consume it to boost their mood. The study also found that convenience (36%), taste and texture (28%), nostalgia (23%), and celebration (14%) play a role in this desire for a sugar rush.Eating something sweet doesn’t always mean compromising on health. About 43% of people said they more often go for the ‘healthy’ sweet options over the unhealthy ones. Forty-two per cent said that it’s easy to find foods that can be both sweet and healthy. So, what makes a sweet treat healthy? According to the participants, the factors that matter are nutritional value (60%), freshness (45%), being whole and unprocessed (43%), and being organic (29%).Two-thirds said they’d be more likely to choose healthy, sweet food options at home if they were more accessible.“There’s a clear shift happening in how Americans think about sweet treats. Flavour-forward berries aren’t just competing, they’re winning, as a healthier way to satisfy a sweet tooth. The data show that indulgence and health don’t have to be opposites — berries are bridging that gap,” said Frances Dillard, Chief Communications Officer for Driscoll’s.
Berries bridge the gap
The desire to have something sweet without sacrificing health has led many to eat berries. Ninety-four per cent regularly eat berries. Among these, 10% eat them daily and 43% eat them several times a week.According to the poll, the best times to eat berries are when snacking at home (53%), any time of day as a snack (44%), in the morning with breakfast (44%), or with lunch (27%). Others enjoy them on picnics (21%), with dinner (19%), at beaches and parks (17%), and at parties (16%).Strawberries (70%), blueberries (48%), raspberries (31%), and blackberries (28%) ruled the berry lane.“Berries hit the sweet spot for flavour and versatility that can enhance any kind of moment. They’re natural, fresh, and genuinely satisfying, so they work just as well for everyday breakfasts and snacks as they do for special occasions and connecting with those you love,” Dillard added.
Motivation behind the sweet treat
- To treat or reward themselves – 53%
- To boost their mood when they’re feeling down – 37%
- It’s easy to eat – 36%
- They prefer the taste and texture to other flavour profiles – 28%
- When they’re feeling nostalgic or need comforting – 23%
- To celebrate – 14%
- It pairs best with beverages – 14%
- It has a healthy component – 10%
- The aroma is better than other flavour profiles – 10%
The WHO guidelines recommend that adults and children reduce their daily intake of free sugars to less than 10% of their total energy intake. A further reduction to below 5%, or roughly 25 grams (six teaspoons) per day, would provide additional health benefits.Note: The information provided in this article is for educational purposes only and is not intended as medical advice. Always consult a qualified healthcare professional before starting any new medication or treatment, or before changing your diet or supplement regimen.
