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IFIC Spotlight Survey on Americans' Perceptions of Sweetness in Their Diets

The International Food Information Council (IFIC) commissioned an online survey in February 2025, involving 1000 American adults aged 18 and older. The survey aimed to measure knowledge, attitudes, and beliefs about sweetness in diets, using a weighted sample to ensure proportional results. Key findings highlight a complex relationship between sweetness preference, health concerns, and food choices.

American Preferences for Sweet-Tasting Foods

• Sweet taste is the most preferred among the five basic tastes (bitter, salty, savory/umami, sour, sweet), with 58% of respondents ranking it in their top two food preferences.
• Nearly all respondents (58%) enjoy sweet-tasting foods, followed by savory/umami (49%), salty (45%), sour (24%), and bitter (21%).
• When thinking about consuming a sweet-tasting food or beverage, 39% of respondents first consider a specific food, followed by 23% for a specific beverage.

Beliefs About Reducing Dietary Sweetness

• 78% of Americans believe it is important to reduce overall sweetness in their diets, primarily to eat healthier, manage blood sugar/diabetes, body weight, or dental health.
• Reasons vary by demographic, with women more likely than men to cite health-related concerns for reducing sweetness.
• Common reasons include eating healthier (49%), blood sugar/diabetes management (43%), body weight control (41%), and dental health (36%).

Expected Changes from Reducing Sweetness

• Among those who believe reducing sweetness is important, 64% expect an increase in overall health, and 64% expect a healthier diet.
• 58% predict a decrease in calorie intake, and 55% expect weight loss.
• Expectations for cravings are split: 36% expect cravings to increase, and 36% expect a decrease.
• Demographic differences are evident; for example, men expect higher calorie and mood increases, while women anticipate better diet healthfulness and weight loss.

Sources of Dietary Sweetness

• 53% identified desserts and sweet snacks, 49% candy, and 41% fruit as the top contributors to dietary sweetness.
• 36% noted sugar-sweetened beverages and coffee/tea, while 23% mentioned added sweeteners like table sugar substitutes.

Attitudes on Sugar's Role in Food

• 77% believe sugar is added primarily for sweetness, while fewer (less than 25%) cite functional properties like texture, shelf-life, or color.
• Disagreements exist on whether sweet-tasting foods can be part of a healthy diet, with 59% agreeing but 33% ranking reducing sweetness as very important.

This survey underscores a tension: Americans enjoy sweetness while increasingly prioritizing its reduction for health reasons, highlighting opportunities for innovation in food products and personalized dietary guidance to balance taste and health concerns.