India, April 15 -- A new survey by Talker Research, conducted among 2,000 U.S. adults and commissioned by HI-CHEW, reveals a striking trend: Gen Z consumes more sweets than any other generation, with nearly three-quarters reporting daily intake of multiple sweet servings. Gen Z refers to people born roughly between 1997 and 2012.
But behind this sugary preference lies a deeper story-one that connects behavior, emotional comfort, climate patterns, and rising health risks.
Why Is Gen Z Leading the Sugar Consumption Trend?
Gen Z is officially the most sugar-consuming generation. Nearly 72% consume between one and six servings of sweets daily, compared to 57% of baby boomers.
86% of Gen Z identify as "sweet treat people," slightly ahead of millennials at 81%, showing a clear generational tilt toward sugary preferences.
Snacking habits reflect lifestyle patterns:
Gen Z prefers sweets with friends (43%)
Millennials share with children (36%)
Baby boomers often snack alone (32%)
Cravings also vary by time. 35% of millennials crave sweets before noon, while 22% of baby boomers prefer them after 7 PM, highlighting how sugar intake is tied to daily routines.
Are Sweet Cravings Driven by Emotion and Lifestyle?
For many, sugar is not just a taste-it's an emotional experience. 44% say sweets make them feel happier, while two in five Gen Z consumers associate them with comfort and nostalgia.
Sweet preferences even shape relationships. 12% of Gen Z say they could not be with someone who does not share their love for sweets,> more than any other generation.
Interestingly, those who identify as "sweet treat people" report:
Better mental health
Higher career satisfaction
Greater relationship satisfaction
"Sweet treats are more than just a way to top off a meal - they're small moments of joy woven into our routines, and the data clearly reflects that," said Teruhiro Kawabe, President and CEO of Morinaga America.
"From nostalgic favorites to new flavor discoveries, sweets have a unique way of bringing people together and adding a little extra joy to every season of life. No matter your preferences, there's always a sweet treat to satisfy your sweet tooth."
Popular choices reinforce this trend:
Cookies (61%)
Ice cream (61%)
Chocolate (51%)
Candy (49%)
Cake (47%), with Gen Z favoring candy over chocolate bars (55% vs 53%).
What Is Sugar Really Doing to Your Body?
Too much added sugar is one of the biggest hidden threats to heart health
While natural sugars in fruits and dairy provide steady energy along with nutrients, added sugars overload the body and contribute to disease (3).
The average intake tells a worrying story:
About 17 teaspoons of added sugar are consumed daily
Teens consume up to 34 teaspoons per day
Annual intake reaches 60-70 pounds per person
This far exceeds recommended limits:
Women and children: 6 teaspoons per day
Men: 9 teaspoons per day
Excess sugar:
Gets converted to fat in the liver
Raises blood pressure and inflammation
Increases the risk of obesity, diabetes, and cardiovascular disease
A large study involving over 110,000 people found that higher sugar intake is linked to increased risk of heart disease and stroke, reinforcing concerns around long-term consumption.
Hidden sugars make matters worse. They are commonly found in:
Soft drinks and fruit beverages
Packaged snacks and cereals
Sauces, breads, and processed foods
Even seemingly healthy options like flavored yogurt or juice can contribute to excess intake.
Is Environment and Lifestyle Making Sugar Harder to Avoid?
Sugar consumption is not just a personal choice-it is influenced by environment and changing lifestyles.
Research shows that rising temperatures can increase sugar intake, especially through sugary drinks and frozen desserts.
Added sugar consumption increases by about 0.70 grams per degree Celsius, particularly between 12C and 30C, as people gravitate toward cooling, sweetened options (2).
The impact is not equal for everyone. Lower-income and lower-education groups show stronger increases in sugar consumption, highlighting disparities in dietary patterns.
Future projections suggest that daily sugar intake could rise further with global warming, adding to existing health risks and widening inequalities.
At the same time, everyday habits contribute silently:
Sugary drinks replacing water
Processed foods with hidden sugars
Misleading "healthy" labels
Simple changes can help:
Choosing water over sweetened beverages
Reading ingredient labels carefully
Limiting processed food intake
"In the midst of busy schedules, it is important to prioritize the little things that spark happiness, whether that's unwrapping your favorite candy after a long day or sharing a sweet treat with someone you love," Kawabe added.