A new survey commissioned by Driscoll's shows Americans are no longer willing to choose between cravings and health. The Healthier Side of Sweet reveals that 42 percent of respondents believe sweet foods can be healthy, especially when made with natural ingredients. Nearly half of consumers (47 percent) crave sweet flavors above others, far outpacing salty (21 percent), savory (18 percent), and bitter (0.7 percent) profiles.
Driscoll's and We Are Talker surveyed 2,000 U.S. consumers to understand what's driving current tastes and cravings, and what motivates them to choose traditional sweets like brownies versus berries.
© Driscoll's
Key findings include:
- When given the choice of a "healthy" option, consumers prioritize foods with low sugar and salt (60 percent) followed by freshness (45 percent) and whole, unprocessed foods (43 percent)
- Most consumers are rewarding themselves with something sweet 3-4 times/week, and usually around midday (47 percent)
- 53 percent of consumers make berries a weekly habit with 16 percent enjoying berries once or twice a week, 27 percent enjoying them a few times a week, and 10 percent enjoying them daily
These findings signal a new era of indulgence where healthy, natural options satisfy cravings and align with Americans' love for sweet things.
Nearly half of the survey's respondents (47 percent) said their cravings could only be satisfied by something sweet with significantly fewer choosing salty or savory. Sweet flavors were most commonly associated with rewards (53 percent) or mood-boosting moments (37 percent) with everyday milestones like finishing work or exercising serving as prompts to enjoy something sweet.
Awareness of whole-food diets is growing among consumers. When asked what makes a food healthy, 43 percent pointed to whole or unprocessed foods. That preference shows up in behavior: 43 percent enjoy berries throughout the week, 10 percent eat them daily and the 76 percent prefer to eat them fresh, on their own.
Berries are rapidly emerging as a top choice for sweet satisfaction. Strawberries lead the pack, with 70 percent of respondents naming them the most satisfying berry when craving something sweet. Blueberries followed at 48 percent, raspberries at 31 percent and blackberries at 28 percent.
Sweet cravings and preferences for whole, unprocessed food options vary across generations and shape consumption habits. Gen Z craves sweets slightly less than other generations and sees them as fun, celebratory pick-me-ups. Boomers and the Silent Generation showed the strongest preference for natural flavors and fresh berries and have a negative perception of processed foods. Similarly, Millennials and Gen X value freshness and prioritize organic and locally grown ingredients.
When asked which holiday they most associate with berries, each generation selected Thanksgiving, followed by Christmas and the Fourth of July, indicating berry flavors have sentimental value and are associated with large, festive gatherings of friends and family.
Consumers are increasingly rejecting ultra-processed sweets in favor of whole, recognizable ingredients, especially in fruit-based products.
For more information:
Driscoll's
www.driscolls.com
