A new survey has revealed that Generation Z possesses the most pronounced sweet tooth among all age groups, with nearly three-quarters of individuals aged 14 to 29 requiring between one and six servings of sugary treats each day. This finding comes from a study commissioned by the Japanese candy company HI-CHEW and conducted by market researcher Talker Research, which polled 2,000 U.S. adults, including 500 respondents from each of the Gen Z, Gen X, Millennial, and Baby Boomer cohorts.
Generational Cravings and Conflicting Data
The survey indicates a stark contrast with older generations, as only 57% of Baby Boomers, aged 62 to 80, reported similar daily sweet cravings. Interestingly, these results clash with a previous Talker Research survey from November, commissioned by the American berry company Driscoll's, which suggested Gen Z craved sweets the least. That earlier poll found 46% of both Millennials and Gen Xers had strong sweet cravings.
Self-Identification and Timing of Cravings
In the new study, Gen Zers were most likely to identify as "sweet treat people," with Millennials following closely behind. Specifically, 86% of Gen Z respondents and 81% of Millennials described themselves as having a significant affinity for sweets. The survey also uncovered differences in craving timing: 35% of Millennials desired sweets before noon, whereas 22% of Baby Boomers reported cravings after 7 p.m., compared to the November survey's finding that 46% of Americans overall craved sweets by midday.
Health Implications of Excessive Sugar Intake
These trends highlight America's ongoing shift toward higher sugar consumption, posing potential health risks. Excessive added sugar in diets can lead to weight gain, elevated blood pressure, and increased chronic inflammation, all of which heighten the risk of heart disease—the leading cause of death in the U.S., claiming 900,000 lives annually. Harvard Health notes that added sugars, used to enhance sweetness and prolong shelf life, are a key contributor to these health issues.
Rising Sugar Consumption and Dietary Patterns
Over the past decade, the American diet has become increasingly processed, leading to a dramatic rise in sugar intake. A 2016 study highlighted this trend, and a 2020 report found that ultraprocessed foods account for nearly 90% of added sugars in the American diet. Currently, most Americans consume too much sugar, with adults and young adults averaging 17 teaspoons daily—more than triple the recommended limits of nine teaspoons for men and six for women set by the American Heart Association.
Quantifying Sugar Intake and Environmental Factors
This excessive consumption translates to approximately 60 pounds of added sugar per person annually, equivalent to six 10-pound bowling balls. Sugar-sweetened beverages contribute nearly a quarter of this intake, while desserts and sweet snacks make up 19%. Additionally, a 2025 study linked rising global temperatures to increased sugar cravings, as hotter weather fuels demand for cold sugary drinks and frozen desserts.
Expert Recommendations for Reducing Sugar
To mitigate these risks, health experts advise limiting sugary drinks to no more than one per week, as recommended by Yale Health. Allina Health, a nonprofit healthcare system, also warns consumers to be vigilant about hidden sugars on food labels, such as corn syrup and ingredients ending in "-ose," which often indicate added sugars. These steps are crucial in addressing the public health challenges associated with America's sweet tooth.
