Products labeled “natural,” “organic,” or “high in protein” often create the impression of being a healthy choice, but in practice they may contain significant amounts of sugar. This warning comes from U.S. nutrition experts who analyzed the composition of popular products—from granola and plant-based drinks to low-fat yogurts and ready-made smoothies. The Associated Press (AP) reports.
Excessive sugar consumption is associated with an increased risk of obesity, diabetes, and cardiovascular disease. According to the American Heart Association, Americans consume an average of about 17 grams of added sugar per day, with a substantial portion coming not only from beverages but also from bread, sauces, dairy products, and prepared foods.
According to Nicole Avena, a professor of neuroscience and psychiatry, companies are increasingly using marketing tactics to divert consumers’ attention from what products actually contain.
“As consumers learn to fear the word ‘sugar,’ manufacturers find workarounds—changing wording, ingredients, and the emphasis on packaging,” she explained.
Since 2021, manufacturers have been required to list added sugar separately from total sugar, but Avena noted that this has had an unexpected effect. Companies have begun to use alternative sweeteners more actively—such as erythritol or monk fruit extract. Formally, these are not always classified as “added sugar,” yet they preserve a sweet taste. As a result, she says, products have in some cases become even sweeter than before.
Dietitian and professor Colleen Popp emphasized that current guidelines allow up to 10% of daily calories to come from added sugar—about 50 grams on a 2,000-calorie diet. However, he believes this limit is too high.
“I would aim for a level below 5%, and for people with diabetes, I would strive for minimal amounts,” the expert concluded.
Experts advise consumers not to rely on advertising claims and to carefully read ingredient lists. Even items such as almond milk, Greek yogurt, or whole-grain bread may contain several teaspoons of sugar per serving. A more reliable strategy is to choose neutral base products and add sweetness yourself, controlling the amount.
At the same time, sugar substitutes are not a universal solution either. According to Nicole Avena, studies show that it is the sweet taste itself—not sugar alone—that activates pleasure centers in the brain and can contribute to overeating. Therefore, the key task is to gradually reduce overall dependence on sweet flavors.
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