Research reveals the extent to which millions of Brits are consuming sugar, from as soon as they wake up, until bedtime, with almost six in ten (57 percent) admitting they are “addicted” to sweet foods.

On average, sweet tooth respondents said their first sugar craving hits at 9am, and the last at 8pm, according to the data.

And the study, by Whole Earth, has revealed a considerable 48 percent of Brits start the day with a sugar hit, with four in ten (42 percent) consuming biscuits for breakfast and a quarter (23 percent) tucking into chocolate first thing.

A fifth (22 percent) admit to eating cake and last night’s leftover takeaway (21 percent), while crisps (16 percent), energy drinks (14 percent), sweets (13 percent) and popcorn (five percent) are also on the nation’s morning menus. So, it is no surprise that 93 percent say they have a sweet tooth.

SHOCKINGLY, 84 percent have no idea how much sugar is in their favourite foods, with over a half (54 percent) confessing they have no idea how many grams of sugar they should consume a day.

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A half (47 percent) had no idea what the daily recommended sugar intake is for an adult (30g according to the NHS).

Starting your day with sugar, even from seemingly healthy options like fruit or granola, can lead to energy crashes and cravings throughout the rest of the day. Instead, opting for low-sugar, high-protein breakfasts like porridge with peanut butter or avocado and eggs on rye will help to maintain stable blood sugar levels and curb mid-morning cravings. Holly Snowdon, Nutritionist

One in four (24 percent) experience a sugar crash in the afternoon leaving them lethargic, while 18 percent admit that their afternoon sugar crash makes it impossible for them to concentrate at work.

 Ingredients like peanut butter with no-added sugar are perfect as they provide a source of healthy fats, protein and fibre that balance blood sugar, offer slow-release energy, AND have anti-inflammatory benefits. Essentially, combining fats and protein with carbs slows glucose absorption into the bloodstream, so balanced breakfasts are key. Holly Snowdon, Nutritionist

Chocolate (56 percent), biscuits (44 percent), ice cream (20 percent), desserts (18 percent), fizzy sweets (15 percent) and jelly sweets (14 percent) are the nation’s go-to high sugar snacks.


Six in ten (68 percent) say they have tried to reduce their sugar intake as part of a balanced diet, with a further fifth (18 percent) trying to consume more protein at breakfast to boost their energy levels and avoid sugar crashes.


While one in four (27 percent) wish they could reduce their sugar intake but find it too hard.

Getting the right nutrition at the start of the day is so important for our health and wellness. A healthier breakfast like porridge topped with fruit and peanut butter, can make all the difference. Whole Earth contains no added sugar, natural protein and fibre and our squeezy Drizzler peanut butter makes it even easier to swirl it all over porridge. A great start to the day needs a great breakfast. Nicola Turner, Whole Earth

Porridge (71 percent), yoghurt (49 percent), muesli (46 percent), omelette (43 percent) and cereal (42 percent) are considered nutritious breakfast options, along with fresh fruit (73 percent), nuts (43 percent), honey (37 percent) and peanut butter (29 percent) as healthy and nutritious toppings.




Research of 2,000 Britons was commissioned by the Whole Earth and was conducted by Perspectus Global in September 2023.

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