A recent study conducted by Talker Research on behalf of Hint Water found that the average American consumes over 36,000 grams of sugar per year. The survey polled 2,000 Americans and discovered that the average person ingests 99 grams of sugar per day, which is equivalent to the sugar content of two 12-ounce cans of soda. This totals nearly 80 pounds of sugar consumed throughout the year. The study aimed to uncover Americans’ habits regarding sugar consumption and its impact on hydration levels.
The majority of respondents (85%) are actively trying to reduce their sugar intake, with 34% admitting that most of their liquid intake on a regular day comes from their morning coffee and 28% from soda. However, more than half of respondents believe that when they crave sugar, their bodies are actually craving hydration. Given that respondents reported only drinking an average of 48 ounces of water on a typical day, improving hydration was listed as their number one health goal. Over half (51%) are focusing on increasing their water intake to prevent sugar cravings.
The average respondent consumes more than twice the recommended amount of sugar by the American Heart Association and significantly less water than what is recommended by the U.S. National Academy of Medicine. Emotions such as stress, boredom, fatigue, and loneliness were found to prompt sugar cravings among respondents. On average, respondents reported feeling anxious, irritable, impatient, and unproductive when craving sugar. Scenarios such as watching a movie, finishing a meal, needing a midday energy boost, and having a bad day at work were identified as the top triggers for sugary cravings, with mid-afternoon being the most common time for cravings.
Despite their efforts to resist sugar cravings, the study found that the average person can only hold out for 13 minutes before giving in. Over 10% of respondents admitted that they would go to great lengths to obtain a sweet treat if it wasn’t readily available. After indulging in sugar, respondents reported experiencing a crash 33 minutes later, feeling fatigued, regretful, and unfocused. Chief Marketing Officer Amy Calhoun Robb emphasized the importance of balancing health goals with enjoying delicious foods and drinks without sugar or guilt, suggesting that it is possible with intentionality and seeking out health-focused brands and products.
The survey methodology involved a random double-opt-in survey of 2,000 general population Americans commissioned by Hint Water between May 30 and June 3, 2024. It was conducted by market research company Talker Research, whose team members are members of the Market Research Society (MRS) and the European Society for Opinion and Marketing Research (ESOMAR). Overall, the study highlights the need for Americans to be more mindful of their sugar consumption and hydration levels, and to prioritize their health goals by making informed choices about their food and beverage intake.
