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Yes, you really do deserve sweet treats every day, all day.
A new study has found one in three Americans reward themselves with something sweet more than once per day — and 46% crave sweets by noon.
That’s according to a new poll of 2,000 U.S. adults, where 47% said only something sweet can satisfy their cravings, compared with salty (21%), savory (18%) and bitter (13%) foods.
By generation, 46% of millennials and Gen Xers alike crave sweet things.
Sweets were also heavily favored by older generations (49% of baby boomers and 51% of the Silent Generation).
They were least favored by Gen Zers (43%).
Conducted by Talker Research on behalf of Driscoll’s, the study found when people reach for sweet snacks, 53% do so to treat or reward themselves, while 37% cite mood-boosting as a motivator.
Convenience (36%), taste and texture (28%), nostalgia (23%) and celebration (14%) also play a role.
And for many, eating something sweet doesn’t mean compromising on health.
When they reach for a sweet treat, 43% said they more often go for the “healthy” sweet options over the unhealthy ones. In fact, 42% believe it’s easy to find foods that can be both sweet and healthy.
Respondents also shared what they believe truly makes certain foods healthy: nutritional value (60%), freshness (45%), being whole and unprocessed (43%) and being organic (29%).
Two-thirds recognize they’d be more likely to choose healthy, sweet food options at home if they were more accessible.
“There’s a clear shift happening in how Americans think about sweet treats,” said Frances Dillard, Chief Communications Officer for Driscoll’s. “Flavor-forward berries aren’t just competing, they’re winning, as a healthier way to satisfy a sweet tooth. The data shows that indulgence and health don’t have to be opposites—berries are bridging that gap.”
The desire to satisfy a sweet tooth without sacrificing health has led many to opt for berries as their go-to.
A total of 94% of respondents said they regularly eat berries — 10% eat them daily,43% eat them several times a week.
Respondents say the best times to eat berries are when they’re snacking at home (53%), any time of day as a snack (44%), in the morning with breakfast (44%) or with lunch (27%).
Others enjoy them on picnics (21%), with dinner (19%), at beaches and parks (17%) and at parties (16%).
If they’re craving something sweet, people say they’d first reach for strawberries (70%), blueberries (48%), raspberries (31%), and blackberries (28%).
Three-quarters (76%) prefer to eat berries fresh on their own; 19% prefer adding them to dishes and meals as toppings; 5% prefer cooking them into meals.
Many are also preparing their berry plans ahead of the holiday season: two in three said they’ll likely use berries in their upcoming Thanksgiving and holiday dishes this year.
“Berries hit the sweet spot for flavor and versatility that can enhance any kind of moment,” continued Dillard. “They’re natural, fresh, and genuinely satisfying, so they work just as well for everyday breakfasts and snacks as they do for special occasions and connecting with those you love.”
What Motivates People to Reach For Something Sweet?
- To treat or reward themselves – 53%
- To boost my mood when they’re feeling down – 37%
- It’s easy to eat – 36%
- They prefer the taste and texture to other flavor profiles – 28%
- When they’re feeling nostalgic or need comforting – 23%
- To celebrate – 14%
- It pairs best with beverages – 14%
- It has a healthy component – 10%
- The aroma is better than other flavor profiles – 10%
Survey methodology:
Talker Research surveyed 2,000 general population Americans; the survey was commissioned by Driscoll’s and administered and conducted online by Talker Research between Sept. 22 and Sept. 26, 2025.
