Many shoppers feel confident steering clear of sugary pastries and instead choosing products labeled “all natural,” “organic,” or “high-protein,” such as granola, low-fat yogurt or plant-based milk. But experts warn that these health-focused labels can often disguise surprisingly high amounts of added sugar.

Added sugars are not always easy to detect, as food manufacturers frequently rely on marketing language that diverts attention from nutrition facts, said Nicole Avena, a neuroscience and psychiatry professor at Mount Sinai Medical School and Princeton University who researches sugar consumption.

She noted that while some health-conscious brands are responding to growing awareness about sugar-related health risks, many major food companies remain less concerned about consumer well-being.

Excess sugar intake—alongside high salt and saturated fat—has been linked to obesity, heart disease, diabetes and other health problems. According to the American Heart Association, the average American consumes about 17 grams of added sugar daily, totaling roughly 57 pounds a year. While sugary drinks account for about half of that amount, the rest is commonly hidden in foods such as cereals, sauces, dairy items, prepared meals and even whole-grain bread.

Since 2021, food labels have been required to list added sugars separately. However, Avena said some companies have replaced traditional sweeteners like refined sugar and high-fructose corn syrup with alternatives such as monk fruit or sugar alcohols like erythritol, which are not classified as added sugars under FDA rules. As a result, foods may taste even sweeter than before.

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Dietitian Collin Popp of NYU Langone Health said federal guidelines allow added sugar to make up as much as 10% of daily calories, though he believes that limit should be lower—especially for people with diabetes or prediabetes.

He advised consumers to stay alert, even when products appear healthy or are labeled organic. Foods such as flavored yogurts, plant-based milks, English muffins and snack items can contain unexpected sugar. Taking control—by choosing plain versions and adding natural ingredients yourself—can help reduce sugar intake.

Experts also caution that artificial sweeteners may encourage overeating by stimulating the brain’s reward system. While sugar substitutes may benefit certain individuals, reducing reliance on sweet flavors overall is key to better health.

“Consumers shouldn’t let food companies determine how much sugar they consume,” Avena said.

Source: AP