The Sweet Revolution: New Driscoll’s Survey Uncovers How Americans Are Rewriting the Rules of Indulgence, with Berries Leading the Charge; Frances Dillard Comments

WATSONVILLE, CA - Americans crave something sweet nearly every day, and a new survey commissioned by Driscoll’s shows they’re no longer willing to choose between cravings and health. The Healthier Side of Sweet reveals that 42% of respondents believe sweet foods can be healthy, especially when made with natural ingredients. Nearly half of consumers (47%) crave sweet flavors above all others, far outpacing salty (21%), savory (18%), and bitter (0.7%) profiles.

Driscoll’s and We Are Talker surveyed 2,000 U.S. consumers to understand what’s driving current tastes and cravings, and what ultimately motivates them to choose traditional sweets like brownies versus the natural goodness of berries.

Showcasing a shift toward fresh, natural flavors like berries, and away from the artificial tastes commonly found in ultra-processed products, key findings include:

• When given the choice of a “healthy” option, consumers prioritize foods with low sugar and salt (60%) followed by freshness (45%) and whole, unprocessed foods (43%)
• Over half of respondents (53%) said a treat or reward warranted something sweet
• Most consumers are rewarding themselves with something sweet 3 to 4 times a week, and usually around midday (47%)
• 53% of consumers make berries a weekly habit with 16% enjoying berries once or twice a week, 27% enjoying them a few times a week, and 10% enjoying them daily

These findings signal a new era of indulgence where healthy, natural options satisfy cravings and align with Americans’ love for sweet things.

Sweet Doesn’t Have to Mean Sacrifice: Berries are Bridging the Gap

Americans’ affinity for something sweet is undeniable. Nearly half of the survey’s respondents (47%) said their cravings could only be satisfied by something sweet with significantly fewer choosing salty or savory. Sweet flavors were most commonly associated with rewards (53%) or mood-boosting moments (37%) with everyday milestones like finishing work, chores or exercising serving as prompts to enjoy something sweet.

Awareness of whole-food diets is growing among consumers. When asked what makes a food healthy, 43% pointed to whole or unprocessed foods. That preference shows up in behavior: 43% enjoy berries throughout the week, 10% eat them daily and the 76% prefer to eat them fresh, on their own (not as a topping or ingredient).

Chocolate is Popular, But Berries are on the Rise

While chocolate is a fan favorite, berries are rapidly emerging as a top choice for sweet satisfaction. Strawberries lead the pack, with 70% of respondents naming them the most satisfying berry when craving something sweet. The rest of the berry patch followed closely with blueberries at 48%, raspberries at 31% and blackberries at 28%.

Consumers’ appetite for unprocessed and naturally sweetened foods shows in their purchasing motivations. Taste (63%) and natural sweetness (56%) are the top drivers of berry purchases, and an overwhelming majority (86%) say they would purchase foods with real, natural flavor over those made with artificial flavors.

Berries Satisfy Cravings for Sweet, Fresh and Whole Foods

Sweet cravings and preferences for whole, unprocessed food options vary across generations and shape consumption habits. Gen Z craves sweets slightly less than other generations and sees them as fun and celebratory pick-me-ups. Boomers and the Silent Generation showed the strongest preference for natural flavors and fresh berries and have a negative perception of processed foods. They are also most likely to reject the notion that foods can’t be sweet and healthy. Similar to Boomers and the Silent Generation, Millennials and Gen X value freshness and prioritize organic and locally grown ingredients. Of all generations, Millennials were the most likely to view sweet rewards as healthy (46.4%).

When asked which holiday they most associate with berries, each generation selected Thanksgiving, followed by Christmas and the Fourth of July, indicating berry flavors have sentimental value and are associated with large, festive gatherings of friends and family.

Across all generations, berries shine during everyday moments and seasonal celebrations, with breakfast, snack time, and holidays emerging as the most popular occasions for enjoyment. In fact, two in three consumers say they plan to incorporate berries into their upcoming Thanksgiving and holiday dishes, underscoring their emotional and culinary significance.

Often Imitated, Never Replicated: Why Natural Wins

Consumers are increasingly rejecting ultra-processed sweets in favor of whole, recognizable ingredients, especially in fruit-based products. Respondents overwhelmingly agreed that natural flavors taste better than artificial flavors and are more likely to purchase these kinds of foods. This same sentiment is true across all berry types.

Berries are more than just a fruit, they’re a lifestyle choice that aligns with modern values around health, taste and emotional satisfaction. Driscoll’s takes this to heart in its more than 100-year pursuit of flavor-forward innovation. Its dedication to delighting consumers with Only The Finest BerriesTM begins with the breeding process which is rooted in natural breeding methods and selects for specific flavor profiles and growing traits informed by consumer insights. The best seedlings are then sent to the fields to be grown with great care by Driscoll’s global network of growers. At peak ripeness, berries are hand-picked and carefully packed to ensure freshness and quality before reaching consumers.

Understanding consumer values and behaviors is what earned Driscoll’s recognition as One of America’s Most Beloved Grocery Store Brands. This standard continues to promote innovation across the fresh produce category, resetting expectations for how fresh produce should taste.

“Flavor isn’t just a feature, it’s the essence of the Driscoll’s berry experience,” said Frances Dillard, Chief Communications Officer, in the recent release. “Our Research and Development Flavor Centers are laser-focused on innovation, turning consumer insights and curiosity into peak flavor. The data confirms that berries do more than satisfy cravings, they’re redefining what sweet means in a health-conscious world.”

For more information on Driscoll’s and the company’s approach to growing Only The FinestTM berries, visit www.driscolls.com.

Survey Methodology

We Are Talker surveyed 2,000 US adults on what encourages and motivates them to choose natural, wholesome, sweet foods over alternatives.