Purpose This paper aims to study how diabetics/pre-diabetics (D) and non-diabetic (regular consumers of sweeteners (C) or not (NC)) perceive and consume sweetened processed food in Brazil. Design/methodology/approach A cross-sectional study (n = 2,204) was carried out to gather information about: consumption of 14 sweetened food/beverage categories, perception of sugar/sweeteners (check-all-that-apply (CATA) test), understanding of sugar claims and socioeconomic/demographic/consume profile. Chi-square test/Fisher exact tests were used to analyze the contingency tables. CATA test results were evaluated using Cochran Q test, RV coefficient and Kruskal-Wallis test. Findings Results revealed that although diabetics/pre-diabetics consumed less sugary products than non-diabetics (p < 0.001), >50.0% of them preferred sugary candies, bakeries, ready-to-drink fruit juice, ice cream, chocolate and ready-to-eat desserts. D, NC and C similarly perceived (RV = 0.99) sugar (sensory desirable, but penalized due to its health impact), naturally extracted sweeteners (opposite description of sugar) and chemically synthesized sweeteners (penalized by sensory and health impacts). Regarding the claims, those that mean the absence of sugar were correctly understood for = 90.0% participants, while incorrect interpretations were observed for “containing sugars from own ingredients” (42.7%) and “light on sugar” (21.0%), without differences between consumer groups (p = 0.93). Research limitations/implications This study was carried out with a convenience sample. Practical implications Results can be applied to support food policies and educational campaigns (improving consumer information on processed sweetened foods) and to guide product development in the food industry. Originality/value This is the first study to evaluate the Brazilians’ behavior regarding the perception of sugar and sweeteners, the choice of different sweetened processed food, and understanding of sugar claims.

Summary This study characterised the main sweet beverages and food products marketed in Brazil regarding (i) the addition of sugar/sweeteners, (ii) nutritional profile and (iii) sugar claims. Results revealed that most of the beverages had added sweeteners, while food products were mainly sweetened with sugar. Moreover, >90% of the powdered products had added sweeteners. ‘Zero sugar’ (46%) and ‘light’ (55%) were the most common sugar claims in sugar‐free and reduced‐sugar products, respectively. Powdered products, soya drinks and baked products included claims less frequently. Regarding the nutritional profile, beverages with sugar substitution had a proportionally greater reduction in the content of carbohydrates and calories (up to 99%, for both) in relation to food (<82% and <85%, respectively). The results suggest that reducing sugar in solid foods remains a greater challenge than in beverages and that this reduction has less impact on the final energy density of foods.

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Sensory analysis of pure and sweetened passion fruit juice with stevia (0.11, 0.22 and 0.44%) or sucralose (0.09, 0.18 and 0.36%) were carried out, including acceptance and ideal of sweetness analysis and Check all that apply test (CATA) comprising 26 terms descriptors, for characterization of the samples. The participants were selected considering the consumption habits of non-nutritive sweeteners (NNS): (i) non-consumers (NC), (ii) consumers (without medical recommendation) (C) and (iii) consumers by medical recommendation (MR).

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