Sugarcoating Christmas: 53% of Brits don’t consider their sugar consumption during Christmas
Affecting 4.3 million Brits with more than 2.4 million at high risk of developing type 2 diabetes, the chronic disease costs the NHS £10 billion annually. On the occasion of Diabetes Awareness Month, new research unveiled by air up® – the world’s first refillable scent-based drinking system – shows that 53% of Brits confess to not thinking about the amount of sugar they consume during the festive season at all. With an estimated additional 850,000 living with diabetes who are yet to be diagnosed, air up®’s research further reveals that 18.3 million (36%) Brits declare that their sugar intake doubles over the Christmas period, indicating that all restraint goes out the window. For those putting off curbing sugar until the new year, the chances of success are mixed at best: a quarter (25%) of all respondents admit to failing at New Year’s resolutions to cut excess sugar out of their diet. To remedy a dependence on sugar, air up®’s mission is to inspire a healthier relationship with hydration, making simple tap water more exciting through the science of retronasal smell, flavouring water without sugar or artificial sweeteners.
air up®’s new survey also reveals key insights into Brits’ seasonal beverage preferences. Coffee is unveiled as the UK’s favourite winter drink, closely followed by hot chocolate. When it comes to keeping track of their liquid sugar intake, 36% of Brits admit to losing track of the amount of sugary beverages they drink during the festive season.
Sugar apathy
More than half (53%) of respondents state that they do not consider their sugar levels at all during the holiday season – an attitude found to be most pronounced among 35 to 44-year-olds (59%). Additionally, roughly one in three (36%) say that their sugar intake doubles over the Christmas period. Gen Z drive this trend, with almost half (48%) of 18 to 24-year-olds stating that they consume more sugar over the festive season compared to almost one in three (28%) of 55 to 64-year-olds stating this.
Sugar is particularly present in the UK’s seasonal hydration habits, with 36% of Brits agreeing that they lose track of the amount of sugary beverages they drink during the festive season, and one in two (49%) state they don’t know how sugar consumption affects their hydration levels. Coffee reigns supreme as the UK’s favourite winter drink – 60% of respondents rank it in their top five seasonal beverages. Hot chocolate (57%) and tea (26%) rank second and third, trumping seasonal classics like mulled wine (26%) and hot apple cider (9%) in popularity. However, not all generations sip the same way: while Millennials (25-34) opt for speciality drinks like hot chocolate (68%) and mulled wine (30%) in colder months, older Brits (ages 55-64) are drawn to coffee (69%) and tea (32%). Regional differences also emerge in the data, with people in Oxford and Milton Keynes being the only ones to rank mulled wine in their top five seasonal drinks, while the people of Southampton (69%) are the most obsessed with hot chocolate out of all regions.
Siena Cid, MS, RD, Health and Nutrition Scientist at air up®, has provided a suite of tips to help avoid a sugar overload this holiday season:
“While they’re certainly delightful, seasonal drinks often harbour excess sugar. Enjoying them in moderation is key. Indulgence is part of the celebration, but completely overlooking your sugar intake is counterproductive, particularly given the challenge of maintaining sugar reduction goals in the new year.”
“Our bodies respond unfavourably to excess sugar, with both short and long-term effects that don’t align with optimal health outcomes.”
“That doesn’t mean you need to go cold turkey. Instead, here are a few simple strategies to avoid sugar overload this festive season:”
