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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.

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.

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).

This study was carried out with a convenience sample.

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.

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.