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When sugar becomes a culture

Croissant on the way to/from training. A little snack when the car needs to be refueled/charged. Wednesday snails, breakfast bread, cakes/ice cream/candy, Friday bar etc. at work. Friday sweets, Saturday fun. We don't just eat sugar because we want to – but because it has become part of our social routines. This can create a persistent sugar craving that is not only strengthened by the brain's dopamine response, but also by social contagion in the community.

Coziness and community are deeply rooted in Danish culture. We celebrate with cake, comfort with chocolate and reward with ice cream. This makes it difficult to say no – not only for the individual, but also for the whole family, group of friends and in the community. This is an example of behavioral design, where sugar has almost become a permanent part of “coziness” because the reward value is so high in our pleasure center in the brain.

The brain loves sweets

Sugar is a shortcut to the brain's reward center. When we eat something sweet, dopamine is released – the same neurotransmitter that is activated by joy and falling in love. It feels good, and the body quickly learns that sugar is an easy way to get a little happiness boost. The problem? The more sugar we eat, the more our brain gets used to it. We need larger amounts to achieve the same satisfaction. In this way, sugar becomes not just a habit, but almost an addiction.

Research shows that habits are hard to change alone, but much easier when we do it together. (Duhigg, The Power of Habit, 2012). Therefore, the key to changing habits is not only willpower – but also community. Here, family strategies and joint agreements can make a world of difference, so that you are not alone, but instead support each other in cutting back on those sweet habits.

Denmark has the highest candy consumption in the world?

We are the only country that has the word “hygge”. What do we associate with hygge? Very much sweets. We are world champions in eating sweets – 35 kilos per year per Dane. Juice, cake, chocolate and ice cream sneak into everyday life. But what do we do when the sweet habits have taken hold so well that it feels impossible to let go of them?

The answer lies in our brains, our habits – and our communities. Several studies confirm that social contagion is central to how we influence each other's eating habits. If we see one person in our circle of friends taking the initiative to break the sugar pattern, it can motivate the rest because we mirror each other.

How to change sweet habits – realistically and sustainably

Cutting out all sugar overnight is a strategy that rarely works. Instead, it's about small steps, conscious choices—and a realistic approach to health. Micro-solutions like swapping sugary drinks for water or sharing a soda are often more sustainable than radical bans.

Microtips to adjust your sugar intake:

• Share a soda instead of drinking a whole one, or dilute with water.
• Make the candy bowl smaller, or make small portioned dishes.
• Start with a glass of water before you start snacking. Often we are thirsty, not hungry.
• Cut fruit into small snack sizes.
• Nuts and almonds are more filling and are healthy fats.
• Make popcorn – it is experienced by more than what it contains.
• Never stock up on sweets. Your brain will tempt you when it's within reach.
• Agree when comfort equals sugar, and when it's only the healthy alternatives.
• Make joint agreements at work, school, club or family to cut down on sugar. Make it a sport.
• Compensatory strategies are also helpful. If you know there's cake waiting at work, you can plan a slightly healthier lunch or an extra walk later in the day. It's not about punishing yourself, but about maintaining balance and making room for enjoyment.

The most important factor: Community
Studies show that we are mirrored in those we surround ourselves with. If one person in a group starts eating healthier, it rubs off on the rest (Christakis & Fowler, Connected, 2009). Therefore, a joint effort can work wonders. Sports clubs, schools and families can create clear but friendly guidelines so that sugar becomes a rare luxury instead of a daily necessity.

From sugar culture to a balanced culture of comfort
It's not a question of eliminating all sweets. It's about taking back control. When we understand how sugar affects our pleasure center, and when we change habits together through family strategies and behavioral design, we can create a healthier balance. Personally, I don't believe in bans or mandates, but in micro-solutions that make room for balanced enjoyment of life.

STAI v/Jytte Bille, lifestyle guide