Happy Sugarmaxday! Or... is it really happy?

Today, on July 26th, we observe Sugarmaxday for children aged 9 to 13 years old. This day marks the point at which many children have already consumed the maximum recommended amount of free sugars for the entire year, according to the World Health Organization (WHO).

What is Sugarmaxday?

Sugarmaxday highlights how quickly children reach their annual sugar limit. For kids aged 4 to 8, who consume the most sugar, Sugarmaxday was on July 9. These children consume over 31 kilos of sugar annually, which is more than their average body weight of 28 kilos.

The guidelines and reality

The WHO recommends that no more than 10 percent of daily energy intake should come from free sugars, ideally less than 5 percent. For adults, this means no more than 25 grams of sugar per day, with a maximum of 50 grams. According to recent data from RIVM, children aged 4 to 8 get 19 percent of their daily energy from sugars, nearly twice the recommended amount. Over 90 percent of children aged 7 to 18 and more than 60 percent of adults consume too much sugar.

What are "free sugars"?

Free sugars include those added to foods and drinks during preparation, as well as sugars naturally present in honey, syrups, and fruit juices. They do not include sugars found in fresh fruits, vegetables, and milk. Most free sugars come from:

• Non-alcoholic drinks such as soda and juices (32 percent)
• Sugar and conventional sweets (25 percent)
• Cakes and pastries (17 percent)
• Dairy products (12 percent)

Why do we consume so much sugar?

Professor Jaap Seidell explains that many parents are unaware of the high sugar content in products like fruit juices, cereals, and dairy desserts. But many other products also contain hidden sugars, like tomato sauce, charcuterie, and canned soup. It's always a good idea to check the labels when shopping, you'll be shocked about how many products have added sugars in them.

Towards a Healthier Future with SWEET-SWITCH®

At SWEET-SWITCH, we are committed to pushing Sugarmaxday further into the year, contributing to a healthier future for everyone, especially our children. We offer delicious, sugar-free alternatives that satisfy without the harmful effects of excess sugar.

(Not so) happy Sugarmaxday – next year, let's celebrate it much later!