How sugary drinks keep you hooked

A person living with obesity

The World Health Organization (WHO) has issued a warning on the growing health risks linked to sugar-sweetened beverages, cautioning that excessive sugar intake is not only addictive but also a major contributor to weight gain and obesity worldwide.

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According to Lucy Chege, a medical nutritionist, excess consumption of sugar increases the level of insulin produced in the body, which may lead to obesity.

“Insulin, besides regulating sugar, is also a fat-storing hormone. That is why the relationship between too much sugar in the body and weight gain comes in and, of course, if there’s too much weight gain, it progresses to obesity,” she said.

In a public health message urging people to “break the cycle today for a healthier life,” WHO highlighted how sugary drinks keep consumers hooked while silently damaging their health.

These beverages, often marketed as refreshing, energizing, or even healthy, have become a daily habit for millions, cutting across age groups and social classes.

Flavoured milk drinks

Nutritionist Chege reports that sugar stimulates the brain’s reward system, triggering pleasure responses that lead to the release of dopamine, encouraging repeated consumption.

“Over time, this creates cravings similar to addiction, making it difficult for individuals to cut down even when they are aware of the health risks. Unlike solid foods, sugary drinks are quickly absorbed and do not create a lasting feeling of fullness, leading people to consume excess calories without realizing it,” she said.

“When obesity checks in, you are predisposed to metabolic disorders like type two diabetes,” she added.

WHO’s warning covers a wide range of commonly consumed beverages including fizzy drinks, juice drinks, liquid and powder concentrates, flavoured water, energy and sports drinks, ready-to-drink tea and coffee, and flavoured milk drinks.

Many of these products are often perceived as harmless or healthier alternatives, yet they may contain high amounts of added sugars.

“People often underestimate how much sugar they are drinking,” nutrition experts note.

“A single bottle of soda or energy drink can contain more sugar than the recommended daily intake.”

WHO recommends limiting free sugars to less than 10 percent of total daily energy intake, with further health benefits seen when reduced to below 5 percent.

The problem is compounded by aggressive marketing, especially toward young people, portraying sugary drinks as symbols of energy, success, and social status. In reality, regular consumption can lead to long-term health consequences that strain both individuals and health care systems.

To address the issue, WHO is calling for both personal and systemic action.

At an individual level, the organization encourages people to gradually reduce their intake of sugary drinks and replace them with healthier options such as clean water, unsweetened tea, fresh fruit–infused water, or plain milk. Reading nutrition labels and becoming aware of hidden sugars is also key.