Easter Candy & Your Brain: Why We Crave Sugar & Its Health Impacts

As Easter approaches, many Americans prepare to indulge in chocolate bunnies and colorful eggs, but experts warn that overdoing it on Easter candy can have significant health consequences. According to research from Virginia Tech, our brains are wired to crave sugar, but consistently consuming too much can lead to metabolic and cardiovascular diseases, weight gain and poor diet quality.

Americans spent over $5 billion on Easter candy in 2024, according to the National Confectioners Association. While enjoying a treat or two isn’t harmful, experts emphasize the importance of moderation.

Why We Crave Sugar

Alex DiFeliceantonio, an assistant professor with the Fralin Biomedical Research Institute at Virginia Tech, explains that the brain relies on glucose as its primary fuel source. This biological need drives us to seek out sugary foods when they are available.

“Your brain runs on glucose—that’s its primary fuel,” DiFeliceantonio says. “In our evolutionary environment, it would be a really good idea to consume a lot of a resource when you have access to it. In the modern environment, that tendency is less good for us.”

Alex DiFeliceantonio, assistant professor, Fralin Biomedical Research Institute at Virginia Tech

This evolutionary predisposition to seek sugar is now a challenge in a world where sugary foods are readily accessible and often consumed in excess.

The Impact of Excessive Sugar Consumption

Brenda Davy, a professor in the human nutrition, foods, and exercise department at Virginia Tech and a registered dietitian, highlights the negative health outcomes associated with high added sugar intake. These include metabolic and cardiovascular diseases, weight gain, and a decline in overall diet quality.

“It is important to distinguish sugar naturally present in foods, such as fruits, from added sugars,” Davy says. “Fruit contains fiber and many beneficial nutrients that are needed for promoting good health. They are an important part of healthy dietary patterns, such as the DASH diet and the Mediterranean diet.”

Brenda Davy, professor, Virginia Tech

Health organizations, such as the American Heart Association, recommend limiting added sugar intake to less than 10% of total daily calories. For someone consuming 2,000 calories per day, this translates to approximately 200 calories from added sugar – roughly the amount found in seven or eight marshmallow Peeps.

Davy emphasizes that children should consume even less added sugar, as it can displace nutrient-dense foods crucial for healthy growth and development.

Beyond physical health, excessive sugar intake can also impact brain health. DiFeliceantonio notes that long-term overconsumption can contribute to weight gain and potentially lead to type 2 diabetes, both of which are linked to inflammation and cognitive decline.

“Long-term excess sugar intake will lead to increased weight and, in some people, type 2 diabetes,” DiFeliceantonio says. “Those body states are also not great for your brain and can increase inflammation, especially in the hypothalamus, which plays a role in energy balance. High blood sugars and type 2 diabetes are associated with cognitive decline and Alzheimer’s disease.”

Alex DiFeliceantonio, assistant professor, Fralin Biomedical Research Institute at Virginia Tech

Candy and Children

While children have higher energy needs and require carbohydrates for growth, DiFeliceantonio stresses that candy is not the optimal source. She suggests prioritizing nutrient-rich carbohydrates over sugary treats.

“Kids also need carbohydrates to fuel their growth,” she says. “But I don’t think anyone needs a scientist to tell them that most of those carbohydrates shouldn’t come from candy.”

Alex DiFeliceantonio, assistant professor, Fralin Biomedical Research Institute at Virginia Tech

As the Easter holiday approaches, being mindful of sugar intake and prioritizing a balanced diet can help individuals and families enjoy the festivities without compromising their long-term health.