As a serious sugar addict still struggling with my "addiction" I know first hand how difficult it is to get off sugar, and to stay off it. Part of the reason it's so hard to kick the habit is that over time our brains actually become addicted to the natural opioids that are triggered by sugar consumption. Much like the classic drugs of abuse such as cocaine, alcohol and nicotine, a diet loaded with sugar can generate excessive reward signals in the brain which can override one's self-control and lead to addiction.
One study out of France, presented at the 2007 annual meeting of the Society for Neuroscience, showed that when rats (who metabolize sugar much like we do) were given the choice between water sweetened with saccharin and intravenous cocaine, 94 percent chose the saccharin water. When the water was sweetened with sucrose (sugar), the same preference was observed -- the rats overwhelmingly chose the sugar water. When the rats were offered larger doses of cocaine, it did not alter their preference for the saccharin or sugar water. Even rats addicted to cocaine, switched to sweetened water when given the choice. In other words, intense sweetness was more rewarding to the brain than cocaine.
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