The present study aims to examine New Zealand participants’ perceptions of sugar as an addictive substance. The concept of sugar addiction is not new and there has already been some research around this, however due to ethical implications in human research, most studies have used animal experiments. Despite the myriad of health concerns caused by sugar overindulgence, including diabetes, obesity, cardiovascular disease, stroke, cancer, tooth decay and other issues, we do not yet have a conclusive answer as to the validity of sugar addiction. This study asked participants to draw from their understanding and experiences of sugar to explain whether they believed it should be classified as addictive. Qualitative content analysis was used to draw meaning and context from the rationale described by participants. Both inductive and deductive methods were used to determine whether perceptions and experiences by individuals in this study aligned with established scientific criteria surrounding substance dependence. For a considerable majority, signs and symptoms relating to excessive sugar intake conformed to current understandings of addiction. Conversely, those who did not believe sugar was addictive referenced how various biopsychosocial influences may contribute to sugar overindulgence, highlighting the complex nature of sugar consumption. While relying exclusively on subjective measures has inherent limitations, understanding individual experiences with sugar is essential in comprehending how a range of factors may shape indulgence. Given the consistency between participant experiences of sugar addiction and scientific literature concerning substance dependence, further measures should be implemented in evaluating the credibility of sugar as an addictive substance.