Why Sweet and Salty Hooks Us — and How to Break Free Smartly

Why are sweet and salty sweets so popular right now?

Many people have probably had the experience of reaching for a bag of potato chips right after eating chocolate. In recent years, sweets that combine sweetness and saltiness—such as salted caramel or chocolate-covered potato chips—have become mainstream favorites.

But what is it about that sweet-and-salty balance that makes it so irresistible?

According to Dr. Nina Ishihara, an expert in health and nutrition, it has a lot to do with both modern lifestyles and how our brains work.

“These days, more and more people do work that puts heavy strain on the brain, such as long hours of computer use. The brain can only use glucose for energy, so the more we use it, the more we crave sweet foods,” she explains.

Another factor driving the craving for sweets is stress. When stress builds up, people tend to crave something sweet. Eating sweets raises blood sugar levels, prompting the body to release insulin to bring them back down. However, as blood sugar drops too far, irritability sets in—and that’s when we start craving something salty.

In other words, sweet → salty becomes a repeating loop—and sweet and salty treats satisfy both urges at once.

But that’s not the only reason for their appeal. Eating something sweet and salty together creates a contrast effect, where each flavor enhances the other’s intensity. This makes both flavors feel stronger, triggering a pleasurable response in the brain.

“When each taste feels more intense and delicious, the brain releases neurotransmitters like serotonin and dopamine, which produce feelings of happiness. Once the brain perceives that reward, the behavior becomes habitual,” explains Dr. Nina Ishihara of the Ishihara Clinic.

Another key point is the role of a taste receptor on the tongue called SGLT1.

“SGLT1—responsible for transporting glucose and sodium into cells—is activated only when we sense saltiness. This activation helps the body absorb sugar more efficiently. For a brain that craves sugar due to stress or fatigue, adding salt actually enhances sugar absorption. That mechanism reinforces the sweet-and-salty cycle,” says Dr. Ishihara.

The truth is, this golden combination has existed for a long time

The sweet-and-salty flavor that captivates today’s stress-filled generation is, in fact, nothing new.

“Sprinkling salt on sekihan (red bean rice), adding a pinch of salt to zenzai (sweet red bean soup) or pairing it with salted kelp, putting salt on watermelon. Japan has long had many dishes that combine sweetness and saltiness,”

explains Dr. Nina Ishihara.

These are all examples of traditional Japanese eating customs. Beyond that, familiar dishes like teriyaki and kinpira gobo (braised burdock root) also carry the essence of this sweet-and-salty balance in everyday meals.

Perhaps the most fascinating example is sekihan, eaten on festive or ceremonial occasions.

“Sekihan has always been served as a special treat on celebratory days. Its sweet-and-salty flavor, which stimulates the brain’s reward system, was literally a form of reward itself. People in the past intuitively understood this golden combination—proof that the craving for sweet-and-salty flavors is deeply rooted in human instinct,”

says Dr. Ishihara.

A treat has become a daily routine health risks of overindulgence

The sweet-and-salty flavors that were once reserved for special occasions are now available anytime. But this change comes with growing concerns, warns Dr. Nina Ishihara.

“As food culture has evolved and lifestyles have become more affluent, what used to be an occasional reward has turned into an everyday indulgence. The main issue today is excessive sugar intake. Too much sugar causes blood glucose levels to spike, which triggers insulin secretion. Since insulin stores sugar as body fat, it becomes a major cause of obesity,” she explains.

Another concern is the impact of sugar on capillaries.

“In diabetes patients, damage to the retinal capillaries can lead to vision loss or even blindness. Similarly, kidney damage can progress to the point where dialysis is required. Capillary damage also contributes to arteriosclerosis, increasing the risk of hypertension, heart attack, and stroke,” says Dr. Ishihara.

She also points out the role of AGEs (advanced glycation end products) — compounds formed when excess sugar binds to proteins. These accelerate the aging of the skin, blood vessels, and cells.

Excess salt intake poses another danger. Sodium attracts water, which can cause high blood pressure and swelling. The added strain on blood vessels further raises the risk of arteriosclerosis and lifestyle-related diseases.

“Both sugar and salt are essential nutrients,” Dr. Ishihara emphasizes. “However, modern people tend to consume them in excess, and often their bodies can’t metabolize or excrete them efficiently. That imbalance is what leads to negative health effects.”

In addition, Dr. Ishihara points out the risk of nocturnal hypoglycemia. Consuming sweets before bedtime causes a rapid spike in blood sugar, followed by a surge in insulin secretion. As a result, blood sugar levels can drop excessively during sleep, leading to poor awakening or fatigue the next morning.

Learning from tradition, enjoy sweet and sour wisely

So, how should we approach the allure of sweet and salty? Dr. Ishihara recommends enjoying it through natural ingredients.

“Even within the same sweet and salty category, there’s a big difference between pairing potato chips with chocolate and adding a pinch of salt to zenzai (sweet red bean soup). Foods like red beans or sweet potatoes contain dietary fiber, vitamins, minerals, and polyphenols—nutrients that offer clear health benefits. Dietary fiber, for instance, helps moderate spikes in blood sugar.”

She also suggests being mindful of the sodium-to-potassium balance (Na/K ratio). When eating sodium-rich foods, pair them with potassium-rich ones, since potassium helps the body eliminate excess sodium and can reduce blood pressure.

“For example, in a BLT sandwich, you can balance sodium from the ham with potassium from the lettuce and tomato.”

Timing is another key factor. Eating sweet and salty foods in the morning or at lunch is less concerning because metabolism is more active, but consuming them at night can trigger nocturnal hypoglycemia. Avoiding sweets before bed—or compensating with a short walk after eating to help stabilize blood sugar—can make a big difference.

“It’s perfectly fine to enjoy sweet-and-salty treats occasionally. But if you want to make them part of your routine, opt for natural ingredients whenever possible.”

Salted sekihan (red rice), zenzai with salt, salted watermelon. These traditional Japanese combinations, once reserved for special occasions, actually embody wisdom for healthy living.

By choosing natural foods, eating in moderation, and timing it right, sweet and salty can remain a guilt-free—and body-friendly—indulgence.