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It's rare to see a wellness influencer dumping granulated sugar into their oatmeal and overnight oats. Yet tablespoons of 'natural' maple syrup, agave syrup and honey are added in ample quantities.
These pricey, 'from-the-ground' sugar alternatives are said to be teeming with microscopic health-boosting compounds, which have been stripped from regular table sugar.
One well-known fan is wellness guru Gwyneth Paltrow, who stocks her pantry with agave syrup and uses it as a 'healthier' alternative in many of her sweet recipes.
But now a scathing report by product analysts Consumer Reports has revealed the truth about non-sugar sweeteners.
Natural sweeteners like honey and agave have long been touted as healthier alternatives to white, table sugar - but a new analysis suggests this is not the case
The only health benefit, the authors conclude, is the potential for a soothed throat - and that only applies to honey.
'Honey and maple syrup do have nutrients, while white sugar has almost none,' reads the report. 'That gives them a slight edge, but you’d have to consume more than what’s desirable to get any real nutrition from them. The true advantage may simply be the flavor that some of these sweeteners bring to the table.'
Wesley McWhorter, registered dietitian and director of lifestyle medicine for Suvida Healthcare in Houston added that at their core, honey, agave, and maple syrup, are just 'sugar in liquid form'.
The calories in a teaspoon of sugar versus a teaspoon of agave nectar, maple syrup or honey are virtually the same, and the ingredients have almost the exact same effect on the body once eaten.
Gwyneth Paltrow has included agave nectar in many of her cookbooks, and has previously admitted to having a stock of the ingredient in her pantry
As for the supposed benefits, experts say the amount of nutritious compounds in the sugar alternatives is not enough to elicit any effect.
Honey and maple syrup have natural antioxidants in them. Antioxidants are substances that fight against free radicals, which are molecules that damage cells and raise the risk of disease, according to Harvard Health Publishing.
Speaking to DailyMail.com, preventative cardiology dietitian Michelle Routhenstein said maple syrup and honey are, 'not where your antioxidants should be coming from.'
That's because even though these products are natural, they're still a source of added sugar and need to be consumed in moderation, she adds.
You'd have to consume a lot of these products to get the amount of antioxidants needed to see any health benefit.
Agave nectar is extracted from several species of the agave, plant including Agave tequilana and Agave salmiana
Writing in the report, the experts point out that doctors recommend against consuming much sugar due to the risk of tooth decay and its contribution to weight gain.
Women should have at most six teaspoons of added sugar per day, and men should have at most nine teaspoons, or 36 grams of sugar per day, according to the American Heart Association.
McWhorter also highlighted that natural sweeteners are higher than table sugar in a type of sugar molecule called fructose. While fructose is safe in small amounts, consuming it in high amounts has been linked to liver dysfunction.
This is because fructose is processed by the liver. Studies by researchers at the American Diabetes Association have suggested that over time, an excess of fructose could strain the organ and lead to damage.
Ultimately the only truly beneficial to use natural sweeteners is for added flavors or for other benefits like being easier to marinate with, Routhenstein said.
Moderation, in whatever form of sweetener you prefer, is probably the key. Since sugar is sugar, and over time, overconsumption of it can lead to diabetes, liver disease, and heart disease, studies say.