Purpose: The purpose of this study was to investigate opinions and preferences of parents from various sociodemographics regarding sugar and both natural and artificial non-nutritive sugar substitutes (NNS). Methods: Oral interview surveys were conducted in dental practice settings. Parents were asked about demographics, their consumption of and feelings about sugar and NNS for themselves and their children, and their concerns regarding NNS. Parents were asked about natural and artificial labels and were asked to select snacks/beverages they would purchase for their children. Results: Parents (N equals 100) preferred sugar-sweetened drinks for their children (76 percent), and 78 percent expressed concern about the potential health effects of NNS, especially cancer. Parents felt sugar was safer than NNS and were more positive about natural NNS than artificial ones. More highly educated parents (P = 0.02) were more likely to avoid NNS for their children, and parents of the lowest income level were likely to express ambivalence regarding naturally labeled NNS. Conclusions: Parents are concerned about giving their children NNS and cite cancer as the primary reason. Parents from higher sociodemographic backgrounds are more likely to limit their children's consumption of NNS and have negative feelings about them. Most parents, especially those of higher sociodemographics, are more accepting of natural NNS.