Like alcohol, sugar has a pleasurable response by causing a dopamine reaction. So I am of a mind to think that, because it is a substance, it continues the DOC to dopamine neuropathway and probably isn't the best thing long term, at least for me. If its the difference between ice cream and vodka, well the obvious choice is ice cream!
I try to replace an activity/behavior for the substance to dopamine/pleasure center connection. Instead of sugar, I go for a walk, watch a funny movie (laughter releases dopamine) call a friend, go to a meeting. I guess the objective is to create a connection between a positive behavior and pleasure, rather than a substance.