I do think it has changed a bit - lots of things have additional flavouring to cater for the fact that younger folks taste buds are less sensitive due to overload. (One of the reasons, I think for rising obesity)
But our taste buds do change as we get older and we become more able to taste sweet. SO I guess a bit of both?
Hubby has no-sugar version and for the odd occasion that I make it for myself, I have discovered Pearce Duff's from B&M to keep in the cupboard. Got to be worth a try, I thought for 35p for enough for 2, when the food bank were looking for some, at £1 for 3 packs.