Along with the growing consumption of functional dairy products like kefir, there is an increase in demand for products that have their sucrose content replaced by sugars with greater nutritional value and possible beneficial health effects. However, there is no consensus that a high sensory acceptance is sufficient to predict the products' success in the market, and evaluating the emotions generated by the reformulation of products can be a critical factor in differentiating food products that have similar characteristics, prices, and packaging. In this sense, this study aimed to determine the sensory acceptance and emotional profile of sheep milk kefir sweetened with different sugars (demerara sugar, brown sugar, fructose, coconut sugar and honey, 100 g/L). Consumers (n = 100) assessed sensory acceptance (appearance, aroma, flavor, texture and overall liking) using a 9-point hedonic scale (1= dislike extremely; 9=like extremely) and expressed their emotions (satisfied, active, loving, calm, comfortable, energetic, happy, healthy, refreshing, disgusted, worried and upset) using a 5-point scale (1 = nothing; 5 = extremely) . Data were submitted to one-way ANOVA, Tukey's test (p < 0.05) and Principal Component Analysis (PCA) with confidence ellipses using the bootstrapping technique in XLSTAT 2020.1. The emotions “satisfied, active, comfortable, energetic, healthy, and refreshing” were found between moderate and very high levels, indicating they are important emotions for the discrimination of samples. The use of different sugars had no impact on the intensity of “calm, comfortable, happy or disgusted” emotions, and resulted in greater satisfaction. Demerara sugar or fructose did not influence the acceptance of products or the intensity of emotions. Brown sugar decreased acceptance (flavor, texture and overall liking) and the intensity of “active, loving, energetic, healthy and refreshing” emotions. The use of coconut sugar decreased acceptance (appearance, aroma and flavor) and the intensity of “refreshing and upset” emotions while honey improved acceptance in appearance and aroma, but reduced the intensity of “active, loving, energetic and healthy” emotions. The findings suggest the use of demerara sugar or fructose as a substitute for sucrose in sheep milk kefir formulation and the assessment of emotions as a supplementary tool for sample discrimination.