I do make bread varieties without any sugars, but I have to confess that the American thing is less for sweetness in a sandwich bread and more for the texture. It is hard to get a soft sandwich style bread without adding a sugar. I did forget to put any in my sponge once, and while I still got bread and it was still edible, it was not nearly the height I normally get with a half-cup of honey in my four-loaf recipe, and everyone complained loudly. LOL It took me a long time to perfect my soft white-whole-wheat recipe until it was just right and everyone (except my yeast-sensitive) would eat it, and it requires the honey to work! Without it, my bread was much denser and the grain was much drier.
I buy honey in very large quantities also. When local beekeepers have it at a good price I always buy from them, because it may help allergies to use local honey. When colony-collapse affects the local price, I can usually get it for not too much more at Whole Foods–we don’t have one here, but we go to a city to visit family often and buy six month’s or a year’s supply then. I also have several 5gallon buckets downstairs in my storage. We use it for so many things! I’d be lost without it.
Anyway, from the two years I spent messing with bread recipes, I can assert that to get a pillow-soft loaf out of 100% whole wheat, just a few things are necessary—white wheat instead of red, home-ground instead of store bought, a little extra gluten, and honey. I can mess with other ingredients as I need–the water, milk, eggs, even the amount of yeast, but if I play with the flour, gluten, or honey, I lose the texture everyone likes. Then they start begging me for store bought <sigh>