I take cocoa powder (plus milk) with no sugar at all, because I drink tea with no sugar either. (And coffee isn't my thing.)
I used to drink commercial hot chocolate as a kid, but then went off it in favour of tea. When I tried it again several years later, I'd gotten so used to unsweetened tea that sweet hot chocolate was an instant no-no.
Making cocoa at home isn't an issue, but the odds of finding a restaurant or beverage shop that does it is rather slim.