But substitute Stephen Elliott rescued a point for the Black Cats as the strong visitors' defence was finally breached.
The draw was still enough to keep Latics on top of the table going into this afternoon's clash with Cardiff City at the JJB Stadium (kick-off 3pm).
Jewell said: "I suppose I would have settled for a point before the game.
"The old thinking is that you should be happy to get a draw away from home and win your home games.
"At the moment, though, we feel very confident that we can go anywhere and win, but in the grand scheme of things, a point at Sunderland isn't the worst result in the world.
"But I felt we deserved all three from the game.
"Overall we shaded it, although Sunderland did put us under pressure near the end with some high balls into the box.
"Saying that, I don't think John Filan had any saves to make and we looked more dangerous on the break than they did going forward.
"I thought we were going to hold on to a 1-0 victory but their goal was a bit of a mix-up and that happens in football.
"Perhaps it is a sign of how far the club has come that we are disappointed to come to Sunderland not take all three points.
"If I've one moan, it's that we sat a little bit too deep in the second half and let Sunderland come at us.
"But they were the home team after all and were expected to push forward.
"Eventually something fell to them and unfortunately their lad mis-hit his shot and in it went."
Roberts' 18th-minute goal was his third of the season, the striker sliding a shot past Mart Poom after barging his way through the heart of the Black Cats defence.
He also had a strong appeal for a penalty turned down late on, Jewell adamant it should have been a spot-kick.
Jewell said: "Jason was a handful all afternoon and I thought we should have had a penalty in the last minute but some you get and some you don't.
"Nathan Ellington was also unlucky with a couple of free-kicks which shaved the post, and he is not an easy player for any defence to play against.
"At times in the final third we didn't pick the right pass or make the right decision, but that's maybe being too critical.
"There was loads of effort from the lads as usual."
With no fresh knocks picked reported, Latics were expected to be unchanged for the sixth league game running today.
Meanwhile, Jewell has congratulated Leighton Baines on his call-up to the England Under-21 squad.
The teenager was travelling to meet up with the squad in Leicestershire straight away today's game.
They fly out to Vienna on Wednesday ahead of Friday night's game with Austria before moving on to face Poland a week tomorrow.
Jewell said: "It's about time Leighton was selected and everyone at the club is delighted for him. The boy has matured into a good player and remember he is still only 19.
"He has a big future ahead of him but will keep his feet on the floor and keep performing for Wigan."