Leeds, Aug 18 (The Conversation) – Ultra-processed foods (UPFs) have emerged as a primary concern in ongoing nutrition debates. From links to conditions like dementia and obesity to the phenomenon of "food addiction," these manufactured products such as crisps, ready meals, fizzy drinks, and packaged snacks, are often held accountable for a multitude of modern health issues.
There’s an argument among some experts that these foods are "specifically formulated and aggressively marketed to maximise consumption and corporate profits," effectively hijacking our brain's reward pathways and encouraging consumption beyond our actual needs.
Consequently, policymakers have suggested bold strategies: warning labels, restrictions on marketing, taxes, and even bans in proximity to schools. But are these urgent measures grounded in solid scientific evidence? This question prompted my colleagues and me to reassess what precisely makes people favor certain foods and the reasons they overeat – not just enjoy, but persist in eating beyond their hunger.
We examined feedback from over 3,000 UK adults concerning more than 400 common foods, which provided insights that challenge the straightforward UPF narrative and offer a nuanced path forward.
In nutritional discussions, two concepts often intertwine: liking a food and hedonic overeating (consuming for pleasure rather than hunger). Liking relates to taste, while hedonic overeating refers to continuing to eat because the experience is pleasurable. They’re connected but not identical. For instance, many enjoy porridge but seldom binge on it; however, chocolate, biscuits, and ice cream tend to top both lists for enjoyment and overconsumption.
We conducted three extensive online studies where participants evaluated photographs of unbranded food portions, rating how much they liked them and their likelihood of overeating them. These foods were recognizable items from a typical UK grocery list, including jacket potatoes, apples, noodles, cottage pie, and custard creams—exceeding 400 in total.
We then compared these evaluations with the foods’ nutritional makeup (fat, sugar, fiber, energy density), their categorization as ultra-processed by the widely adopted Nova system—a system that classifies foods based on processing extent and purpose—and how people perceived their characteristics (sweetness, fattiness, processing level, healthiness, etc.).
Perception Power – Certain findings were anticipated: high-fat, high-carb foods were rated as more enjoyable, and calorie-dense foods were more prone to overeating. However, a surprising element emerged concerning beliefs and perceptions. Nutrient content was crucial; for instance, people rated high-fat, high-carb foods as more pleasurable and low-fiber, high-calorie foods as more prone to "binge eating."
But beliefs about the food were equally significant. Perceiving a food as sweet, fatty, or highly processed increased the propensity for overeating, independent of its actual nutritional content. Conversely, foods perceived as bitter or high in fiber had the opposite effect.
In one survey, we could predict 78 percent of the variation in people’s overeating likelihood by combining nutrient data (41 percent) with perceptions about the food and its sensory qualities (additional 38 percent).
Essentially, how we perceive food impacts our eating as much as what the food contains. This revelation brings us to the subject of ultra-processed foods. Despite intense scrutiny, categorizing a food as "ultra-processed" contributed minimally to our predictive models. Once we factored in nutrient content and perceptions, the Nova classification explained less than 2 percent of the variation in liking and only 4 percent in overeating.
This doesn’t imply all UPFs are innocuous. Many are high in calories, low in fiber, and conducive to overconsumption. However, the UPF label can be a broad brush that includes everything from sugary soft drinks to fortified cereals and vegan meat alternatives. While some may be less healthy, others could be beneficial—especially for older adults with reduced appetites, individuals on restricted diets, or those seeking convenient nutrition.
The overarching notion that all UPFs are detrimental oversimplifies the issue. People’s eating habits extend beyond food labels; they are based on taste, emotional satisfaction, and alignment with health, sociocultural, or emotional objectives.
Using UPF labels to guide policy could backfire, possibly deterring people from foods that are indeed beneficial, such as wholegrain cereals, or causing confusion about what is genuinely unhealthy.
We propose a more informed, tailored approach:
- Enhance food literacy: Educate people on what makes food satisfying, what drives cravings, and how to recognize personal cues for overeating.
- Reformulate with intent: Create food products that are enjoyable and filling, beyond just offering bland "diet" options or highly palatable snacks.
- Address eating motivations: Recognize that people eat for various reasons beyond hunger—comfort, connection, and pleasure. Supporting alternative habits while maximizing enjoyment could reduce reliance on low-quality foods.
It’s Not Just About Processing – While some UPFs warrant concern due to their calorie density, aggressive marketing, and often oversized portions, they are not the sole culprits. Labeling entire food categories as bad solely based on processing does not capture the complexity of eating behavior. Our understanding of what drives us to eat and overeat is intricate but still comprehensible.
We now possess the data and models to deconstruct these motivations and aid individuals in developing healthier, more satisfying dietary habits.
Ultimately, the sensory and nutritional attributes of food, alongside our perceptions, are more critical than why a food came from a package. If we aim to foster better eating habits, it’s time to cease demonizing food groups and concentrate on the psychology behind our choices. (The Conversation) GRS GRS
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