The afternoon snack. The late-night craving. For many, resisting certain foods feels less like a matter of willpower and more like battling an internal force. New research suggests there’s a reason for that: ultraprocessed foods are engineered to be addictive, employing tactics remarkably similar to those once used to sell tobacco products. This isn’t simply about poor nutritional choices, but about products deliberately designed to override our natural satiety signals and keep us coming back for more.
A study published in The Milbank Quarterly, and conducted by researchers at the University of Michigan, Harvard University, and Duke University, draws a striking parallel between the strategies used to promote habitual consumption of cigarettes and those used to market ultraprocessed foods. These foods – including packaged snacks, sugary drinks, ready-to-eat meals, and many fast-food items – aren’t accidental indulgences, researchers argue, but the result of deliberate industrial engineering.
The Science of “Hyperpalatability” and Reward
The core of the issue lies in what researchers call “hyperpalatability.” Ultraprocessed foods are often formulated with precise combinations of sugar, fat, and salt, creating a sensory experience that powerfully activates reward centers in the brain. This activation, according to the study, mimics the neurological effects of addictive substances. The Milbank Quarterly article details how both tobacco and ultraprocessed foods are designed to amplify reward, encourage habitual use, and shape public perception to protect profits.
“It may not be by accident that certain snacks feel impossible to position down,” says Ashley Gearhardt, University of Michigan professor of clinical psychology and the study’s first author, as reported by the University of Michigan. “It’s about understanding how products are engineered—and who benefits when ‘just one more bite’ turns into a habit.”
From Tobacco Regulation to Food Policy
The researchers point to a historical precedent: the regulation of the tobacco industry. For decades, tobacco companies downplayed the addictive nature of cigarettes and shifted blame onto individual smokers. Eventually, however, public health efforts moved beyond individual responsibility and focused on holding companies accountable for manipulating product design and marketing practices. The study suggests a similar shift is needed in food policy.
For years, public health messaging has largely focused on personal responsibility – encouraging individuals to make “better choices” and exercise more self-control. While these messages aren’t inherently flawed, the researchers argue they fail to address the systemic factors that contribute to overconsumption of ultraprocessed foods. These factors include the affordability, accessibility, and aggressive marketing of these products, particularly to young adults.
The current food environment, saturated with cheap, highly palatable, and readily available options, presents a unique challenge. A 2022 report highlighted that Americans consume a significant amount of ultraprocessed foods, raising concerns about their impact on public health. The researchers emphasize that this isn’t simply a matter of willpower, but a systemic issue requiring a broader response.
The Impact on Young Adults
The study specifically highlights the vulnerability of young adults, a generation that has grown up surrounded by these engineered foods. Drive-thru convenience, 24/7 delivery apps, and brightly packaged snacks have grow ubiquitous, normalizing a constant stream of hyperpalatable options. This constant exposure can make moderation exceptionally difficult, and can shape lifelong eating habits.
Gearhardt clarifies that the comparison isn’t to equate eating with smoking. Rather, it’s to recognize that certain foods are designed in ways that exploit our brain’s reward system, making it harder to resist overconsumption. This reframing, the researchers believe, is crucial for fostering a more nuanced understanding of the challenges individuals face when trying to maintain a healthy diet.
Looking Ahead: Shifting the Focus to Accountability
The researchers hope their findings will spark a broader conversation about the role of food policy in protecting public health. They advocate for a shift in focus from individual blame to systemic accountability, examining the factors that shape the food environment and the incentives that drive the production and marketing of ultraprocessed foods. This could involve measures such as stricter regulations on food marketing, taxes on sugary drinks, and subsidies for healthier food options.
The conversation about health, they argue, needs to move beyond individual choices and address the engineered nature of many of the foods we consume. If certain products are designed to be hard to resist, the responsibility for addressing the resulting health consequences extends beyond the consumer.
The next step for researchers will be to further investigate the specific mechanisms by which ultraprocessed foods affect the brain and behavior, and to evaluate the effectiveness of different policy interventions aimed at reducing their consumption. The findings from this research will be critical in informing future public health strategies and promoting a more sustainable and equitable food system.
What are your thoughts on the addictive qualities of ultraprocessed foods? Share your experiences and perspectives in the comments below.
