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Beyond ‘Ultra-Processed’: How Our Beliefs About Food Drive What-adn How Much-We Eat
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A new study challenges the simplistic narrative around ultra-processed foods, suggesting that how we think about food is just as critically important as what’s actually in it.
The debate surrounding ultra-processed foods (UPFs) has reached a fever pitch, with these factory-made products – from crisps and ready meals to fizzy drinks and packaged snacks – increasingly blamed for a range of modern health woes, including obesity, “food addiction,” and even dementia. Policymakers are considering interventions ranging from warning labels to outright bans. But a new body of research suggests the urgency surrounding UPFs might potentially be based on an incomplete understanding of human eating behavior.
researchers at the University of [Institution Name redacted] sought to understand the core drivers of food preference and overeating, studying over 3,000 UK adults and their responses to more than 400 everyday foods.Their findings, published in Appetite on September 1, 2025, challenge the notion that UPFs are inherently problematic, offering a more nuanced outlook on the complex relationship between food, psychology, and health.
Liking vs. Hedonic Overeating: A Critical Distinction
The study highlights a crucial distinction often blurred in nutrition discussions: the difference between liking a food and hedonic overeating – consuming food for pleasure rather than hunger. “Liking is about taste,” researchers explain. “Hedonic overeating is about continuing to eat because the food feels good.” While many enjoy the taste of porridge, few find themselves compulsively bingeing on it.Chocolate, biscuits, and ice cream, though, consistently rank high on both lists.
To investigate these dynamics, researchers conducted three large online studies. Participants rated photos of unbranded food portions based on how much they liked them and how likely they were to overeat them. The foods,representing a typical UK shopping basket – from jacket potatoes and apples to noodles and custard creams – were then analyzed based on nutritional content,classification as ultra-processed using the Nova system,and perceived qualities like sweetness,fattiness,and healthfulness.
Perception Matters More Than Processing
Some findings were predictable: people tended to enjoy foods they ate frequently, and calorie-dense foods were more likely to trigger overeating. however, the study revealed that processing level was a surprisingly weak predictor of hedonic overeating. Foods perceived as highly palatable – sweet, fatty, and enjoyable – were the strongest drivers of overconsumption, nonetheless of whether they were ultra-processed or not.
“We found that the degree of processing didn’t explain much of the variation in how likely people were to overeat,” says lead researcher Dr. [Researcher Name Redacted]. “It was the sensory properties of the food – how good it tasted, how rewarding it felt – that really mattered.” This suggests that simply avoiding UPFs may not be an effective strategy for managing weight or improving dietary habits.
A New approach to Healthy Eating
The study’s findings point to the limitations of focusing solely on restricting access to or demonizing certain food groups. Instead of a blanket approach,the researchers advocate for strategies that address the underlying psychological drivers of eating behavior. This includes acknowledging that people frequently enough turn to food for reasons beyond physical hunger, and that restrictive diets can often backfire, leading to cravings and unhealthy options.
Instead, the study advocates for a more informed, personalized approach:
- Boost food literacy: Help people understand what makes food satisfying, what drives cravings, and how to recognize their personal cues for overeating.
- Reformulate with intention: Design food products that are enjoyable and filling, rather than relying on bland “diet” options or ultra-palatable snacks.
- Address eating motivations: Recognize that people eat for reasons beyond hunger – for comfort,connection,and pleasure – and support alternative habits while maximizing enjoyment to reduce dependence on low-quality foods.
Its not Just About Processing, It’s About Psychology
While some UPFs warrant concern due to their calorie density, aggressive marketing, and oversized portions, they are not the sole culprit. Labeling entire food categories as “bad” based purely on processing ignores the complexity of eating behavior. What drives us to eat and overeat is elaborate, but increasingly understood.
“Ultimately,the nutritional and sensory characteristics of food-and how we perceive them-matter more than whether something came out of a packet,” the researchers state. If the goal is to encourage healthier eating habits,it’s time to move beyond demonizing food groups and focus on the psychology behind our choices.
