Unlocking the Truth: Why Ultra-Processed Foods Might Not Be the Enemy You Expect

When it comes to food, what we think can matter just as much as what we eat. This idea challenges the simple notion that “ultra-processed” is the reason some foods are so tempting. Researchers have found that perceptions around food drive overeating more than labels do.

Ultra-processed foods (UPFs), like chips, sugary drinks, and convenience meals, are often labeled as the main villains in our diet. They’re linked to obesity, heart disease, and even issues like dementia. Critics argue that these foods are designed to be compulsively consumed, tapping into our brain’s reward systems.

Policymakers are proposing actions like warning labels and taxes on these foods. But how much of this is based on solid evidence? My team and I decided to dive deeper into why people enjoy certain foods and why they might eat beyond fullness.

In our study of over 3,000 adults in the UK, we explored two core concepts: liking and overeating. “Liking” refers to how much someone enjoys a food’s taste. In contrast, “hedonic overeating” is about eating for pleasure rather than hunger. While people may love healthy foods like porridge, they rarely overeat it. On the other hand, treats like chocolate tend to trigger both enjoyment and excess eating.

We asked participants to rate their enjoyment of over 400 common foods. We then compared these ratings to the foods’ nutritional content and how people perceived them. Did they see them as healthy or processed? We discovered that perceptions played a major role in eating habits.

Sure, calorie-dense foods led to more overeating. But people’s beliefs about what they were eating mattered too. For instance, if someone viewed a food as sweet and fatty, they were more likely to overeat it, regardless of its actual statistics. In one survey, we could explain 78% of people’s overeating based on nutrient content and perceptions.

Interestingly, the ultra-processed label didn’t contribute much to our findings. Once we accounted for taste and content, classifying food as “ultra-processed” explained only a small percentage of eating behavior. This doesn’t mean all UPFs are healthy, but the label fails to capture the nuance of how people engage with food.

It’s important to note that not all UPFs are harmful. Some can be beneficial, especially for those with special dietary needs. For example, fortified cereals can be helpful for older adults who require additional nutrients.

Relying solely on food labels can oversimplify our eating choices. In reality, we often eat based on taste, emotions, and social situations, not just nutritional information.

So, how can we encourage healthier eating habits? Here are a few strategies:

• Boost food education: Teach people what makes meals satisfying and how to recognize their own hunger signals.
• Focus on healthy options that are enjoyable: Instead of promoting bland diet foods, create meals that are both nutritious and tasty.
• Acknowledge emotional eating: Understand that many eat for comfort or social reasons. Offering delicious alternatives can help reduce reliance on unhealthy snacks.

The world of food isn’t black and white. Understanding the complexity behind eating behaviors is essential. With the right data and insights, we can help people make better choices that are aligned with their health and enjoyment.

Ultimately, it’s not just about how a food is processed. The way we perceive and enjoy food plays a major role in our eating habits. By fostering a richer understanding of these motivations, we can pave the way for healthier diets and lifestyles.

For a deeper dive into this research, refer to the study “Food-level predictors of self-reported liking and hedonic overeating” published in Appetite. You can check the study [here](https://doi.org/10.1016/j.appet.2025.108029).

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Diet,Nutrition,Obesity,Public Health,The Conversation