Do you frequently eat unhealthy snacks? Have you wondered what causes these irresistible cravings? You may attribute this foolish temptation to laziness or a lack of willpower, but there is real biology that shapes cravings for sweet, salty, and fatty foods.
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What is the psychology behind the temptation of junk food?
Clinical psychologist and life coach Dr (Miss) Sumit Grover shares the psychology behind junk food with HT Lifestyle. According to him, cravings for junk food come from ancient survival instincts as the brain naturally seeks out sugar, salt and fat for energy. But today, the food industry takes advantage of this by creating ultra-processed foods that trigger dopamine and provide instant comfort. Advertising further intensifies the urges.
If you’re worried that you don’t have enough willpower, you need to understand that biology and emotional conditioning also play an important role here. The psychologist said, “Eating unhealthy foods is not a matter of weak willpower; it is a matter of complex interactions between brain chemistry, emotional regulation, and environmental conditioning.”
“Creating also increases during times of stress, fatigue or emotional distress as the individual craves such foods for immediate relief or instant gratification,” he said, highlighting that this pattern of seeking comfort from these foods turns into a habit, where the brain begins to associate junk food with comfort.
How to change attitude towards junk food?
According to the psychologist, to change attitudes towards junk food, one must start by identifying what causes their cravings, which are mainly boredom, stress, loneliness and body image issues.
He suggested that the brain could be ‘reprogrammed’. Elaborating on this, Sumit said, “The brain can be reprogrammed by replacing unwanted foods with nutritious but satiating foods, for example, sweets with fruits or fried/baked foods with grilled/baked foods.”
There is also a need for a change in mindset. “Reframing food as fuel, not comfort, through cognitive-behavioral methods can be a lasting, balanced shift in thought process,” he said.
As mentioned earlier, emotional eating is one reason for the tendency towards junk foods, because they bring pleasure. The psychologist said depression and eating disorders are rooted in low self-esteem and a need for control. Here, control is achieved by overeating.
Sumit further explains why emotional eating ends up in a vicious cycle you can’t get out of, “Eating is used for many people as a means to relieve and regulate painful emotions like sadness, emptiness or loss. Emotional eating will provide short-term relief with the release of ‘feel-good’ chemicals like serotonin and dopamine, but the relief will be temporary. Guilt or shame usually follows soon after, and these can compound the cycle of depression. Can.” She highlighted that practices like CBT, mindfulness, journaling, or simply talking to a trusted person help regulate emotions.
But all hope is not lost. In recent years, people have become more conscious of clean, mindful eating. Although there may still be the occasional indulgence, there is a positive shift towards healthy eating. But here’s the problem: They’re also missing out on flavor. People look for foods that have the right balance between nutrition and good taste.
healthy food market trends
Dr. Yashwant Kumar, Founder and CEO of Beneficial Nutrition, shared with us that we are now entering the ‘era of healthy indulgence’.
As foodies are becoming health conscious, they are trying to strike a balance by opting for taste-first nutrition. “Taste-first nutrition is growing rapidly in India, with traditional ingredients being blended with global trends. Indians no longer see health and taste as opposites. They want laddus with protein and chips with quinoa,” said Dr Kumar.
Explaining the evolution of the taste-first nutrition trend, he said, “Since 2015, we saw protein supplements become more palatable with flavors like chocolate and vanilla. Then, startups proved that healthy snacks can also be delicious. The pandemic pushed people towards immunity-boosting but indulgent foods, and by 2023, coinciding with the International Year of Millets, mainstream brands will launch millet chocolates, Nutri bars and Paired with masala oats.”
Revealing market statistics, primarily millennials and Gen Z are the biggest drivers of this trend. Dr Kumar also highlighted the popular options currently in the market such as chocolate and vanilla flavours, jaggery-based bars, cumin protein chips, masala makhana and dark chocolate bites.
Note to readers: This article is for informational purposes only and is not a substitute for professional medical advice. Always seek the advice of your doctor with any questions you may have about a medical condition.
