Ultra-processed foods are not more appealing, study finds

According to a University of Bristol study, foods with less processing do not seem more appealing than those with more processing.

The study, which was published in the journal Appetite, examined how different food types tasted in order to test the theory that our level of processing and the number of calories we consume determine how much food we like and crave. The notion that highly processed foods are “hyperpalatable” was called into question by the findings. 224 adult volunteers participated in the study and were shown colour photos of 24 to 32 common foods. The foods varied in terms of calories, processing levels (including highly processed foods), and the proportion of carbohydrates to fat.

When asked to imagine tasting the foods, the volunteers were asked to rate their pleasantness to the taste, desire to eat, sweetness, and saltiness. The findings demonstrated that, generally speaking, people did not prefer or desire ultra-processed foods over processed or unprocessed foods. However, people preferred and craved foods with stronger flavours, which were primarily associated with sweetness and saltiness. The results showed a strong correlation between food sugar content and sweetness ratings, supporting the validity of the study. The rise in ultra-processed food consumption, which accounts for over half of the average diet in the US and the UK, has raised concerns.