A recent study conducted by the University of Bristol has found that ultra-processed foods (UPFs) are not perceived as more pleasant tasting compared to less processed foods. The findings, published in the journal Appetite, support the theory that humans have a natural preference for foods that have equal amounts of carbohydrate and fat. Carbohydrate and fat are the primary sources of calories in human diets.
The study, led by Bristol’s Nutrition and Behavior Group, aimed to examine the assumptions that food energy density, level of processing, and carbohydrate-to-fat ratio are significant factors that influence food liking and desirability. The experiment involved 224 adult volunteers who were shown images of various foods with different energy densities, levels of processing (including UPFs), and carbohydrate-to-fat ratios. The participants then rated the foods based on taste pleasantness, desire to eat, sweetness, and saltiness while imagining the taste.
The results of the study revealed that, on average, UPFs were not perceived as any more liked or desired than processed or unprocessed foods. However, foods that contained equal amounts of carbohydrate and fat were found to be more liked and desired than foods that had the same number of calories primarily from either carbohydrate or fat. This phenomenon, known as the “combo” effect, has been observed in previous research.
Additionally, the study found that foods with higher amounts of dietary fiber were less liked and desired, while foods that tasted more intense, specifically in terms of sweetness and saltiness, were more liked and desired.
Professor Peter Rogers, the lead author of the study, commented on the surprising results regarding UPFs. He stated, “Our results challenge the assumption that ultra-processed foods are ‘hyperpalatable,’ and it seems odd that this has not been directly tested before.”
While ultra-processing did not reliably predict liking in the study, the carbohydrate-to-fat ratio, dietary fiber content, and taste intensity were significant factors in determining food liking. These three characteristics accounted for more than half of the variability in liking across the tested foods.
The results regarding sweetness and saltiness align with humans’ innate preference for these flavors. The findings regarding the carbohydrate-to-fat ratio and fiber content suggest that individuals tend to prefer foods that are less filling per calorie, as they prioritize calorie intake over fullness.
The Nutrition and Behavior Group is currently conducting further studies to investigate the concept of calories versus fullness in food liking and meal preferences. These studies will explore different countries and cuisines to gain a broader understanding of the influence of cultural factors on food preferences.
In conclusion, the research suggests that ultra-processed foods are not inherently more pleasurable to taste than less processed foods. The preference for foods with equal amounts of carbohydrate and fat, along with lower levels of dietary fiber, contributes to individuals’ liking for certain types of food. These findings provide valuable insights into our natural tendencies and preferences when it comes to food choices.
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1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it
