Beyond ‘Ultra-Processed‘: New Research Reveals What Truly Drives Overeating

London, united Kingdom – October 8, 2025 – The ongoing debate surrounding ultra-processed foods (UPFs) and their impact on public health has taken a new turn. A comprehensive study involving over 3,000 adults is challenging the notion that simply avoiding these factory-made products is the key to curbing overeating and improving dietary habits. the research suggests a far more nuanced relationship between food, perception, and consumption.

The Shifting Focus From Food Labels To Food Feelings

For years, concerns have been growing regarding the link between UPFs – encompassing items like packaged snacks, sugary drinks, and ready meals – and a range of health issues, from obesity and potential links to dementia to what some researchers term “food addiction”. Policymakers have explored interventions,including labeling requirements,marketing restrictions,and even outright bans near schools. However, this new study prompts a critical question: is the urgency justified by solid evidence?

Researchers embarked on a quest to understand the core drivers of food preferences and overeating. They differentiated between simply enjoying a food and engaging in hedonic overeating – consuming food for pleasure beyond the point of hunger. While liking a food is primarily about taste, hedonic overeating centers on the psychological satisfaction derived from continued consumption. Chocolate and biscuits consistently topped both lists, while nutritious foods like porridge rarely triggered the same compulsive behavior.

How The Study Was Conducted

The investigation comprised three large-scale online studies, with participants evaluating images of over 400 common food items – jacket potatoes, apples, noodles, and custard creams, among others – based on their appeal and potential to induce overeating. These evaluations were then correlated with three key factors: nutritional composition (fat, sugar, fiber, and energy density), classification as ultra-processed according to the Nova system, and subjective perceptions of the food – sweetness, fattiness, level of processing, and perceived healthiness.

Perception Matters More Than Processing

Initial findings confirmed expectations: frequently eaten foods were generally more liked, and calorie-dense options were more prone to overconsumption. However, the most significant revelation revolved around the power of perception. A food’s perceived attributes – whether it was seen as sweet, fatty, or heavily processed – wielded considerable influence on the likelihood of overeating, irrespective of its actual nutritional content. Conversely,foods perceived as bitter or high in fiber demonstrated the opposite effect.

Remarkably, the study indicated that combining nutrient data with beliefs and sensory perceptions could predict up to 78% of the variation in people’s propensity to overeat. this highlights that how we think about food is as critical as what’s actually in it.

A closer Look At Ultra-Processing

Despite intense scrutiny, the Nova classification of “ultra-processed” contributed vrey little to the predictive models employed in the study. After accounting for nutrient content and individual perceptions, the Nova classification accounted for less than 2% of variations in liking and only 4% in overeating.

This finding doesn’t suggest that all UPFs are harmless. Many are indeed calorie-dense, low in essential nutrients, and easily overconsumed. Though, the “UPF” label is frequently enough a broad brush, grouping diverse foods like sugary sodas with fortified cereals and protein bars alongside vegan meat substitutes. Some of these may be less healthy, while others can serve a valuable purpose, particularly for older adults with limited appetites or individuals following restricted diets.

Did You Know? Your brain’s reward system is significantly impacted by the perceived pleasure of food, sometimes overriding signals of fullness.

A New Approach To Healthy Eating

Relying solely on UPF labels to guide policy could inadvertently discourage consumption of genuinely beneficial foods, like whole-grain cereals, or create confusion about truly unhealthy options. The researchers advocate for a more informed and personalized approach, focusing on:

• Boosting Food Literacy: Equip individuals with a deeper understanding of what makes food satisfying, what triggers cravings, and how to recognise their personal cues for overeating.
• Intentional Food Reformulation: Design food products that are both enjoyable and promote fullness, moving away from bland “diet” options and overwhelmingly palatable snacks.
• Addressing Underlying Motivations: Recognize that people eat for reasons beyond physical hunger – for comfort, social connection, and emotional satisfaction – and support option habits while maximizing enjoyment.

Pro Tip: Practice mindful eating – pay attention to your body’s hunger and fullness cues, and savor each bite.

The study emphasizes that the nutritional and sensory properties of food,coupled with individual perceptions,hold more sway than whether it originates from a package or not. A shift in focus is needed – away from demonizing entire food categories and towards understanding the psychology behind dietary choices.

Ultimately, fostering healthier eating habits requires a deeper understanding of the complex interplay between food, perception, and individual needs. It’s time to move beyond simplistic categorizations and embrace a more nuanced, personalized approach to nutrition.

What role do you think food marketing plays in shaping our perceptions of food? And how can we empower individuals to make more informed and healthier choices?