A new report launched today by graze in partnership with TV psychologist and nutrition expert from ITV’s Lorraine, Kimberley Wilson, reveals that we’re a nation of ‘paradoxical snackers’.
The report, labelled the Psychology of Snacking, includes new research from graze that found 67 percent of the nation claim they enjoy eating unhealthy snacks more, despite only 16 percent feeling ‘happy’ after doing so.
43 percent of people said they feel ‘happy’ after eating healthy foods, where more negative feelings arose from unhealthy snacks – with 27 percent feeling guilty about eating them and 19 percent feeling regret. Women are significantly more likely to experience these feelings than men.
So why is it that we are more likely to reach for an unhealthy snack when we crave something tasty, even though it makes us feel worse after? Kimberley Wilson, psychologist and nutrition expert who regularly features on Lorraine and Channel 4 shows, has examined this with graze.
The Psychology of Snacking report looks at how our environment influences our eating habits with key factors ranging from boredom, as a means to relax and unwind, and the affordability of healthy options in supermarkets.
Kimberley Wilson comments: “The composition of certain foods can measurably affect how they make us feel. Humans have an inbuilt preference for sugar as part of our evolutionary drive to survive, and because our very hungry brains run on glucose. For this reason sugar, especially in combination with fat, is linked to hedonic hunger, the drive to eat for the sake of pleasure rather than the need to take on nutrients.”
“On top of the innate pleasure for certain foods and flavours, we learn how to feel about food from the people and food culture that surrounds us. When desirable foods are couched in moral language (‘bad’, ‘forbidden’ ‘guilty pleasure’) as they so often are, we may begin to inappropriately use these labels on ourselves.”
When graze asked the nation for their favourite snacks, chocolate and crisps come out on top.
- Chocolate (65 percent)
- Crisps (60 percent)
- Biscuits (55 percent)
- Fresh fruit (53 percent)
- Yoghurt (39 percent)
Wilson continues: “We don’t encounter food in a completely neutral environment. Indeed, there is no such thing. The food environment – which encompasses everything from the foods in your cupboards to TV advertising and electronic billboards at bus stops (and much more) – shapes our food choices. And while that typically takes the form of less healthy options, we have good evidence that when other, healthier options are available, prominent and easy to access, we go for those.”
“We should be able to do it all: to eat delicious, satisfying foods that also provide our brains and bodies with essential nutrition that we can feel good about. The challenge is overcoming much of the social conditioning from a lifetime of food marketing that says that delicious = indulgent (usually meaning high in salt, fat and sugar). But what if fresh could mean bright, fresh flavours? Or if our sweet ‘pick me up’ comes with extra fibre without compromising taste? The more opportunity people have to choose delicious and nutritious foods the easier it will be to make healthier snack choices.”
Wilson’s top tips to find the healthiest and tastiest snacks include:
- Step outside your snack comfort zone: Don’t shy away from snacks just because they have ingredients you’re unfamiliar with or think you won’t enjoy. Embrace the adventure of trying new flavours – your new favourite snack could be a bite away!
- Snack smarter, not harder: Ditching entire food groups is rarely sustainable to living a healthy lifestyle. Why not try to satisfy your cravings the clever way? Opt for delicious lower-sugar treats that come with the added goodness of fibre or fruit
- Shop smart, not hungry: Avoid doing your weekly shop while you’re hungry; it can lead to impulsive choices and snacks you might normally avoid.
- Snack like a pro: Mapping out your meals at the beginning of the day helps you to avoid sugar-loaded quick fixes and keeps your energy steady all day.
- Listen to your body’s signals: Pay attention to how your body feels after eating. If you’re energised, happy and ready to take on the day, you’re fueling your body right. Once you discover healthy snacks that make you feel good, you won’t miss the overly sugary and processed ones.
Eleanor McClelland, Head of Food at graze, comments: “We are strong believers that healthy eating shouldn’t mean compromising on taste, and we’ve dedicated years of innovation to finding the perfect balance with our Crunch and Oat Boost range, creating products that people genuinely enjoy and that are healthy. In today’s world of social media, there’s an overwhelming amount of information about food, which can make healthy choices feel confusing. We’ve launched this report as part of our own responsibility to understand the social and psychological reasons behind snacking so we can better understand the choices that we make.”
The full report is available to read here.
