A new University of Leeds study challenges the belief that ultra-processed foods are the main cause of overeating, finding that our perception of food as sweet or fatty is a more significant trigger.
October 5, 2025
Source:
ScienceDaily
Perception Outweighs Processing in Overeating
A landmark study from the University of Leeds has challenged the prevailing narrative that ultra-processed foods (UPFs) are the primary driver of overeating. Researchers found that an individual's perception of a food is a more powerful predictor of consumption than its actual level of processing.
The study suggests that when people believe a food is sweet, fatty, or highly processed, they are more likely to overeat it. This holds true regardless of the food's specific ingredients or nutritional breakdown. This psychological factor appears to override the physical characteristics of the food itself.
Challenging Conventional Wisdom
For years, public health advice has increasingly focused on the risks of UPFs, a category that includes many ready-meals, snacks, and sugary drinks. While organizations like the World Health Organization emphasize balanced diets, this new research shifts the focus towards the consumer's mindset.
"The study's findings indicate a need for a more nuanced approach," a summary of the research noted. The results suggest that targeting food perception could be as important as targeting food formulation.
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Source:
Asianet Newsable
Key Findings from the UK Study
The comprehensive study involved over 3,000 UK adults who rated more than 400 different everyday foods. The research team analyzed these ratings against the foods' nutritional content and their classification under the NOVA system, which grades foods by their degree of processing.
Perception vs. Reality
Strongest Predictor: How foods were perceived (e.g., sweet, fatty, healthy) was the most significant factor linked to overeating.
Nutritional Content: While high-fat and high-carbohydrate foods were rated as more enjoyable, this was secondary to perception.
UPF Classification: The label of "ultra-processed" explained only a "negligible portion" of overeating behavior, a surprising outcome for the research team.
Methodology at a Glance
Participants were shown a wide range of items, from apples and jacket potatoes to custard creams and cottage pie. They were asked to rate how much they liked each food and how likely they were to overeat it. By comparing this subjective data with objective measures, researchers isolated perception as the key variable.
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Source:
Asianet Newsable
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