A new study by researchers at Teagasc Ashtown has uncovered an intriguing link between our eating habits and the way we experience food
The research, led by Stergios Melios and Emily Crofton, with colleague Declan Bolton, explored how people with different eating habits react to cooked ham and its alternatives.
What the study did:
120 Irish consumers participated in a tasting session with three types of cooked ham:
- Conventional cooked ham (with nitrites)
- Nitrite-free cooked ham
- Meatless cooked ham alternative
Consumers rated how much they liked the products, their perception of their sensory characteristics, the emotions they evoked, and how likely they were to buy them. They also completed a short questionnaire on how often they eat some ‘healthy’ and some ‘unhealthy’ foods.
Who enjoyed ham the most?
The study revealed three consumer groups:
- Healthier eaters (HEH) – ate more fruit, vegetables and fish
- Unhealthier eaters (UEH) – ate more fast food, sugary beverages, full fat savoury snacks and desserts, and margarine or butter
- Mixed eaters (MEH) – somewhere in between
Surprisingly, people with unhealthier eating habits not only reported greater positive emotions (like satisfaction and enthusiasm) while eating ham but also gave significantly higher overall liking and purchase scores. This pattern was not influenced by the type of cooked ham or by information regarding the risks or benefits associated with the different products. Meanwhile, consumers with healthier eating habits reported fewer positive emotions and lower liking and purchase intent.
Why this matters?
Food is not just about taste; it is an emotional experience. This research shows that the emotional connection to food can differ depending on our habits. For those with less healthy diets, savoury, indulgent foods may feel more rewarding, potentially reinforcing their eating patterns.
The bigger picture:
Understanding the link between emotions, liking and eating habits can help in:
- Informing public health strategies for promoting healthier and more sustainable diets
- Designing healthier and more sustainable food products that still appeal to consumers emotionally
- Supporting food companies in developing products that satisfy consumers without encouraging overconsumption
As Mr. Melios explains: “Our findings highlight that emotions play a key role in food choice and eating habits. If we want to encourage healthier eating, we need to consider not just nutrition, but also the overall experience people seek from food.”
This research was funded by the Department of Agriculture, Food and the Marine as part of the No-2-Nitrates project.
Article prepared by Dr. Rose Edwin in collaboration with Stergios Melios (No‑2‑Nitrates project) and approved for publication by Dr. Emily Crofton. The graphic in the above was generated with the assistance of AI.