Ultraprocessed foods have become a dominant part of diets worldwide, from sugary cereals and packaged snacks to ready-to-eat meals and soft drinks. Their prevalence raises a critical question: why do so many people find these foods so hard to resist, despite growing awareness of their health risks? Understanding the psychological and neurological drivers behind cravings for ultraprocessed foods is essential for addressing rising rates of obesity, diabetes, and other diet-related conditions.
The appeal of ultraprocessed foods goes beyond simple taste preference. Research indicates that these products are engineered to hit what scientists call the “bliss point” — a precise combination of sugar, fat, and salt that maximizes pleasure and can trigger addictive-like eating behaviors. This formulation bypasses natural satiety signals, making it easier to overconsume. Ultraprocessed foods now account for more than half of total caloric intake in countries like the United States and the United Kingdom, according to recent dietary surveys.
Ashley Gearhardt, an associate professor of psychology at the University of Michigan, has been at the forefront of studying how ultraprocessed foods may activate reward pathways in the brain similar to those involved in substance dependence. Her work, conducted through the Food and Addiction Science and Treatment (FAST) Lab, uses tools like the Yale Food Addiction Scale to assess whether certain foods can elicit addictive responses. In a 2021 study published in Addiction, Gearhardt and colleagues found that ultraprocessed foods high in refined carbohydrates and added fats were most strongly associated with addictive-like eating behaviors.
“These foods are designed to be incredibly rewarding,” Gearhardt explained in a 2023 interview with Michigan Public Radio. “They deliver a rapid hit of calories and flavor that our brains are wired to seek, but they lack the fiber, protein, and water content that help regulate intake in whole foods.” This mismatch, she argues, can lead to cycles of craving and overconsumption, particularly in environments where ultraprocessed options are readily available and heavily marketed.
The global shift toward ultraprocessed diets has been documented by the Food and Agriculture Organization of the United Nations (FAO), which reported in 2023 that ultraprocessed food sales grew by nearly 8% annually between 2010 and 2020, with the fastest growth occurring in low- and middle-income countries. This trend coincides with rising rates of overweight and obesity, which the World Health Organization estimates now affect over 2.5 billion adults worldwide.
Neuroimaging studies provide further insight into why these foods are so compelling. Research using functional magnetic resonance imaging (fMRI) has shown that consuming ultraprocessed foods can activate brain regions associated with reward and motivation, including the nucleus accumbens and prefrontal cortex — areas also implicated in drug addiction. A 2020 study in Nature Communications found that individuals who reported stronger cravings for ultraprocessed snacks exhibited greater neural reactivity to food cues, suggesting a heightened sensitivity to their rewarding properties.
However, experts caution against equating food cravings with clinical addiction. While some individuals may exhibit addictive-like patterns around certain ultraprocessed foods, the scientific consensus, as outlined in a 2022 review in Nutrition Reviews, is that food does not meet all the criteria for a substance use disorder as defined by diagnostic manuals like the DSM-5. Instead, the term “addictive-like eating” is used to describe behaviors such as loss of control, continued use despite negative consequences, and strong cravings — patterns that can still significantly impact health and well-being.
The role of food marketing cannot be overlooked. Ultraprocessed foods are frequently promoted through targeted advertising, especially to children and adolescents. A 2023 report by the World Cancer Research Fund International found that children are exposed to an average of four food advertisements per day on television alone, with the majority promoting products high in sugar, fat, or salt. Digital marketing further amplifies this reach, using influencers and interactive content to build brand loyalty from a young age.
Public health responses are beginning to address these challenges. Countries like Chile, Israel, and Mexico have implemented front-of-package warning labels on products high in critical nutrients, including many ultraprocessed items. Early evaluations suggest these policies can influence purchasing behavior; a 2022 study in PLOS Medicine found that Chile’s labeling law led to a 24% decline in purchases of high-sugar beverages within 18 months of implementation.
In the European Union, discussions are ongoing about expanding nutrient profiling models to restrict marketing of unhealthy foods to children. The European Commission’s Farm to Fork Strategy, launched in 2020, includes goals to reduce the prevalence of diet-related diseases by improving food environments, though specific regulatory measures remain under negotiation.
For individuals seeking to reduce their intake of ultraprocessed foods, experts recommend focusing on whole or minimally processed alternatives — such as fruits, vegetables, legumes, whole grains, and lean proteins — while reading ingredient lists carefully. Products with long lists of unfamiliar additives, especially those containing high-fructose corn syrup, hydrogenated oils, or artificial flavors, are typically ultraprocessed. Preparing meals at home using basic ingredients remains one of the most effective ways to regain control over dietary quality.
As research continues to unfold, the conversation around ultraprocessed foods is shifting from personal responsibility to systemic influences. Gearhardt emphasizes that understanding the biological pull of these foods should not lead to blame, but to better-designed policies and environments that support healthier choices. “We necessitate to stop framing this as a willpower issue,” she said in a 2024 seminar at the University of Michigan. “The real question is how we create a food system where the healthy choice is also the easy choice.”
The next major update on this topic is expected from the U.S. Dietary Guidelines Advisory Committee, which is scheduled to release its scientific report in mid-2025. This report will inform the updated Dietary Guidelines for Americans and may include new recommendations regarding ultraprocessed food consumption based on the latest evidence.
We invite our readers to share their experiences and perspectives on ultraprocessed foods in the comments below. How have these foods shaped your eating habits? What strategies have you found helpful in managing cravings? Your insights help foster a deeper understanding of this complex issue.