When you're reaching for comfort food, a plate of oily chips will always have more allure than a salad.
Yet, in a world where fatty foods are perceived to provide more flavour and sublime satisfaction than their low-fat alternatives, an optimistic study has found that the brain may be less inclined to love fat than we thought.
As part of a joint study with food company Unilever, researchers at The University of Nottingham investigated how fat content levels triggered changes in brain activity.
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Their results found that fat in food can reduce activity in several areas of the brain that are responsible for processing taste, aroma and reward, which is good news for a world facing an obesity pandemic.
Using MRI scans, researchers noted that the more ‘fatty’ a sample of fruit became, the less activity was recorded in areas responsible for the perception of flavour, such as the somatosensory cortices and the anterior, mid & posterior insula.
Do You Understand Your Food Cravings?
Decode Your Food Cravings
The Psychology Behind Your Food Cravings (01 of07)
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With top tips from Doreen Virtue, author of Constant Cravings. (credit:Alamy)
Chocolate (02 of07)
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What is it about chocolate that makes it so irresistible?"Chocolate is associated with undiluted pleasure and reward, so if you've been working too hard or suffering in any way, it's a way to emotionally self-medicate. This is especially true for those who are experiencing relationship disappointments, as chocolate sooths those desires to be loved and accepted. "Chocolate contains mood- and energy-altering feel-good chemicals, such as PEA, which is the same chemical that your brain secretes when you're newly in romantic love. This drug is very similar to the controlled substance, Ecstacy, which turns mortal enemies into friends. So chocolate is truly a "love drug." "It also contains almost a perfect balance of your range of taste buds, and the fat in it gives a satisfying full feeling. Additionally, chocolate boosts energy in caffeine-like ways, which is one reason why pre-menstrual women crave it. Any kind of nut (including chocolate) is in the "xanthine" family, which also triggers the pleasure center in our brain." How can we satisfy these cravings using healthy alternatives?"You can get the pleasure-center rush by inhaling the fragrance of nuts, including fresh coffee. Eating raw almonds can also yield some of the textures, fats, and minerals that lead to chocolate cravings. Mostly though, chocolate cravings can be lessened by taking steps to feel loved and emotionally fulfilled. "For instance, spend time with good friends; take good care of your relationships; indulge yourself with gifts, pedicures, relaxation time, and positive self-talk; and create gentle and positive work and home environments." (credit:Getty Images)
Salty Snacks(03 of07)
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What makes us want to eat salty snacks and foods - and why? "Our bodies seek a homeostasis of the blood-to-salt ratios in our bodies. If we stop eating salt, our bodies react by expelling water so we can maintain those same ratios. "This mechanism is deadly accurate - if we completely eliminated sodium from our diets, eventually we would die of dehydration.We need salt for survival. "Most salty and savoury foods are crunchy, which is a texture we crave when we're stressed, angry, or anxious. This innate animal-like desire to chew must be satisfied, which is one reason why people don't stay on liquid diets for very long." How can we satisfy these cravings using healthy alternatives? "Avoid salt-free diets so that your body doesn't need to crave it. And the best way to avoid crunchy junk food cravings is through reducing or managing the stress in your life. For example, daily cardiovascular exercise such as fast walking or jogging can increase your tolerance of a stressful job. "Or learning to say "No" to unreasonable demands upon your time can give you more time to relax and enjoy your life. If you still feel the need to crunch, choose healthful alternatives like celery or carrots with low-fat salad dressing or a handful of raw organic almonds." (credit:Getty Images)
Dairy Foods(04 of07)
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What does it mean if we crave dairy foods, such as cheese and ice cream?"When you're depressed, you're likely to crave a dairy product such as cheese or ice cream. Dairy foods contain natural anti-depressants and soothing agents such as choline and tryptophan. They're also high-fat, so they give a satisfying full feeling. "Additionally, dairy products are usually flavored with lots of salt or sugar, which helps to calm frayed nerves. The creamy texture of dairy products makes it a natural comfort food." What things can we do which will help curb these cravings? "Directly face the cause of depression and discontent by keeping a journal or talking to a trusted friend, counselor, or life coach. Instead of covering over these feelings, treat them as valuable guides who will propel you to make healthful life changes. It's all about empowering yourself to know that you deserve a better life, and that you are capable of making this happen." (credit:Getty Images)
Sugar(05 of07)
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Why do we crave sugar and what makes it so irresistible to resist? "Preferences for sweets are often learned, because we were often rewarded for good behavior in childhood with a candy treat. If you experience overwhelming cravings for cookies, cakes, or pie, you may want to think back to childhood experiences where you may have been rewarded with these foods. "This is not an attempt to blame the adults in your life. Instead, it's a means of trying to understand your cravings in order to reduce or eliminate them." How can we tackle these sugary cravings with a healthier alternative? "Reward yourself with nonfood treats. Since some of our sugar cravings stem from the childhood message that "sweets equal rewards."We all need pats on the back and kudos for hard work. "But instead of stopping at the cookie shop for your reward, why not instead treat yourself to a new book, an item of clothing, scented soap, theatre tickets or a piece of jewellery? They are less fattening and infinitely more satisfying than a cookie!" (credit:Getty Images)
Greasy Junk Food(06 of07)
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Why do we crave fatty, grease-filled food? "Most crunchy junk foods are fried, and the fat fills up the stomach and leaves a satisfied feeling for hours after the food is ingested. I find that people who crave high-fat foods are dissatisfied with their lives and aren't ready to face making changes. So they "numb themselves" with high-fat foods which comfort and soothe them, essentially making them oblivious to discontent. "One reason why people have difficulty going on diets is because fat keeps the stomach full and satisfied. When you switch to low-fat foods, you feel hungry. You also feel all of the emotions that the high-fat food smothered over. "Fat cravings appear to be one of our innate drives. Experiments with rats, as well as with children and adult humans, show how nature has equipped us with a preference for high-fat foods." Are there ways we can fight these cravings? "Exercise! Studies show that exercise reduces the appetite for dietary fat significantly. This is especially true for yo-yo dieters, whose weight has gone up and down. People in this category have the strongest fat cravings of virtually any group. Yo-Yo Syndrome sufferers also display the most dramatic decreases in fat cravings in response to exercise." (credit:Getty Images)
Spicy Food(07 of07)
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Why do we crave spicy foods like curry and chillies? "Food probably isn't the only area of your life that you prefer spicy. You may also crave excitement and high intensity in your work,love, and play life as well. If you aren't getting enough thrills, you may convert that frustration into intense cravings for spicy foods. "Several researchers have correlated "sensation seeking" with cravings for spicy, crunchy, or sour foods; gourmet foods, and unusual, exotic foods. Another study concluded that overweight women were particularly prone to cravings for intensely flavoured foods. "Spicy food cravers have strong desires for novelty and change--kind of like "pushing the envelope" via exotic eating experiences." How can we satisfy these spicy cravings without opting for calorific options? "Seek non-caloric forms of excitement such as training for a marathon, learning to sail or rock climb, or giving a public speech. "Really hot spices encourage the brain to release pain-relieving chemicals that bathe and numb the entire body. It's a natural way to seek emotional anesthesia, but it's still a temporary measure. "Ask yourself, 'What's really bothering me?' and 'What do I really want and need?'" (credit:Getty Images)
In a statement, academics suggest the research, available in the Springer journal Chemosensory Perception, could provide the food industry with better understanding of how it might be able to make healthier, less fatty food products without negatively affecting their overall taste and enjoyment.
Dr Joanne Hort, Associate Professor in Sensory Science at The University of Nottingham said: "This is the first brain study to assess the effect of fat on the processing of flavour perception and it raises questions as to why fat emulsions suppress the cortical response in brain areas linked to the processing of flavour and reward.
"It remains to be determined what the implications of this suppressive effect are on feelings of hunger, satiety and reward."
During the study, volunteers were given four different fruit emulsions, which they tasted while under an MRI scanner.
All four samples were of the same thickness and sweetness, but one contained flavour with no fat, while the other three contained fat with different flavour release properties.
The researchers measured how the participants' brains responded to changes in the fat content of each portion of food.
Want to lose weight? Here are some simple ways to curb those junk food cravings
How To Curb Your Junk Food Cravings
How To Beat Your Inner Glutton(01 of07)
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Doreen Virtue, author of Constant Craving offers her advice on how to resist your salt, sugar and fat cravings and stay on the right track with your diet. (credit:Alamy)
Stave Off Chocolate Pangs With...(02 of07)
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"Ginger ale and soy milk are high in tyramine, which can help relieve chocolate cravings. Pekoe tea is high in chocolate's other stimulating ingredient. theobromine." (credit:Getty Images)
Eat A Satifying Sugar-Alternative(03 of07)
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"One reason we shun fruit during our sweet cravings is that fruit seems like a deprivation alternative. We've got to dress fruit up! Put a little flavoured, fat-free yoghurt on top. Puree the fruit with an ice cube and some ginger ale. Microwave sliced apple for two minutes at high temperature with a little bit of cinnamon and you've got a quick, low calorie apple-pie type treat." (credit:Getty Images)
Understand The Reasons Behind Your Cravings(04 of07)
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"If, after analysing your cravings, you discover any anger, frustration or stress, ask yourself how you might take even one step toward alleviating the source of these emotions. Is there someone you can talk to, or some changes that you can make in your life? If you reduce the source of your uncomfortable emotions, you won't need to crave sweet things anymore." (credit:Getty Images)
Beware Of 'All Or Nothing' Thinking(05 of07)
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If we tell our bodies that this chocolate bar or hamburger will be our last treat ever, we're more likely to binge."It's like we're seeing a beloved person for the last time, so of course we want to spend as much time as possible with that object of affection."The key is eat all treats in moderation and if the craving get too much, seek healthier alternatives. (credit:Getty Images)
Fight Off Salty Cravings(06 of07)
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"Crunch on crisp vegetables dipped in low calorie, fat-free salad dressing. Instead of potato chips and french fries, go for carrot and celery sticks. Broccoli and cauliflower florets are also tasty replacements. They may not seem as appealing as the fatty versions, but the crunch and flavour will soothe your craving." (credit:Getty Images)
Treat Yourself With Non-Food Rewards(07 of07)
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"Sweet treats usually equal reward. We all need pats on the back and kudos for hard work. But instead of stopping at the cookie shop or take-out, why not treat yourself to a new book, item of clothing or shoes? This will feel just as satisfying and is much healthier than a fat-laden treat." (credit:Getty Images)