A quote from the E-Book produced by QEP marketing clinic :- "This E book is not a Diet Book ! Rather it is an analysis of why and how obesity occurs from an emotional and sensory taste perspective and how it drives consumer preference for short term gain for potential long term pain . In addition, the book suggests how the food industry could help develop healthier food and beverages which appeal to consumer preference The Information in this book is derived from qualitative research over the last 30 years conducted by QEP marketing clinic using our proprietary methodology and systems . These insights are drawn from over 7000 groups , each run on average for 2 hours in duration , amongst a total of well over 35,000 research respondents covering more than 5,000 different food and beverage existing brands, products or new product development concepts . This experience has provided a wealth of practical insight and knowledge into understanding the emotions behind taste and delivering consumer preference from that understanding "

1. A Publication of QEP Marketing Clinic
Obesity
The Food Industry and
Consumer Preference

2. Table of Contents
About&this&Book&–&the&Company&and&the&Author&
Chapter&1&–&The&problem&of&Obesity&
Chapter&2&–&Fat&–&Salt&–&Sugar&–&The&Villains&
Chapter&3&–&The&Food&Industry&–&The&Elephant&&&the&
Rollercoaster&
Chapter&4&–&Consumer&Learnt&Behavior&of&Obesity&
Chapter&5&–&EmoJons&and&Taste&–&The&Real&Cause&of&
Obesity&
Chapter&6&–&How&OvereaJng&AddicJon&Occurs&
Chapter&7&–&Changing&Consumer&Taste&Preference&–&A&
PotenJal&SoluJon&
Conclusion&

3. About This Book
This&book&is&not&a&diet&book&&
Rather&it&is&an&analysis&of&why&and&how&obesity&occurs&from&an&emoJonal&and&
sensory&taste&perspecJve&and&how&this&drives&consumer&preference&for&short&
term&gain&for&potenJal&long&term&pain&
&In&addiJon,&the&book&suggests&how&the&Food&industry&could&develop&healthier&
food&and&beverages&which&appeal&to&consumer&preference&
The&informaJon&in&this&book&is&derived&from&qualitaJve&research&over&the&last&
30&years&conducted&by&QEP&MarkeJng&Clinic&using&our&proprietary&methodology&
and&systems.&
These&insights&are&drawn&from&over&7,000&groups,&each&run&on&average&for&two&
hours&in&duraJon,&amongst&a&total&of&well&over&35,000&research&respondents&
covering&more&than&5,000&different&food&and&beverage&exisJng&brands,&products&
or&new&product&development&concepts.&
This&experience&has&provided&a&wealth&of&pracJcal&insight&and&knowledge&into&
understanding&the&emoJons&behind&taste&and&delivering&consumer&preference&
from&that&understanding.&

4. About QEP
Marketing Clinic
Based&in&the&US&and&UK&we&are&a&food&and&drink&market&research&company&that&
helps&large&global&brand&owners&to&gain&compeJJve&advantage&by&understanding&
why&and&how&consumers&make&their&taste&choices&through&emoJonal&
preference.&
Our&company&has&over&30&years’&experience&researching&over&7,000&food&and&drink&
products,&helping&to&gain&consumer&preference&for&companies&globally&such&as&
Kra[,&CocaCola,&Kellogg’s,&PepsiCo,&Mars&and&Diageo&amongst&others.&
By&using&proprietary&qualitaJve&and&tools&and&methodology,&including&our&recently&
introduced&global&Mobile&and&Web&based&market&research&tools&we&understand&
the&posiJve&and&negaJve&emoJons&in&a&product’s&taste&and&texture&to&deliver&
compeJJve&advantage&in&exisJng&and&new&brands.&
For&more&informaJon&visit&
www.qepmarkeJngclinic.com&
We&also&publish&a&regular&blog&on&Consumer&Preference&of&EmoJon&and&Sensory&
Taste&h_p://blog.qepmarkeJngclinic.com/blog&&
QEP&MarkeJng&Clinic&is&the&branded&trademark&of&QEP&Research&Inc&and&QEP&
Research&Ltd.&

5. The Author
About&the&Author:&&Derek&Roberts&
Derek&started&his&long&and&acJve&
career&in&FMCG&markeJng&as&a&
graduate&trainee&with&Cadbury&
Schweppes.&A[er&a&number&of&
promoJons&he&progressed&to&
an&internaJonal&markeJng&role&
in&Smith&Kline&Beecham&(the&
precursor&to&GSK).&
He&then&became&NPD&Director&
for&Bass&brewers,&the&UK’s&
largest&brewer.&&
In&this&la_er&role&he&became&personally&aware&of&QEP&
MarkeJng&Clinic&and&recognized&and&acJvely&used&its&
unique&methodology&on&several&projects&with&success&as&a&
client.&
He&subsequently&joined&the&company&in&2001&and&now&runs&the&
internaJonal&arm&of&the&company&including&the&Mobile&and&Web&
service,&based&out&of&Chicago&and&London&

6. CHAPTER ONE
The Problem

7. The Problem
World Statistics
According&to&the&WHO,&worldwide&obesity&has&doubled&since&
&1980&&www.who.int/en/&
In&2008&more&than&1.4&billion&adults,&20&and&over,&were&overweight,&of&
these&500&million&were&obese&
.&&
More&than&10&%&of&the&world’s&populaJon&was&obese&
Overweight&and&obesity&are&the&fi[h&leading&risk&for&global&
&deaths.&&
At&least&2.8&million&adults&die&each&year&as&a&result&of&being&
&overweight&or&obese.&
&In&addiJon,&44%&of&the&diabetes&burden,23%&of&the&coronary&heart&
disease&burden&and&between&7%&and&41%&of&certain&cancer&burdens&are&
a_ributable&to&overweight&and&obesity&according&to&WHO&studies&
This&problem&is&increasing&in&the&young&&
In&2011,&more&than&40&million&children&under&the&age&of&five&were&
overweight&

8. The Problem
Developing Worldwide
Once&considered&a&highincome&country&problem,&overweight&and&
obesity&are&now&on&the&rise&in&low&and&middleincome&countries,&
parJcularly&in&urban&selngs&according&to&the&WHO&
Globally,&more&people&die&of&obesity&related&causes&than&starvaJon&&
&More&than&30&million&overweight&children&under&5&are&living&in&
developing&countries&and&10&million&in&developed&countries.&
China&has&opened&its&first&clinics&for&dealing&with&childhood&obesity&
and&the&problem&is&increasing&in&other&developing&countries&
Where&there&is&a&growing&affluent&middle&class&such&as&China,&India&
and&Brazil&a&calorific&high&“Western”&diet&follows&….&and&so&does&
obesity&

9. The Problem
Obesity BMI Definition
Overweight&and&obesity&are&defined&as&abnormal&or&excessive&fat&&
accumulaJon&that&may&impair&health.&
Body&mass&index&(BMI)&is&a&simple&index&of&weightforheight&that&is&
&commonly&used&to&classify&overweight&and&obesity&in&adults.&&
It&is&defined&as&a&person's&weight&in&kilograms&divided&by&the&square&&
of&their&height&in&meters&(kg/m2).&
The&WHO&definiJon&is:&a&BMI&greater&than&or&equal&to&25&is&&
overweight&a&BMI&greater&than&or&equal&to&30&is&obesity&
&BMI&provides&the&most&useful&&populaJonlevel&measure&of&
overweight&and&obesity&as&it&is&the&same&for&both&sexes&and&for&all&ages&
of&adults.&&
However,&it&should&be&considered&a&rough&guide&because&it&may&not&&
correspond&to&the&same&degree&of&body&fat&in&different&individuals.&

10. The Problem
The “Home” of Obesity
In&America,&considered&to&the&‘home’&of&obesity&the&American&Heart&
FoundaJon&www.heart.org/HEARTORG/&
&state&that:&
66%&(144&million)&of&all&US&ciJzens&are&overweight&or&obese&based&on&the&
BMI&scale&&
Of&these&33%&(71&million)&are&obese&
1&in&3&children&(5&to&19yo)&are&overweight&or&obese&
These&figures&are&a&higher&%&in&low&income,&low&educaJon,&high&
unemployment&areas&reflecJng&the&general&US&populaJon&trends&in&
obesity&
Compared)to)a)historical)study)conducted)in)1973)and)1974))a)study)
conducted)in)2008)and)2009)showed)that)5)=mes)as)many)children)
were)obese)in)the)US)
Calorific&consumpJon&is&increasing,&in&addiJon&the&evidence&is&that&these&
calories&are&“empty&“&i.e.&low&in&nutrients,&which&affects&general&health&

11. The Problem
Public Attempts to Change
Many&health&authoriJes,&government&and&consumer&bodies&frequently&
appear&in&the&media&staJng&the&size&of&the&problem&so&the&general&public&
are&not&ignorant.&
&Many&celebriJes&campaign&for&healthier&eaJng,&parJcularly&for&the&
young&including&in&the&US,&Michelle&Obama&who&heads&a&naJonal&US&
campaign&to&champion&healthier&eaJng.&&
This&has&resulted&in&Federal&grants&to&encourage&healthier&school&meals&
despite&claims&of&higher&wastage&and&less&school&meals&being&consumed&
due&to&children’s&resistance&to&the&healthier&food&
There&are&also&plans&to&bring&clearer&labeling&&for&processed&food&&&
beverage&packaging&to&assist&consumers.&
Such&public&authoriJes&receive&excellent&publicity&from&the&media&for&
their&good&work.&
In&turn&there&are&a&plethora&of&diets&and&schemes&to&assist&in&dieJng&and&
healthy&eaJng,&although&these&o[en&seem&to&vary&and&conflict&in&advice.&
Many&consumers&religiously&follow&the&latest&fads&and&fashion&in&healthy&
eaJng&and&dieJng&

12. The Problem
The Obvious Answer
To&avoid&being&overweight&or&obese&&the&physical&answer&is&simple.&&
Balance&the&calories&you&eat&with&the&calories&you&expend&in&energy&
form&through&acJvity:&energy&in&–&energy&out&
&Ideally&the&calories&you&take&in&are&in&a&balanced&format&of&healthier&
nutriJous&sources&such&as&fruit,&vegetables,&pulses,&grains,&with&some&
dairy&and&meat/&fish&protein&according&to&the&WHO&
So&the&&quesJon&must&be&asked&&if&the&problem&is&idenJfied&&and&
serious&and&its&cause&is&known&&&why&is&it&sJll&a&problem?&&
Surely&responsible&minded&logical&&consumers&will&appreciate&the&
problem&and&act&accordingly&in&their&behavior&to&avoid&obesity?&
&Why&is&the&problem&sJll&growing?&Somebody&must&be&to&blame!&
Perhaps&it&is&all&the&Food&Industries&fault&who&manipulate&the&poor&
consumer&to&do&the&industries&whim&so&that&huge&profits&can&be&made&
&or&maybe&there&is&more&to&it&than&that!&&

13. The Problem
Causes
The&causes&of&obesity&are&highlighted&as&being&:&
The&increased&consumpJon&of&high&calorific&processed&and&fast&food&
containing&sugar,&fat&(and&salt)&&
The&general&decline&in&manual&labor&as&society&changes&to&more&
sedentary&office&based&occupaJons&using&less&physical&acJvity&
The&food&industry&has&come&into&much&criJcism&as&they&are&accused&of&
offering&food&and&beverage&which&encourage&obesity&&
They&also&seem&to&offer&confusing&advice&/&direcJon&to&consumers&by&the&
use&of&obtuse&labeling&on&packs&
Indeed,&there&are&many&calls&for&the&Food&industry&to&be&forced&to&limit&fat&
&salt&&sugar&&levels&from&public&and&private&health&bodies&around&the&
globe&
Plus)declare)the)unhealthy)ingredients)clearly)on)the)pack)in)the)form)of)
a))health)warning.)Such)an)ini=a=ve)may)seem)fanciful)but)that’s)what)
the)cigareHe)industry)also)thought)years)ago!)

14. CHAPTER TWO
Fat – Salt – Sugar = The Villains

15. Fat Salt Sugar
Fat
Fat&/&Salt&/&Sugar&are&at&the&core&of&excessive&eaJng&and&the&problem&
of&obesity.&&
Consumers&who&are&overweight&are&mainly&unhealthy&as&a&result&of&
consuming&too&much&calories&through&sugar&and&fat.&
As&part&of&this&process&the&food&they&eat&also&has&high&level&of&salt&
which&can&lead&to&high&blood&pressure&problems&&
The&big&problem&is&that&singly&or&in&combinaJon,&fat&–&salt&&sugar&are&
major&carriers&of&taste&in&a&food&
Not&only&do&they&carry&the&taste&through&the&mouth&they&also&have&a&
taste&of&their&own&plus&bring&out&the&best&taste&in&other&ingredients&
In&addiJon&sugar&and&fat&have&also&a&major&contribuJon&to&enhancing&
mouthfeel&texture&of&products&in&conjuncJon&with&helping&the&
product&flow&through&the&mouth&

16. Fat Salt Sugar
Different types of Fat
Looking&at&the&problem&of&fat,&certain&fats&are&more&unhealthy&than&
others&and&can&cause&higher&levels&of&heart&disease&
Generally&the&consensus&is&that&monounsaturated,&polyunsaturated&and&
omega&3&found&in&oily&fish&are&beneficial&to&physical&and&to&a&certain&
extent,&emoJonal&health.&
Even&saturated&fat&&found&in&red&meat&and&certain&dairy&products,&has&
been&found&to&have&beneficial&properJes&and&not&the&villain&it&was&once&
thought&&but&again&there&is&some&debate&over&this&&
Monounsaturated&fats&are&found&in&olive,&canola,&peanut&and&sesame&oil&
as&well&as&certain&nuts,&avocados&and&olives&
Polyunsaturated&fat&is&found&in&soybean,&corn,&safflower&oil,&soymilk&and&
tofu&
Saturated&fats&are&found&in&red&meat&and&many&dairy&products&such&as&
cheese&!&

17. Fat Salt Sugar
Trans Fats - A Villain
What&is&clear&and&unequivocal&is&that&the&villain&of&fat&is&trans&fat&which&is&a&
normal&fat&molecule&that&has&been&altered&during&a&process&called&
hydrogena+on.!During&this&process,&liquid&vegetable&oil&is&heated&and&
combined&with&hydrogen&gas&This&makes&food&more&stable&and&less&likely&to&
spoil,&which&is&ideal&for&food&distribuJon&and&prolonged&shelf&life&&
The&scienJfic&view&is&that&no&amount&of&trans&fats&is&healthy.&Trans&fats&
contribute&to&major&health&problems,&from&heart&disease&to&cancer.&
&However,&the&primary&source&of&trans&fats&comes&from&various&processed&
and&fast&food&such&as:&
Baked&goods&–&cookies,&crackers,&cakes,&muffins,&pie&crusts,&pizza&dough,&
and&some&breads&like&hamburger&buns&
&Fried&foods&–&doughnuts,&French&fries,&fried&chicken,&chicken&nuggets,&and&
hard&taco&shells&&
Snack&foods&–&potato,&corn,&and&tor<lla&chips;&candy;&packaged&or&
microwave&popcorn&
All&very&aBrac<ve&and&appealing&food&to&many&consumers&
The&USDA&recommendaJons&for&an&individual&is&to:&
Keep&total&fat&intake&to&2035%&of&calories&&Limit&saturated&fats&to&less&than&
10%&of&your&calories&&&Limit&trans&fats&to&1%&of&calories&&

18. Fat Salt Sugar
Sugar
Sugar&in&processed&foods&can&come&in&many&names&sucrose,&high&fructose&
corn&syrup,&fructose,&glucose,&cane&sugar&amongst&others&
The&main&point&of&sugar&in&terms&of&health&is&that&–&&
It&is&calorific&It&releases&dopamine&which&affects&the&reward&center&in&the&
brain&and&can&be&addicJve&&
There&is&also&evidence&to&suggest&that&sugar&in&soda&can&fool&us&to&thinking&
we&have&not&consumed&as&much&calories&as&we&think&&so&consume&more&
calories&
It&also&builds&cholesterol&and&causes&diabetes&–&a&major&killer&&
High&fructose&corn&syrup&made&through&disJllaJon&and&fermentaJon&has&
come&in&for&parJcular&criJcisicm&and&studies&(in&rats)&have&found&it&
produces&significantly&more&weight&gain&than&convenJonal&white&sugar&–&
although&this&is&controversial&and&open&to&debate&
However,&overall&the&USDA&state&that&16%&of&all&daily&&calories&consumed&in&
the&US&come&from&sugar&
Of&these&calories&46%&come&from&soda,&energy&drinks&and&sugar&sweetened&
fruit&drinks&

19. Fat Salt Sugar
Salt
According&to&the&American&Heat&AssociaJon&
3,400&milligrams&is&the&amount&of&sodium&that&the&average&American&
consumes&daily&
1,500&milligrams&or&less&is&the&recommended&daily&allowance&of&
sodium.&&
Excessive&sodium&is&a&major&cause&of&high&blood&pressure&which&can&
cause&heart&disease&and&strokes&
So)if)the)problem)is)if)we)are)consuming)too)much)fat,)sugar)and)salt)
why)do)we)not)eat)less)and)the)food)industry)reduce)the)levels)in)
processed)and)fast)food?&

20. Fat - Salt - Sugar
Conundrum
Salt&has&also&some&non&sodium&alternaJves&&although&here&there&are&
contra&indicaJons&with&specific&illnesses&related&to&potassium&
However,&replacing&fat&is&a&potenJal&big&problem&as&it&is&a&major&source&in&
different&forms,&of&taste,&carrying&and&increasing&the&taste&plus&delivering&
a&creamy&melt&taste&and&texture&
&From&our&consumer&research&many&low&fat&alternaJves&work&for&some&
consumers&who&have&made&a&value&choice&of&diet&and&eat&healthier.&
&However,&the&majority&reject&such&products&as&thin&in&mouthfeel,&
arJficial&and&thin&tasJng,&the&experience&is&briefer&and&shallower,&lacking&
depth&and&saJsfacJon.&
&Certainly&trans&fats&can&be&replaced&with&other&less&harmful&fats&&but&the&
calories&remain.&Surely)the)food)industry)can)find)alterna=ves)to)Fat)–)
Salt)and)Sugar?)Or)maybe)it)is)not)that)simple)

21. The Food Industry
The Elephant & The
Rollercoaster

22. The Food Industry
To&take&a&broad&view&of&obesity&criJcisms&at&the&food&industry,&it&o[en&
seems&that&the&analogy&applies&of&the&“Elephant&and&the&Roller
coaster”&that&was&used&by&America&in&dealing&with&their&European&
allies&at&the&height&of&the&cold&war&&
The&Americans&would&ask&their&European&allies&what&would&be&the&best&
way&to&help&deal&with&the&Soviet&threat.&The&analogy&was&that&the&
Europeans&would&ask&for&an&Elephant&to&be&able&to&go&down&a&roller
coaster&&at&speed(!)&
The&Americans&would&go&away&and&work&out&the&best&way&to&design&
and&then&subsequently&&would&build&such&an&apparatus.&&
When&ready&they&would&present&to&the&Europeans&&and&put&the&
Elephant&in&the&Roller&Coaster&and&then&launch&the&poor&beast&&
However,&the&Europeans&would&then&turn&around&and&say&
(metaphorically)&“Well&actually&we&do&not&want&this&but&we&now&need&
a&Ferris&wheel&and&can&it&take&2&giraffes”&
The Elephant & The
Rollercoaster

23. The Food Industry
The Reality
The&point&being&that&when&you&design&and&build&a&model&based&on&
one&set&of&rules&&it&is&difficult&to&change&the&model&to&adopt&to&a&
completely&different&set&of&rules&once&you&have&that&model&up&and&
running.&&
The&food&industry&is&based&on&producing&and&delivering&good&value,&
compeJJvely&priced&convenient&mass&food&and&beverages&which&
has&the&quality&and&taste&to&be&appealing&to&consumers&and&have&a&
durable&shelf&life&.&&
These&are&encapsulated&in&brands&which&can&thrive&in&a&compeJJve&
environment,&increasingly&dominated&by&retailers&&
This&is&against&a&background&of&rising&raw&material&&commodity&
prices.&
The)whole)mass)market)food)model)from)farm)to)retail)shelf)is)
based)on)this)model)–)not)an)easy)one)to)change)

24. The Food Industry
“Healthier” Alternatives
Many&food&companies&have&tried&to&offer&“healthier”&alternaJves&to&their&
standard&product&/&brand&&lines&in&parJcular&by&reducing&one&or&more&of&
the&big&3&diet&nasJes:&Sugar&&Salt&&Fat.&
&There&are&diet&sodas,&low&salt&and&reduced&fat&alternaJves&to&most&
processed&food&&
The&problem&is&by&reducing&one&or&all&of&the&big&3&sugar&–&salt&–&fat,&sales&
plummet&with&rising&consumer&complaints&So&the&consumer&is&talking&with&
their&wallets&and&stomach&
Therefore&the&Food&Industry&is&in&between&a&rock&and&hard&place.&If&it&stays&
as&the&same&it&faces&increasing&pressure&and&criJcism&&
If&it&changes&product&formulaJons&drasJcally,&consumer&preference&rebels&
by&switching&to&a&compeJJve&alternaJve&
It)is)very)difficult)to)stop)the)elephant)on)the)rollercoaster.)It)will)take)
fundamental)changes)in)how)the)Food)Industry)operates,)the)products)
offered)and)the)rela=onship)with)the)consumer)

25. The Food Industry
Taking out the Nasties
For&example,&the&fast&food&industry&have&made&a&major&effort&to&
introduce&salad&and&fruit&to&their&menus&but&the&vast&majority&of&
products&consumed&are&sJll&the&tradiJonal&fast&food&items&
The&problem&most&food&manufacturers&face&is&that&if&they&take&unilateral&
acJon&and&reduce&one&or&more&of&the&“nasJes”&across&their&mass&
market&product&range,&they&suffer&
Sales&decline,&they&loose&money&as&usually&there&are&higher&product&
costs&associated&plus&they&face&losing&share&to&compeJtors&
For&example,&many&producers&have&3&varieJes&of&a&product&–&Normal&
Standard&–&Reduced&fat&–&Low&fat&–&Guess&which&is&usually&the&best&
seller?&
Many&consumers&find&Reduced&fat&almost&acceptable&but&the&Low&fat&is&
usually&seen&as&very&different&from&the&normal&standard&variety&and&only&
consumed&by&serious&commi_ed&dieters&&

26. The Food Industry
Labeling
From&our&own&work&in&several&countries&it&appears&that&in&general&consumers&
are&very&confused&about&labeling&parJcularly&regards&to&ingredients&
Indeed&far&more&physical&and&emoJonal&cues&are&obtained&from&the&packaging&
and&graphics&rather&than&reading&the&ingredients&copy&
The&majority&of&consumers&do&not&read&ingredient&labels&–&only&those&who&are&
very&keen&on&dieJng&and&healthier&eaJng.&They&do&not&have&Jme&when&they&
are&filling&their&grocery&trolley&
The)main)request)is)for)clear)and)unequivocal)guidance)on)the)number)of)
calories)–)either)per)serving)or)as)a)%)per)gram)or)ounce)
Secondary)to)that)is)the)level)of)sugar)–)salt)and)fat.)Not)much)is)known)
about)different)sorts)of)sugar)or)fat)
The&clearest&and&most&informaJve&type&of&labeling&appears&to&be&the&red&–&
amber&–&green&“traffic”&light&adopted&voluntarily&by&some&UK&retailers&and&
producers&&
h_p://mulJmedia.food.gov.uk/mulJmedia/pdfs/frontofpackguidance2.pdf&

27. The Food Industry
Labeling Confusion
What&is&clear&is&that&many&consumers&are&suspicious&that&many&food&
manufacturers&are&being&deliberately&obtuse&and&confusing&to&“hide’&
unhealthy&ingredients&
Whether&or&not&that&is&the&case&–&the&percepJon&is&very&powerful&
This&belief&is&carried&into&health&bodies&and&authoriJes&who&are&
pressurizing&governments&to&take&acJon&to&force&food&manufacturers&to&
label&more&clearly&around&the&globe&
The&danger&is&that&specific&types&of&&ingredient&lists&will&be&forced&on&the&
food&industry&and&that&these&lists&will&be&designed&by&bureaucrats&and&civil&
servants&–&or&worse:&Health&warnings&
This&is&the&worst&case&scenario&for&the&food&industry&and&possibly&provide&
even&more&confusion&for&consumers&
The)food)industry)need)to)design)consumer)friendly)labeling)and)
ingredient)lists)which)are)clear,)easily)understandable)and)informa=ve)
Indeed&it&could&be&argued&that&a&potenJal&compeJJve&advantage&could&be&
obtained&by&a&brand&being&the&thought&leader&in&their&category&

28. CHAPTER FOUR
Consumer Learnt Behavior of
Overeating

29. Learnt Behavior
Taking the Risk
There&are&consumers&who&follow&a&rigid&pa_ern&of&eaJng&healthy&
food&and&control&their&intake&of&salt&–&sugar&&fat&and&associated&
calories&&usually&with&an&accompanying&exercise&regime.&
&However,&many&who&try&and&follow&such&regimes&fail&or&try&and&
balance&calorific&intake&by&“being&good”&in&certain&meals&so&that&
they&can&indulge&at&other&moments&as&they&have&‘earned&the&
calories”&
In)general)the)majority)of)consumers)prefer)their)food)to)have)
sugar)X)salt)X)fat)in)some)combina=on)even)when)they)are)aware)
that)it)may)not)be)good)for)them)or)even)have)adverse)long)term)
health)risks)
Many&are&not&prepared&to&downgrade&porJon&sizes&or&alter&the&type&
of&food&they&consume&when&moving&from&an&acJve&youth&to&a&more&
sedentary&middle&and&old&age&
&They&seem&to&ignore&or&be&prepared&to&take&the&risk.&Why?&
A&major&reason&can&be&traced&to&learnt&behavior&

30. Learnt Behavior
How Emotions of Taste are
Learned
&To&understand&consumer&behavior&we&have&to&look&at&how&the&emoJons&
of&taste&(the&key&to&consumer&preference&and&behavior)&are&learned&
A&lot&of&‘guidance’&is&from&the&parent&who&has&an&obvious&enormous&
influence&on&the&child’s&diet&&both&consciously&and&unconsciously&
forming&the&child’s&preference.&&
Babies&are&highly&sensiJve&to&their&parents’&emoJons&and&can&read&the&
expressions&and&body&language&of&their&parent&like&a&skilled&interrogator&
and&are&therefore&influenced&by&the&belief&structure&and&diet&of&their&
parents&&parJcularly&their&mother.&
Similarly,&faces&and&a&sense&of&anJcipated&delight&signal&a&yummy&dessert&
while&stern&faces&and&a&sense&of&forcefeeding&because&it&is&‘good&for&you’&
signal&carrots&or&even&worse&–&broccoli!&

31. Learnt Behavior
Childhood Palate
Development
Children&are&therefore&extraordinarily&influenced&by&their&parents&in&
the&diet&they&encounter&which&then&can&have&a&huge&influence&into&
adulthood.&&
As&a&child&grows&older&the&diet&they&encounter&will&start&to&become&a&
pa_ern&determined&by&their&parents’&own&emoJonal&preference&and&
the&society&they&grow&up&in.&&
The&balance&between&sweet,&savory,&salt,&spicy,&bland&and&creamy&is&
fed&to&the&child&with&a&recommended&emoJonal&response&which&the&
parents&themselves&learnt&from&their&own&childhood.&&
Their&child&follows&their&example&and&follows&the&emoJonal&
response&and&subsequent&behavior.&

32. Learnt Behavior
Learnt Taste Palate
The&learning&of&taste&and&their&meanings&from&childhood&and&
adolescence,&experimenJng&with&flavors&and&tastes&in&their&teens,&
the&encounter&with&new&foods,&drinks&and&brands&means&that&over&
their&lifeJme&every&adult&builds&up&a&whole&series&of&taste&
preferences.&&
&The&ingredients&in&a&recipe&can&be&adulterated&but&tend&to&develop&
the&core&intrinsic&flavor&further&and&usually&with&a&greater&intensity.&&&
These&flavors&are&learnt&by&society,&becoming&associated&with&the&
purpose&and&occasion&it&is&used&in&and&therefore&mean&the&same&to&
those&consumers&operaJng&in&an&age&cohort&in&that&society.&&
&All&of&this&becomes&learnt&opinion,&differing&by&generaJon&and&
slightly&separated&between&men&and&woman&to&form&a&taste&palate.&

33. Learnt Behavior
Learnt Value Structure
Therefore&many&consumers&bring&to&their&food&and&drink&
consumpJon&pa_erns,&value&judgments&about&how&much&or&how&
li_le&or&how&frequently&certain&foods&should&by&consumed&causing&
them&to&criJque&tastes&and&mouthfeels.&
&&They&then&choose&the&available&foods&and&drink&that&reflect&their&
beliefs&on&what&they&should&or&should&not&be&consuming.&&
&What)is)happening)is)that)taste)selec=on)is)based)on)foods)that)
support)their)emo=onal)beliefs)and)to)be)true)to)their)values.)))
These)emo=ons,)posi=ve)or)nega=ve)will)largely)determine)what)
they)eat)or)drink.)

34. Leant Behavior
Culture
Culture&also&had&an&affect&on&learnt&behavior&
In&many&cultures&extended&members&of&the&family&‘break&bread’&together.&
In&Southern&Europe&and&parts&of&Asia&this&is&the&major&consumpJon&occasion&
of&the&day&with&the&head&of&the&household&holding&court&and&demonstraJng&
altudes&and&behavior&to&the&children&about&food&and&drink&–&including&
monitoring&healthy&food&intake&and&table&manners.&
One&result&of&this&in&Southern&Europe&is&a&huge&respect&for&food&and&rituals&
associated&with&food,&across&many&varied&courses&and&dishes.&&
&Even&small&children&join&the&meal&and&eat&a&toned&down&version&of&the&dishes,&
older&children&are&encouraged&to&drink&diluted&wine&and&coffee.&&
&This&leads&to&a&much&healthier&appreciaJon&of&both&drinks&in&later&life&–&much&
less&consuming&forbidden&fruit&than&in&other&cultures.&&
Food&is&seen&as&a&social&event&where&different&flavors&and&textures&are&
consumed&as&part&of&a&balanced&intake&
The&so&called&“Mediterranean”&diet&is&a&classic&example&of&how&this&works&and&
is&learnt&generaJonally&

35. Learnt Behavior
Culture – Contd..
In&those&cultures&where&individual&freedom&is&highly&valued&and&the&family&
unit&plays&a&lesser&role,&this&has&an&inevitable&impact&on&food&and&drink&
consumpJon.&&&
Taking&parts&of&Scandinavia&Northern&Europe&and&North&America&as&an&
example,&the&children&are&given&substanJal&freedom,&jusJfied&by&social&
agreements.&
&&The&result&in&food&terms,&substanJal&grazing&and&snacking.&&&
&Food&is&o[en&consumed&individually&on&the&run,&at&different&Jmes&of&the&
day,&o[en&by&hand&and&standing&up.&&
This&is&more&prevalent&when&working&mothers&are&in&the&household&where&
Jme&is&at&a&premium&plus&they&may&not&be&home&when&the&child&returns&
from&school&&
The&result&is&that&mainly&processed&foods&are&taken&out&of&the&fridge&and&
microwaved&for&convenience.&Pizza,&burgers,&nuggets&consumed&by&
children&&endorsing&learnt&behavior&

36. CHAPTER FIVE
Emotions & Taste – The Real
Causes of Obesity

37. The Real Cause of
Obesity
Emotions
To&understand&the&causes&of&Obesity&it&is&worthwhile&to&examine&how&
flavors&and&eats&operate.&&
Everything&we&have&learnt&about&the&psychology&of&flavors&and&how&they&
drive&emoJons&directly&posiJons&them&as&a&major&driving&force&to&
greater,&not&less,&consumpJon&&
The&key&ingredients&in&both&fast&foods&and&many&processed&products&
are;&&
Firstly&so[ness&in&the&mouth&requires&minimal&chewing&enabling&rapid&
eaJng&and&swallowing&of&bitesized&porJons&partly&whole.&
Plus&sweetness&supported&by&salJness&maximizes&both&the&taste&and&
sugar&impact&and&enhances&the&flavor&delivery.&&

38. The Real Cause of
Obesity
Taste
Fats&and&oils,&vegetable,&sugar&and&mineralbased&carry&the&flavor&
throughout&the&mouth,&maximizing&the&number&of&taste&receptors&
involved,&so&enhancing&the&flavor&duraJon&and&hence,&awareness.&
&&They&are&also&both&volaJle&and&reach&into&the&olfactory&organ,&the&
nose,&creaJng&even&further&flavor&emoJonal&messages&and&last&in&the&
mouth,&o[en&for&hours.&&
&This&is&one&basis&for&compulsive&eaJng,&the&leaving&of&a&‘flavor&trail’&
that&slowly&fades&and&demands&its&recapture&
In&our&consumer&research&we&have&had&instances&of&people&craving&
such&compulsive&consumpJon&that&they&physically&lock&the&food&in&a&
cupboard&as&a&restraint!&

39. The Real Cause of
Obesity
Texture
If&people&had&to&chew&the&food&more&to&extract&the&flavor&enjoyment&it&
would&take&longer&to&eat,&be&be_er&digested&and&the&feeling&of&being&
full&reached&far&sooner.&
&&People&would&need&to&consume&less.&
Many&foods&are&specifically&designed&to&target&the&greatest&and&
longest&flavor&saJsfacJon&that&is&possible&in&the&shortest&amount&of&
biJng,&crunch&and&chewing&&
This&generates&compulsive&eaJng&even&before&we&consider&the&
messages&that&the&tastes&actually&create&in&the&consumer’s&mind&
Governments)and)health)authori=es,)know)fast)and)processed)food)
is)unhealthy)but)appear)to)have)no)idea)why)it)is)so)popular.)

40. The Real Cause of
Obesity
The Melt in the Mouth
As&an&example,&the&single&most&saJsfying&inmouth&experience&is&the&
flowing&across&the&tongue&of&a&rich&syrup&or&what&we&refer&to&as&‘The&Melt’&&
This&melt&occurs&when&the&food&reacts&to&the&sJmulus&of&the&chewing&
process,&the&temperature&of&the&mouth&on&the&melJng&of&the&flavor&
through&the&enzymes&in&the&flavor.&&
The&melt&is&a&criJcal&transiJon&where&the&taste&and&texture&move&from&one&
state&to&another&into&a&liquor&
&This&liquor&speed&of&melt&and&richness&flows&through&the&mouth&and&signal&
the&emoJons&which&are&going&to&be&generated&in&the&ConsumpJon&
Experience.&
If&these&emoJons&are&posiJve&and&fit&into&the&consumer’s&perceived&value&
structure&then&the&experience&is&appreciated&

41. The Real Cause of
Obesity
Melt Mood Change
This&is&a&powerful&determinate&of&preference&for&as&the&melt&occurs&
alternaJve&tastes&are&picked&by&different&receptors&in&the&mouth.&&
The&sequence&and&the&change&from&one&taste&to&another&have&a&
strong&influence.&Individual&taste&notes&are&unlikely&to&be&idenJfied,&
apart&from&those&which&are&very&obvious.&&
Rather,&it&is&the&journey&of&these&tastes&which&is&emoJonally&
significant.&
Frequently&this&is&a&powerful&trigger&and&inmouth&experience,&linked&
heavily&to&the&individual’s&relaxaJon&and&indulgence.&&
It&can&change&a&mood&so&much&that&people’s&eyes&move&out&of&focus&
as&their&thoughts&become&innerdirected&in&the&moment.&

42. The Real Cause of
Obesity
Emotional Addiction
When&supported&by&the&appropriate&tastes&and&mouthfeels&this&can&
be&a&difficult&behavior&to&stop.&&
The&user,&once&the&emoJonal&escape&from&the&experience&has&
stopped,&will&be&dragged&from&their&reverie&and&emoJonal&escape&
once&the&mouth&is&empty.&
&The&desire&to&return,&or&more&likely&to&maintain&by&repeJJon,&
encourages&the&consumpJon&of&more&of&what&has&been&eaten.&
This)can)become)highly)addic=ve,)par=cularly)when)the)emo=onal)
response)is)powerful)and)aHrac=ve)to)an)individuals)par=cular)
needs)and)circumstances)

43. The Real Cause of
Obesity
Not Just Sweet
Obviously&many&of&the&rich&sweet&foods&deliver&their&emoJonal&peace&
through&richness&and&sugariness.&Cakes&and&chocolate&are&prime&
examples.&
&However,&savory&foods&are&equally&capable&of&delivering&such&
emoJons&through&the&melt&and&with&less&associated&guilt.&
&Cheeses&are&an&excellent&example&as&are&rich,&creamy&sauces&which&
can&work&well&with&neutral&carriers,&such&as&pasta,&to&deliver&complex&
and&rich&melts.&
&A&lot&of&foods&melt&at&mouth&temperature&and&flow&through&the&mid&
mouth,&coaJng&the&tongue&and&roof&of&the&mouth.&

44. The Real Cause of
Obesity
Emotional & Physical
The&rate&of&flow&through&the&mouth&is&very&important&as&well&as&the&
feeling&of&weight&in&the&mouth.&&
The&slower&the&flow,&the&deeper&the&relaxaJon,&the&more&profound&the&
state&of&reverie&and&the&greater&the&escape&from&exisJng&thought&
processes,&concerns&and&stress&
That&is&why&heavy&alcoholic&drinks&and&desserts,&providing&a[er&dinner&
depth&and&sweetness,&are&part&of&the&mood&change&&
This&melt&can&slow&the&heart&rate,&reduce&blood&pressure&and&help&
relaxaJon&enabling&the&enjoyment&of&the&tastes&to&be&heightened&in&
the&ConsumpJon&Experience.&
It)can)be)seen)that)the)balance,)nature)of)taste,)sweetness,)fat)
content,)richness)and)syrupy)dissolve)of)the)melt)will)have)various)
levels)of)emo=onal)impact)

45. The Real Cause of
Obesity
Emotional Journey of Taste
As&discussed,&not&only&does&the&texture,&richness&and&weight&of&the&
dissolve&signal&messages&and&set&up&emoJonal&release,&so&do&the&
flavors&themselves&which&have&different&emoJonal&connecJons&
learned&through&life.&&
The&extent&of&the&emoJonal&impact&is&found&within&the&texture&of&the&
melt,&or&in&the&flavor&and&how&they&are&working,&synergisJcally&or&
sequenJally&&
As&the&impact&of&flavor&and&mouthfeel&varies&with&different&foods,&in&
different&parts&of&the&mouth,&so&do&the&emoJons.&
&The)emo=onal)journey)is)the)reward)and)that)is)why)the)taste)is)
enjoyed.)))This)can)be)a)difficult)and)complex)journey)to)decode)but)
is)achievable)

46. CHAPTER SIX
Overeating Addiction

47. Overeating
Addiction
Taste & Texture Contrasts
All&the&most&popular&processed&and&fast&foods&provide&textural&sJmulus&at&
the&front&of&the&mouth&and&also&a&contrast&at&the&rear&of&mouth&on&which&to&
chew&to&prolong&the&saJsfacJon.&
The&key&to&the&appeal&of&such&foods&is&based&around&taste&and&texture&
contrasts.&
They&have&so[&and&hard&components,&someJmes&a&crisp&and&chewy&
elements&
&In&taste&they&iniJally&are&sharp,&intrusive&and&impact&at&the&front&of&the&
mouth&with&rich,&heavier,&slower&tastes&that&relax&you&in&the&rear&of&the&
mouth.&
&Sweetness&is&also&present&along&with&fat&to&carry&the&flavor,&through&
caramelizaJon&in&the&cooking&process&by&adding&specific&addiJonal&
ingredients&&
This&slows&the&heart&rate,&relaxes&the&consumer&and&creates&a&mellow&
disposiJon.&
&It&reduces&stress.&&&

48. Overeating
Addiction
Fast Food
The&acquisiJon&by&the&consumer&of&an&acJve&preference&for&fast&food&
tastes,&flavors&and&mouthfeel&occurs&because&the&fun&and&informal&nature&
of&fast&food&consumpJon,&when&people&first&experience&it,&is&
extraordinarily&a_racJve.&&
&It&is&far&more&fun&than&normal&food&at&home.&&
&Take&any&child&out&for&a&meal&to&a&fast&food&restaurant&and&they&just&adore&
the&event.&&Happy&faces&all&around,&laughter&and&the&maximum&of&family&
harmony.&&It&is&an&event&that&cries&out&to&be&repeated.&&
&Hence&the&demand&for&children’s&parJes&at&fast&food&restaurants&&
This&is&the&best&social&event&in&a&preteens&normal&life&and&what&gets&the&
credit?&&It&is&the&locaJon&and&the&food&itself.&&&
So,)every)=me)fast)food)is)suggested)the)child)recalls)the)happiness,)lack)
of)formality)and)the)freedom)of)fast)food.))

49. Overeating
Addiction
Fast Food Party
As&a&party&or&family&shares&this&food&such&as&pizza&either&in&a&
restaurant&or&as&a&takeaway,&so&the&stress&reducJon&creates&bonding&
and&unity&of&purpose&and&shared&pleasure.&&&
It&is&similar&to&that&of&a&family&eaJng&together&at&a&formal&meal&but&
much&be_er&than&a&formal&dinner.&
&&There&are&no&porJon,&or&fairness,&problems,&everyone’s&meal&is&
equal&and&the&delight&shared&out&evenly.&&&
Because&these&savory&meals&appear&to&be&real&food,&not&
confecJonery&or&snacks,&the&absence&of&guilt&encourages&the&
frequency&of&these&events.&&
The)actual)flavors)themselves)are)related)in)the)unconscious)mind)
to)the)arrival)home)from)school)in)childhood,)the)shared)family)
ea=ng)events)and)home)comfort)and)security))

50. Overeating
Addiction
Fast Food Addiction
The&flavor&notes&equally,&but&this&Jme&unconsciously,&trigger&the&same&
emoJonal&response.&&
&Taste&a&burger&meal&and&you&are&‘eaJng&freedom’.&&
&So)it)has)an)addic=ve,)flavor)and)mouthfeel)too.))Now)whenever)those)
flavor)notes)occur)in)other)processed)foods)they)create)this)condi=oned,)
but)unaware,)response.))They)are)immediately)liked)and)the)person)feels)
good!))
&That&is&at&the&heart&of&overeaJng&amongst&younger&consumers.&&
&UnJl&you&break&that&response&you&will&not&ever&change&that&‘learned&
palate’.&&
This&is&very&difficult&to&break&–&as&well&meaning&authoriJes&are&finding&out&

51. Overeating
Addiction
Dealing with Stress
Fast&food&can&make&you&feel&safe!&
Processed&food&can&make&you&feel&family&protecJon&and&secure!&&&
This&potenJally&safe&and&secure&food&has&the&potenJal&to&damage&your&
health.&&&
The&harder&your&life,&and&the&fewer&pleasures&it&delivers,&the&more&
processed&foods&help&you&to&feel&be_er.&&
&It&seems&similar&to&alcohol&and&cigare_es,&as&a&delivery&vehicle&for&
pleasure&relief&or&simply&escape.&&What&is&more&it&works.&&
&It)is)too)easy)for)those)without)the)stresses)of)an)unsa=sfactory)or)
difficult)life)to)cri=que)others)for)consuming)such)foods)and)becoming)
obese.))
In&much&the&same&way&as&non&smokers&or&drinkers&are&baffled&why&
anybody&should&smoke&or&drink&(reformed&smokers&and&drinkers&have&
even&stronger&feelings!)&&

52. Overeating
Addiction
Emotional not Cognitive
The&answer&lies&in&changing&the&foods,&breaking&the&messages&of&
comfort&and&hope.&&
&It&is&largely&a&waste&of&Jme&and&effort&trying&to&persuade&people&to&eat&
fruits&and&vegetables&since&unless&you&have&associated&these&from&
childhood&with&Family&and&Security&of&Home&they&cannot&deliver&the&
emoJonal&needs&that&processed&foods&can.&&
&People)can)understand)cogni=vely)what)the)right)diet)should)be,)but)
unless)that)delivers)the)‘Emo=onal)Support’)of)processed)foods)it)
requires)too)great)an)emo=ve)loss)to)give)up)these)tastes)and)
mouthfeels.))
&It&is&here&that&the&addicJon&lies.&

53. Overeating
addiction
Spreading Addiction
We&have&done&research&work&on&alcohol&products,&smoking&and&
indeed&both&pharmaceuJcal&and&recreaJonal&drugs,&for&over&thirty&
years,&all&over&the&planet&and&it&is&the&same&everywhere.&&&
People&are&addicted&to&how&these&products&(including&foods)&make&
them&feel,&not&to&the&actual&products&themselves&
Therefore&overeaJng&addicJon&follows&the&arrival&of&processed&
foods&with&an&absolute&pure&correlaJon.&&&
With&these&items&reaching&the&emerging&markets,&it&is&absolutely&
certain&that&not&only&will&there&be&an&exploding&populaJon&but&
that&populaJon&will&individually&be&exploding&too!&

54. Overeating
Addiction
Emotional Comfort
As&previously&discussed,&people&draw&emoJonal&comfort&from&their&
food.&&
These&are&largely&based&on&their&posiJve&childhood&learnt&experiences.&
&In&previous&generaJons&these&were&built&around&‘&home&&made’&dishes&
where&the&ingredients&were&more&controlled&&o[en&based&on&
availability.&&
Newer&more&convenient&,&exciJng&and&flavorsome&processed&foods&
have&superseded&in&many&cases&the&home&made&versions.&
&However,&these&processed&foods&are&more&addicJve&and&of&less&
nutriJonal&substance&

55. Overeating
Addiction
Addictive Behavior
How&does&this&slide&to&Obesity&occur?&
Our&work&shows&that&obesity&like&alcohol&and&to&an&extent&drugs,&runs&in&
families.&&
&There&does&appear&to&be&a&propensity&to&habitual&or&addicJve&behavior&
with&certain&people&as&they&seek&greater&EmoJonal&Comfort&and&Reward&&&
If&they&gain&emoJonal&benefit&from&an&acJvity&they&tend&to&overindulge&
in&that&pasJme&–&o[en&to&relive&stress&or&an&unhappy&situaJon.&&
&Others&balance&their&pleasures&more&carefully&–&o[en&if&they&have&firmer&
value&structure&and&self&esteem.&
Income&and&the&expectancy&of&others&whose&acceptance&is&sought&is&
another&powerful&influence.&&You&behave&as&those&do&around&you,&i.e.&
family&and&peers&&&

56. Overeating
Addiction
Seeking pleasures
As&you&go&down&the&social&/&disposable&income&scale&and&the&choice&of&
pleasures&can&be&harder&to&acquire,&so&you&gravitate&to&those&you&can&
afford.&
&This&means&cheaper&addicJons&such&as&wrong&food&choices&are&one&of&
the&less&guilty&a_racJons&compared&to&more&expensive&addicJons&such&as&
drugs&and&alcohol.&&However,&in&such&wrong&food&choices&is&where&you&
find&the&greatest&potenJal&problems.&&
&It&is&patronizing&to&see&this&as&ignorance&or&weak&willed&it&is&merely&the&
cheapest&outlet&of&potenJal&addicJon.&&One&has&to&eat&anyway,&so&the&
food&is&the&cheapest&opJon.&&
&&A&consequence&is&that&overweight&parents&tend&to&have&similar&children&
as&they&seek&to&spread&the&pleasure&amongst&the&family.&

57. Overeating
Addiction
&OvereaJng&is&formed&amongst&people&whose&parents&are&in&the&
normal&weight&range&through&learnt&experience&in&society,&through&
peers&and&culture&
Tastes&are&first&experienced&and&are&compared&to&already&known&
flavors&and&experiences.&&‘This&tastes&a&bit&like&X’&or&‘The&texture&is&very&
like&Y’.&So&therefore&it&must&be&good&or&bad&–&based&on&percepJon&not&
always&reality&
&&Humans,&in&order&to&cope&with&complexity&and&ease&of&recall,&make&
conclusions&about&experiences&o[en&talking&them&over&with&others.&&
&This&enables&a&shorthand&view&composed&of&a&very&few&words&to&be&
logged&in&the&brain&as&their&opinion&of&that&experience.&&‘Holidays&are&
great’,&‘Tax&is&annoying&but&necessary’,&‘I&like&cold&beer’.&
Experience Based

58. Overeating
Addiction
Categorizing Ideas
This&series&of&categorized&ideas&become&concepts&and&tend&to&remain&
fixed&unless&serious&new&evidence&is&experienced.&
&You&could&describe&these&as&a&‘branding’&of&the&acJvity&or&experience.&&&
This&enables&us&to&handle&the&complexity&of&modern&life&we&do&not&need&
to&think&through&how&we&feel&about&everything&every&Jme&we&
experience&it.&&&
Further&most&of&these&categories&are&emoJonal&preferences&jusJfied&by&
a&flawed&logic.&&&
We)hold)views)that)suit)our)personality)not)those)that)our)brain)has)
deduced.&“&The&gym&is&boring”&“&A&li_le&bit&of&cake&will&not&do&me&any&
harm””&“Its&just&the&one&burger”&

59. Overeating
Addiction
Breaking Addiction
So&a_empts&to&persuade&people&to&change&behavior&by&appealing&to&
their&cogniJve&skills&are&only&effecJve&when&the&individual&is&desperate&
and&prepared&to&seriously&review&their&opinion.&
&&In&food&terms,&people&give&up&sugar&in&coffee&only&when&&they&are&
very&serious&about&sugar&intake&and&six&weeks&later,&and&it&does&take&
six&weeks,&they&cannot&stand&sweet&coffee.&&
&We&then&reclassify&coffee&and&we&start&to&reduce&the&sweetness&level&
in&all&our&other&foods.&
Now&we&have&become&a&person&who&does&not&like&sweet&things&and&
look&down&on&those&who&do&with&great&emoJonal&smugness.&

60. Overeating
Addiction
Reformed Behavior
Those&who&have&made&an&acJve&choice&to&refrain&from&fast&and&
processed&foods&have&had&to&give&up&some&indulgence&that&they&
really&liked,&so&they&now&have&no&paJence&for&those&that&have&not.&
Yet&that&key&consumpJon&change&was&not&merely&symbolic&but&more&
significantly&it&was&the&catalyst&of&the&change&for&them&to&impact&
their&ongoing&behavior&of&consuming&less&fat&–&salt&&sugar&in&their&
general&diet.&
Change&is&possible&but&difficult&to&achieve&at&a&personal&level.&&
The)“pain’)of)the)loss)of)emo=onal)sa=sfac=on)from)cu`ng)down)
or)refraining)completely)is)only)achieved)where)the)personal)
emo=onal)“gain”)is)greater)from)new)values)–)such)as)improved)
self)image,)health)and)so)forth)

61. Overeating
Addiction
Changing Learnt Behavior
People&do&develop&lifestyles&and&philosophies&and&these&opinions&
directly&affect&the&food&and&drink&they&consume.&&
&Changing&beliefs&impact&and&influence&the&acquired&flavor&and&
preferred&choice&but&it&does&take&commi_ed&and&sustained&effort.&
&&For&example,&those&who&have&a&commitment&to&a&balanced&diet,&
o[en&keep&a&constant&if&informal&audit&of&what&they&are&eaJng&and&
the&porJon&sizes.&&
&This&enables&them&to&reduce&the&effect&of&indulging&on&fa_y&foods&by&
consuming&lighter&less&sweet&and&rich&foods&–&either&pre&event&–&to&
‘buy’&the&indulgent&occasion&by&‘being&good’&&
AlternaJvely&a[er&the&event&in&subsequent&behavior&to&miJgate&guilt&
and&restore&balance.&
In)summary,)learnt)behavior)can)be)changed)but)it)relies)on)a)
drama=c)change)in)a`tude)being)translated)into)day)to)day)
behavior)–)not)an)easy)task)

62. CHAPTER SEVEN
Changing Preference

63. Changing
Preference
Changing Behavior in the
Long Term
&To&change&behavior&is&very&difficult&to&enforce&and&needs&a&complete&
revaluaJon&and&rethink&of&both&food&and&health&behavior.&
&However,&forcing&this&on&consumers&would&undoubtedly&produce&a&
negaJve&reacJon&and&strong&resistance.&&
The)introduc=on)of)healthier)notes)in)processed)and)fast)food)over)
a)period)of)years)could)poten=ally)alter)the)conscious)and)sub)X)
conscious)emo=ons)linking)processed)foods)with)‘unX)healthy)‘)
tastes.&&
So&that&grains,&pulses,&vegetable&and&fruit&flavors&are&perceived&as&
being&part&of&delivering&of&the&desired&emoJonal&fulfillment&
ParJcularly&if&their&flavor&notes&are&“embedded’&in&processed&food&to&
influence&and&change&the&cycle&of&learnt&behavior.&&
However,&this&is&a&long&term&soluJon&and&difficult&to&implement&but&
could&achieve&the&desired&results&

64. Changing
Preference
A&shorter&term&soluJon&is&to&reduce,&fatsalt&sugar&(parJcularly&trans&
fats&and&potenJally&high&fructose&corn)&in&processed&food&
However,&as&discussed&unless&the&consumer&has&a&parJcular&value&
structure&of&healthy&eaJng,&the&fact&is&that&the&majority&of&consumers&
‘walk’&with&both&their&stomach’s&and&wallets&
Refusing&to&give&up&short&term&gain&to&avoid&potenJal&long&term&pain&&
So&how&can&this&reducJon&be&achieved&effecJvely?.&
From)our)work)we)can)see)that)a)solu=on)is)to)offer)a)similar)level)of)
posi=ve)emo=onal)delivery)through)taste)and)texture)sa=sfac=on)
Taste & Texture Satisfaction

65. Changing
Preference
Reconstructing the
Consumption Experience
We&have&worked&with&food&manufacturers&in&sweet&and&savory&dairy,&
snacks,&cookies,&cereals&and&candy&and&seen&remarkable&results&in&
delivering&consumer&saJsfacJon&in&different&fat&–&salt&–&sugar&&reduced&
foods.&
&This&includes&foods&which&could&be&categorized&as&“be_er&for&you”&
and&some&that&could&be&“good&for&you”.&&
This&obviously&varies&on&a&case&by&case&basis&
The)boHom)line)is)that)if)the)Consump=on)Experience)of)a)food)is)
broken)down)and)reconstructed)in)a)diligent)and)detailed)manner)X)
the)whole)consump=on)experience)can)be)improved)and)made)
healthier)

66. Changing
Preference
Reducing Fat-Salt-Sugar
Taking&an&analogy&of&the&journey&of&the&consumpJon&experience&of&a&
food&or&drink&as&a&row&of&books&on&a&shelf.&&
The&books&being&varying&degrees&of&thickness&and&height.&Fatsaltsugar&
are&big&thick&books&which&carry&taste&and&texture&through&the&front&of&
the&mouth&through&to&the&mid&/&rear&mouth&and&subsequent&a[ertaste&
If&we&remove&these&large&thick&books&the&row&of&books&collapse&&so&the&
consumpJon&experience&collapses,&leading&to&consumer&dissaJsfacJon&
Rather&the&large&books&of&Fat&Salt&&Sugar&need&to&be&replaced&by&a&
series&of&thinner&books&&or&other&tastes&and&textures&to&deliver&the&full&
consumpJon&experience.&
&Simply)stripping)out)or)reducing)FatXSaltXSugar)leads)to)a)collapse)in)
the)consump=on)experience.))
The)consumer)needs)to)be)offered)an)equivalent)experience)X)or)even)
beHer)

67. Changing
Preference
Increasing Taste Intensity
One&area&we&have&worked&on&with&food&manufacturers&is&to&look&to&raise&
the&taste&intensity&of&the&experience&through&flavor&enhancing&intense&
flavors&such&as&herbs,&spices&and&umami&&
In&the&right&combinaJon&such&flavors&increase&salJness,&sourness&and&
even&sweetness&(surprisingly)&&
By)increasing)the)taste)intensity)the)palate)and)subsequently)the)
stomach)can)be)fooled)into)thinking)the)consumer)has)eaten)more)and)
receive)a)greater)sa=sfying)experience)

68. Changing
Preference
Taste Intensity – Contd...
This&applies&to&foods&with&fat,&salt&and&sugar.&Intense&taste&if&
delivered&and&released&in&the&correct&sequence&can&hit&all&the&
required&areas&of&the&ConsumpJon&Experience&
The&huge&growth&of&‘ethnic’&food&from&the&Far&East&in&the&West&is&a&
classic&example&of&how&such&extreme&intense&tastes&can&work&and&
offer&emoJonal&delight&and&taste&fulfillment&
&In&addiJon,&&this&is&increased&when&taste&intensity&is&aligned&with&
and&accompanied&by&texture&complexity&such&as&a&product&being&
crisp&and&so[,&crunchy&and&chewy&in&both&the&front&and&mid/&rear&of&
the&mouth,&
This&combinaJon&can&potenJally&increase&the&emoJonal&and&physical&
reward&exponenJally&&

69. Changing
Preference
Optimizing products
We&have&worked&extensively&with&food&manufacturers&globally&in&this&area&
through&our&emoJonal&preference&consumer&research&methodology&and&
have&found&that&excellent&results&can&be&achieved&&&with&work&and&effort!&
So&for&example,&sugar&can&be&replaced&or&reduced&using&natural&(including&
honey)&or&arJficial&sweeteners.&Despite&concerns&there&is&no&scienJfic&
evidence&to&suggest&any&contra&indicaJons&in&such&sweeteners&&
The&so[&drinks&industry&has&had&excellent&results&in&this&area.&Coke&is&
currently&test&markeJng&a&svelte&based&natural&sweetener&product&in&
several&markets&
&With&judicious&use&of&different&flavors&the&metallic&style&arJficial&and&
thinness&in&the&drink&can&be&overcome&to&deliver&a&full&consumpJon&
experience.&
These)principals)can)be)applied)to)most)processed)foods)and)fast)foods)
products)to)op=mize)the)consump=on)experience)sa=sfac=on)but)
delivering)less)damaging)fat)–)salt)–)sugar)elements)in)order)to)reduce)
the)problem)of))obesity)

70. CHAPTER EIGHT
Conclusion

71. Conclusion 1
It&is&obvious&that&obesity&is&a&major&health&problem&and&growing&exponenJally&
in&all&ways&and&measures&
Most&soluJons&to&the&problem&from&well&meaning&authoriJes&and&health&
bodies&essenJally&fall&into&two&areas&
X)Appeal)to)peoples)cogni=ve)common)sense)to)change)their)behavior)
logically)by)ea=ng)less)and)healthier)
&Force)the)food)and)beverage)industry)to)‘do)the)right)thing’)and)reduce)fat)–)
salt)and)sugar)in)processed)and)fast)foods))
&If&necessary&to&use&legislaJon&if&the&industry&does&not&comply&to&put&
health&warnings&on&products&to&scare&consumers&into&the&correct&eaJng&
behavior&

72. Conclusion 2
Unfortunately&everything&we&have&learned&from&our&experience&shows&
that&these&measures&are&unlikely&to&succeed&–&no&ma_er&how&well&&
meaning&
They&are&unlikely&to&change&consumer&behavior&significantly&
The&emoJons&derived&from&the&taste&and&texture&of&fast&and&processed&
food&(including&beverages)&are&so&powerful&that&they&are&a_racJve&to&
many&and&addicJve&to&some.&&
To)break)this)aHrac=on)the)learnt)behavior)of)consumer)preference)
needs)to)change)

73. Conclusion 3
This&can&be&changed&in&two&ways&
Firstly&in&the&long&term,&healthier&food&tastes&and&textures&(such&as&
nuts&,grains,&pulses&Fruit&and&vegetables)&need&to&be&added&to&fast&and&
processed&food.&
&This&is&difficult&and&requires&major&changes&in&the&food&industry&and&
consequent&consumer&behavior&–&so&is&probably&unlikely&to&happen&
The)other)alterna=ve)is)simpler)–)to)reduce)the)level)of)fat)–)salt)and)sugar)in)
fast)and)processed)food)BUT)replace)with)other)ingredients)which)add)taste)
and)texture)to)improve)the)Consump=on)Experience)once)the)“nas=es”)have)
been)reduced)or)replaced)

74. Conclusion 4
Finally,&it&is&obvious&that&Obesity&is&a&major&problem.&
&The&Food&Industry&has&come&in&for&major&criJcism&as&a&cause&of&the&&
problem&Some&of&this&is&jusJfied&
What&is&clear&that&cannot&afford&to&sit&back&and&defend&the&
&status&quo&on&fat&salt&–&sugar&in&processed&and&fast&food.&&
Otherwise&they&will&end&up&eventually&with&the&legal&restricJons&
&of&the&cigare_e&industry&&
Rather)the)Industry)to)take)more)of)the)ini=a=ve)by)developing)
)products)that)replace)or)reduce)fatX)saltX)sugar)with)an))
equivalent)or)beHer)Consump=on)Experience)
In&this&manner,&learnt&behavior&can&be&based&on&consumer&&
preference&which&aligns&with&a&healthier&diet&and&living&

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76. CapJon&and&Photo&
Credit:&Use&this&space&
to&provide&credit&to&the&
original&photo&or&
graphic&creator&and&
provide&context&on&its&
meaning.&
“This is a quote you can use to further
highlight a point or message.”
&Author&