According to a new study, many ultra-processed foods can trigger addictive behaviors similar to tobacco products because they are deliberately designed to stimulate the brain’s reward system.
The study, published in The Milbank Quarterly, argues that packaged snacks, sugary drinks, ready-to-eat meals and many fast foods are designed to encourage repeated consumption in much the same way that cigarettes were developed to keep users hooked.
Researchers from the University of Michigan, Harvard University and Duke University said the findings challenge the long-held view that unhealthy eating is simply a matter of lack of self-control.
Lead author Professor Ashley Gearhardt, a clinical psychologist at the University of Michigan, said many ultra-processed foods are specifically formulated to maximize pleasure and promote habitual consumption.
According to the researchers, the products share several characteristics with tobacco, including being engineered to intensify reward signals in the brain, while also being heavily marketed to consumers.
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The study draws on evidence from addiction science, nutrition research and the history of tobacco regulation, arguing that public health efforts should focus more on the food environment rather than placing responsibility solely on individuals.
“For decades, the emphasis has been on personal choice, but many of these products are intentionally designed to be difficult to resist,” the researchers said.
Gearhardt emphasized that eating is not the same as smoking, but noted that some modern foods are manufactured in ways that make moderation particularly challenging.
He said understanding how these products are designed is crucial to addressing rising rates of obesity and diet-related diseases.
The researchers called for greater scrutiny of food industry practices and stricter policies to reduce the availability and aggressive marketing of highly processed foods, particularly among young people.
They said shifting the conversation from individual blame to industry responsibility could play an important role in fighting preventable chronic diseases linked to poor diets.
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