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Research has proven that if a food item is visually appealing, there are higher chances you will consume it. Here's the science behind what triggers this

Why does watching recipe videos make us hungry?

Research has proven that if a food item is visually appealing, there are higher chances you will consume it. We try to understand the science behind what triggers this  

As we eased into the Covid-19 lockdown in 2020, we saw two significant trends emerge within the food industry: Home-kitchen businesses and Reels showcasing recipes on Instagram. The more we came to accept that we were probably not going to be stepping out for a meal anytime soon, the more food-related content we consumed, placing orders from said businesses, largely due to the inviting imagery that came our way. The boredom of being at home and the uncertainty of the situation drove us to order more food than we really wanted, to simply have something to look forward to, find comfort, and because everything looked visually appealing and worth trying, whether we were hungry or not.

Now that the pandemic has abated, ask around and you’ll find that most people feel the need to consume something while watching cooking shows like MasterChef or scrolling through their Reels tab on Instagram—that is, if you’re not one of them yourself. “Visual stimulation with food releases ghrelin, the hormone that stimulates appetite,” says Mumbai-based nutritionist and fitness expert Samreedhi Goel. What you choose to eat when that hunger strikes, if at all, still lies in your control.

“Visual stimulation with food releases ghrelin, the hormone that stimulates appetite,” says Mumbai-based nutritionist  expert Samreedhi Goel. Image: Unsplash

“Visual stimulation with food releases ghrelin, the hormone that stimulates appetite,” says Mumbai-based nutritionist expert Samreedhi Goel. Image: Unsplash

If you are on a strict nutrition plan and want to avoid consuming anything, have a glass of water first and observe if the craving goes away, suggests Samreedhi Goel. Image: Unsplash

If you are on a strict nutrition plan and want to avoid consuming anything, have a glass of water first and observe if the craving goes away, suggests Samreedhi Goel. Image: Unsplash

Understanding hunger and food cravings

Delhi-based nutritionist Lovneet Batra helps us decode the reasons behind the different types of food cravings. “We eat with our eyes. Research shows that if a food item is easily accessible and visible there are higher chances you will consume it,” she explains. This is exactly where the heavy discount codes and offers you receive via food delivery apps like Swiggy and Zomato also come into play, allowing all kinds of food in your reach, no matter the hour. “Food is comfort; stress or boredom can trigger perceived hunger. Your portion sizes, the size of your plate or cup and even the colour of your dish impacts how much you eat. The bigger the portion size, the higher the consumption. Interestingly, if you’re eating your meal on a plate which is the same colour as your food (and no contrast), you will end up eating more. For example, eating rice on a white plate. Irregular meal patterns and skipping meals also impacts hunger cues and, in turn, the amount and type of food you consume.” She also cites an increase in screen-time as a factor that leads to hunger and overeating—so whether you’re excessively watching a true crime show or a bake-off, the unnecessary hunger and cravings will kick in.

“WATCHING A HEALTHY MEAL PREPARATION CAN BE YOUR MOTIVATION FOR HEALTHIER EATING WHEREAS AN INDULGENT ONE WOULD TRIGGER CRAVINGS AND HENCE EMOTIONAL EATING”

Lovneet Batra

Do you crave exactly what you see?

It’s not necessary that if you’re watching someone make an indulgent truffle cheese toastie with fresh truffle being grated, you will want exactly that—accessibility being a key factor here. Your cravings also have to do with your general diet and the kind of food that appeals to your taste buds. “If you like very heavy, indulgent food then that will probably make you feel hungry. If you are someone who eats mindfully and watches something healthy being made in an interesting manner, that can trigger hunger as well,” confirms Goel. The kind of food content you consume also subconsciously impacts how you operate in terms of making healthier choices when it comes to food and lifestyle. “Watching a healthy meal preparation can be your motivation for healthier eating whereas an indulgent one would trigger cravings and hence emotional eating,” says Batra. If you find that your Explore page is filled with too many pasta recipes, it’s perhaps time to reprogramme it.

The kind of food content you consume also subconsciously impacts how you operate in terms of making healthier choices when it comes to food and lifestyle. Image: Unsplash 

The kind of food content you consume also subconsciously impacts how you operate in terms of making healthier choices when it comes to food and lifestyle. Image: Unsplash 

“We eat with our eyes. Research shows that if a food item is easily accessible and visible there are higher chances you will consume it,” says nutritionist Lovneet Batra. Image: Unsplash

“We eat with our eyes. Research shows that if a food item is easily accessible and visible there are higher chances you will consume it,” says nutritionist Lovneet Batra. Image: Unsplash

Should you give in to food content-induced hunger?

The answer to this depends on the reason why you’re hungry in the first place. It could very well have been a few hours since your last meal and you genuinely need a small bite. “This depends on if the craving is out of physical hunger, mental hunger or even just plain curiosity on seeing the food. If you are on a strict nutrition plan and want to avoid consuming anything, have a glass of water first and observe if the craving goes away. If you do want to indulge, limit your portions if you choose to consume something unhealthy or calorie-dense,” says Goel.

Also Read: Grappling with stress-eating? Here’s how to make it healthier

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