Copy - “Healthy food= Untasty"  Paradox

Food Preference Change with Age

Cross Cultural Differences

The Concept of “Healthy=Untasty”

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Navigating the “Healthy food= Untasty" Paradox

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Amal SAKR Anna COMAZZETTO Faustina BOAKYE Vera TAYOUN

Food as a Source of Pleasure

Nutritional and Health Perspectives

References

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"Food at first seems to put up barriers, but then if one tastes and gets to know it, those barriers can be broken and people also acquire a different sensitivity with respect to taste [...] which of course is a delicate sense, but like all senses can be educated"

Paolo Corvo, Associate Professor at University of Gastronomic Sciences - Pollenzo, Italy

Francesca Giopp, professor of Nutrition and Sustainability at ALMA - International School of Italian Cuisine Colorno, Italy

The concept of healthy is untasty might change as a person grows older

With age, people become a little bit more rational about eating food that are healthy for them.

People might even focus on eating something they don't particularly appreciate just because it's nutritious.

"French and US American children have similar food preferences in childhood: chocolate is liked while vegetables are not. "Therefore, differences established in adult life might be a consequence of different associations with food existing in each country".

As people age, they become accustomed to different flavors as taste buds also evolve.

Taste buds become more balanced in terms of the perceived flavor profile.

The Pleasure Paradox: Discover the Delightful Truth of Healthy Eating

Food is deeply intertwined with our social experiences and emotional well-being. We often turn to food for comfort, celebration, and connection with others. Unhealthy foods often employ intense flavorings and textures to enhance their perceived palatability. This can override people's cognitive awareness of the food's nutritional value, leading them to favor it over healthier options.

People can break free from the unhealthy-tasty paradox by embracing DELICIOUS NUTRITION. This means prioritizing and exploring a wider range of healthy, whole, unprocessed foods. Practicing mindful eating and seeking support from a dietitian or nutritionist are highly recommended.

The perception that healthy food is bland or unappetizing can influence people's dietary choices and consequently have long-term effects on their health, such as leading to a lack of essential vitamins, minerals, and antioxidants necessary for overall well-being.

Chefs, food bloggers, and nutritionists can play a role in showcasing the delicious side of healthy foods.

Also discovering new dishes from other culinary traditions can help to integrate healthy options in the diet, through the use of different cooking tecniques or flavour!

Discovering the joy in healthy living means finding the sweet spot between nourishment and deliciousness.Let's navigate the evolving equation of 'healthy = untasty' together, exploring a flavorful journey that transcends and explores the influence of multiple determinants! "Healthy living is not about sacrificing taste; it's about savoring the balance between nourishment and delight."

Student of Institut Agro Dijon23 years old from Texas, USA

Mini Questionnaire

We conducted a small questionnaire on international students to take their opinions on wether they perceive healthy food as untasty. Click to see the questionnaire

Learn More!

Unhealthy food is not tastier for everybody

• In France unhealthy food is associated with bad taste, while healthy food is linked to tastiness • In the USA unhealthy food is associated with tastiness • Eastern cultures (Chinese and Indian) believe that taste is embedded in healthiness, therefore, associate healthiness and tastefulness in a positive way

Want to know more? Check these valuable sources!

• Fischler, C., & Masson, E. (2008). Manger: Français, Européens Et Américains Face À L’alimentation. Paris: Odile Jacob.
• Werle, C. O., Trendel, O., & Ardito, G. (2013). Unhealthy food is not tastier for everybody: The “healthy= tasty” French intuition. Food Quality and Preference, 28(1), 116-121.
• Haasova, S., & Florack, A. (2019). Practicing the (un)healthy = tasty intuition: Toward an ecological view of the relationship between health and taste in consumer judgments. Food Quality and Preference, 75, 39–53.
• Huang, Y., & Wu, J. (2016). Food pleasure orientation diminishes the “healthy = less tasty” intuition. Food Quality and Preference, 54, 75–78.