Numan is uncovering what's really driving our cravings: food noise. Our recent survey, conducted with Attest, shows that almost nine out of ten people in the UK feel tempted to snack when they're not even hungry. This isn't just about willpower - there's a lot more going on.
We’re here to help you understand what's behind these urges and how to manage them effectively.
What is food noise?
‘Food noise’ is a term we’re bringing to the forefront to describe the mental chatter or intrusive thoughts about food that can lead to unnecessary eating.
Although these experiences are common, our survey indicates that only 25% of respondents were previously aware of the term. Once explained, 84% recognised food noise as a part of their daily lives. This awareness underscores the need for a better understanding of our relationship with food - not as a matter of willpower alone, but as an interplay of complex factors.
This is important as 44% struggle to resist cravings when experiencing food noise, a challenge that increases to 70% among those who are overweight or obese.
Exposing the triggers
Through our research, we’ve pinpointed both emotional and environmental triggers that contribute to food noise.
Common emotional triggers include:
Boredom
Stress
Low mood
The simple desire for a treat
Environmentally, the constant presence of fast food, strategic placement of snacks, and targeted ads play significant roles in fueling these cravings.
Notably, evenings are identified as the most challenging times, with 31% of respondents reporting that they struggle to resist cravings during these hours. For those living with obesity, nighttime snacking emerges as a heightened concern, intensifying their health challenges.
Beyond willpower: Numan’s perspective
At Numan, we challenge the outdated idea that eating habits are solely driven by willpower. Zoe Griffiths, our VP of Behavioural Medicine, emphasises, “Constant cravings aren’t merely about greed or a lack of willpower. 'Food noise' is a tangible challenge that requires understanding and support. We aim to provide people with smarter ways to manage these urges, rather than instilling guilt.”
With food noise affecting the majority of people in the UK, it’s time for change. At Numan, we’re committed to helping you navigate these challenges with science-backed solutions. By increasing awareness and understanding, we aim to turn the tide on obesity.
Joe is an avid writer. He loves puns and rhymes, but most importantly, strives to write copy that motivates men to change their lives for the better. Away from Numan, you can find Joe probably annoyed at a Watford F.C. game, enjoying a boogie at a disco night, or on a bike ride along the Thames.
Clinical Pharmacist and Copywriter, Master of Pharmacy (MPharm)
Hassan is a specialist clinical pharmacist with a background in digital marketing and business development. He works as a Clinical Copywriter at Numan, leveraging his research and writing abilities to shine a light on the health complications affecting men and women.
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