Hunger rewires how we pick food—taste beats health every time

A new study from the University of Hamburg reveals how hunger alters the way people choose food. Researchers found that when hungry, individuals prioritise taste over health and ignore nutritional details. The findings suggest that simple measures like food labels may not be enough to encourage better eating habits. The research, led by Jennifer March and Prof. Dr. Sebastian Gluth, examined how hunger affects decision-making. Using eye-tracking, behavioural tests, and computer models, they tracked how participants selected food. The results showed a clear pattern: hungry people focused less on nutritional information and made quicker choices.

Participants also favoured foods presented in a more appealing way. This preference grew stronger when they were hungry. The study explained that hunger shifts attention, making taste more important while reducing concern for health benefits. Published in the journal *eLife* on 25 March 2025, the paper—titled *The Hungry Lens: Hunger Shifts Attention and Attribute Weighting in Dietary Choice*—highlights the need for better strategies. Supermarkets and canteens may need to make healthy options more visually attractive to compete with unhealthy alternatives.

The findings indicate that hunger directly impacts food choices by changing how people weigh information. Standard nutritional labels may not be effective when someone is hungry. Instead, future health initiatives should focus on making healthy foods more appealing to capture attention in decision-making moments.