A UK study of over 3,000 adults reveals that our psychological relationship with food can drive overeating as much as how processed it is. Published in The Conversation, the findings urge Thai policymakers to rethink nutrition campaigns and obesity strategies beyond demonizing ultra-processed foods.
In the study, researchers highlight hedonic overeating — eating past fullness for pleasure. They found that nutrient content and consumer perceptions predict overeating more reliably than processing category alone. Participants evaluated photos of more than 400 unbranded foods, while researchers compared nutrient data with the NOVA processing classification. The results challenge traditional views on food behavior.
High-fat, high-carbohydrate pairings consistently correlated with enjoyment and overeating potential. Foods perceived as sweet, fatty, or processed—regardless of their actual category—triggered higher binge scores among participants.
Thailand sits at a critical juncture. Ultra-processed food sales are rising, and national surveys show increasing overweight and obesity among adults. Thailand’s rapid modernization, driven by the Thailand 4.0 initiative, has reshaped urban eating patterns with convenience stores and supermarkets dominating daily life. Recent Thai studies reveal a significant share of UPFs exceed the World Health Organization Southeast Asia nutrient limits, with sodium concerns particularly pronounced. These trends align with the WHO’s stance on obesity as a major driver of non-communicable diseases in the region.
Policy implications go beyond bans. The British findings suggest Thailand’s current toolkit, including the 2017 sugary drink tax, is a starting point but not enough. Instead, nuanced strategies that address both food content and eating psychology are needed. Thailand’s cultural context — with Buddhist values of moderation, balance, and mindful consumption — offers a natural fit for perception-based interventions.
Thai culinary traditions also provide a path forward. Shared meals, fresh ingredients, and strong local markets remain influential across urban and rural areas. Food education focusing on satiety, portion control, and sensory appreciation could be more effective than hard restrictions. Reformulation incentives and mindful marketing rules could steer industry practices without denying adults choice.
Five strategic recommendations for Thai health authorities emerge from the British study and local context:
- Expand food literacy campaigns that teach hunger cues and portion awareness, blending traditional Thai cooking wisdom with modern nutrition science.
- Apply nutrient-based taxation, while ensuring independent evaluations measure real health outcomes, not just consumption shifts.
- Incentivize industry reformulation toward higher satiety through fiber and protein, with procurement policies favoring products that meet enhanced nutritional standards.
- Implement targeted marketing restrictions to protect children while supporting traditional vendors, balancing public health with cultural foodways.
- Fund research on food perceptions and eating motivations across diverse Thai populations to tailor interventions for urban, rural, and elderly communities.
The study reframes the ultra-processed food debate as a blend of science and culture. For Thailand, this means policies that combine credible nutrition science with respectful integration of local culinary heritage. Positive messaging and community-based programs can influence eating patterns more effectively than restricting access alone.
Data from international research supports Thai health ambitions to reduce obesity and related diseases. By embracing perception-based strategies and cultural strengths, Thailand can lead in compassionate, evidence-based nutrition policy in Southeast Asia.