The growing phenomenon of “fear of missing out” (FOMO) is playing a significant role in shaping modern eating habits, particularly in the desire to try new and trendy food products. According to Professor Tracy Burrows from the University of Newcastle, this impulse to experiment with the latest food items may be more psychological than people realize.
“There are always new foods,” said Burrows, who is leading a research project examining the connection between FOMO and addictive eating behaviors. “Some people feel compelled to try every new product they see.”
The KitKat chocolate bar, for instance, once offered only the classic milk chocolate variety. Today, consumers can choose from an array of flavors, including gooey caramel, Milo, mint, milky bar, dark chocolate, and even green tea. The constant release of new options is fueling an appetite for novelty, combined with aggressive marketing strategies that keep people coming back for more.
“Think about the entire aisles dedicated to snack foods in supermarkets,” Burrows remarked. “There’s no shortage of choices, and that fear of missing out drives people to indulge in these new products.”
This drive for the latest food innovation is not without consequences. Burrows points out that people often overlook the complex ingredients and additives in packaged foods. While these snacks may satisfy immediate cravings, they contribute to the larger issues of overeating, food addiction, and the obesity epidemic.
As part of her team’s investigation into FOMO and its impact on eating habits, Burrows has launched an online survey aimed at Australian adults. The survey, which is open to the public, seeks to explore the connection between FOMO and various eating behaviors, such as addictive eating and reward-driven consumption.
“FOMO describes the psychological concern of missing out on something rewarding,” the survey explains. “While it is widely discussed in relation to social media and experiences, its link to eating behaviors has yet to be fully explored.”
The survey, which features multiple-choice questions, also delves into boredom proneness, mental health, and other factors that may influence eating habits.
Burrows’ research into food addiction has shown that people eat for a variety of reasons, and not all of them are linked to hunger. “There’s a big portion of the population who are constantly seeking the next new food product,” she said. “These foods are driving not just consumer behavior, but also the multibillion-dollar food industry and the health issues that come with it.”
Although many people may think about the foods they eat, Burrows emphasizes that the real question is why they eat them. Understanding the motivations behind eating behavior is crucial in addressing addiction to processed foods and unhealthy habits.
Her team’s past work on food addiction has explored how food triggers—such as advertisements or even the scent of coffee—can influence behavior. “The food environment has a huge impact,” Burrows explained. “These triggers can drive us to eat even when we’re not physically hungry.”
In addition to the survey, Burrows and her team have developed TRACE (Targeted Research on Addictive and Compulsive Eating), a program designed to help participants understand and manage their eating habits. TRACE uses personalized approaches based on factors like personality and mental health, offering strategies for dealing with food triggers and compulsive eating.
As the food industry continues to innovate and produce new products to capture consumer attention, Burrows’ research highlights the complex psychological factors driving our eating habits. It’s clear that FOMO is not just a social media phenomenon but a powerful force in shaping the way we eat—and what we eat.
Related topics:
