Food Well-being: Cultivating Habits to Savor "Unknown Emotions"

Further analysis revealed that those who "prioritize nutritional balance" were more likely to experience well-being.

Measurement Method: Respondents (N=1300) rated their current dietary "satisfaction" on an 11-point scale, with the highest satisfaction being "10" and the lowest being "0". The results were categorized into three groups: H-tier (high satisfaction group, 10-9 points, N=120), M-tier (mid-tier, 8-7 points, N=687), and L-tier (low satisfaction group, 6 points or below, N=493). Cross-tabulation was performed based on these results. For example, if the percentage responding "Agree" to a certain question was 30% for the total sample (N=1300), 65% for the H group (N=120), and 15% for the L group (N=493), the GAP relative to the total sample was measured as H group - Total = 35 points, L group - Total = -15 points.

While most people know that excessive sugar and fat intake are unhealthy, research shows they also impact subjective well-being. Consuming too much sugar or fat triggers pleasure in the brain, but this pleasure peaks instantly and then drops back to baseline. The human brain perceives the instant surge as "pleasure," but the subsequent drop is felt as "discomfort/deprivation," making it easy to overeat. In contrast, "umami," a flavor long used in Japanese cuisine, is said to provide a gradual sense of deliciousness, leading to a sustained feeling of "satisfaction."

The survey also found that people without regular eating habits—such as those who "change meal sizes based on physical condition or schedule" or "eat whatever they want whenever they want, regardless of time"—tend to experience lower levels of well-being.

We also analyzed the impact of meal frequency, such as "eating two meals or fewer per day" or "eating four or more meals per day," but found no significant difference. It was determined that as long as a single meal is balanced, it does not affect satisfaction. Creating eating habits that suit you may be a key to improving well-being.

The idea of experiencing unknown emotions

The other day, while dining at a bistro in Kodenmacho with a senior colleague who loves cooking, he shared something. He said, "Cooking is an experiment." He finds joy in the process of trial and error—figuring out the right simmering time for braised pork belly or the perfect moment to add soy sauce—and then achieving reproducible results. Our Food Lab survey also shows that people who cook tend to report higher levels of well-being. While the reasons vary, I believe one factor is that cooking allows you to "experience unknown emotions."

In well-being research, there's a concept called "Emotional Diversity." Just as watching movies or dramas that only ever show positive emotions can become boring, experiencing a full spectrum of both positive and negative emotions actually increases the sense of well-being.

Historically, health in dietary habits has often focused solely on "avoiding illness." While developing regular, balanced eating habits is certainly important, humans are creatures prone to boredom. A diet consisting of eating the same things constantly doesn't necessarily equate to a "good state" for both mind and body. In writing this column, I attempted to diagram what well-being in dietary habits might look like.

First, consuming something that tastes delicious in the moment but follows an irregular eating pattern is "hedonistic" and differs from sustained well-being. As mentioned earlier, excessive sugar and fat intake can impact your sense of well-being. Therefore, my personal view is that it's difficult to say, "Even if you only eat nutritionally unbalanced junk food, as long as it tastes good, that's well-being!"

However, I also recognize the view that becoming rigid about maintaining a strict diet, or feeling guilty about occasional junk food or small amounts of sugar and fat, isn't well-being either. I believe that while considering balance, "cultivating a habit of pursuing new flavors" is a hint for enhancing well-being in one's diet.

Food that's good for the planet is good for people too

Food Lab research shows that people conscious of the planet's sustainability—those who "choose foods produced with environmental care," "take action to reduce food waste," or "consider waste reduction and sorting while cooking"—report higher levels of well-being.

Have you heard of the global movement called the "Planetary Health Diet"? It's an ideal dietary guideline for both human health and the planet. With the world population projected to reach about 10 billion by 2050, simply increasing farmland and livestock numbers to feed this growth would accelerate global warming. This diet aims to build an environmentally conscious food system. Specifically, it advocates reducing consumption of meat, fish, and eggs, and significantly cutting back on sugar and grains. What I find unique is that a diet beneficial for the planet also positively impacts human health.

This time, we explored the relationship between diet and well-being. Since favorite foods, comfortable eating environments, and dietary rhythms vary greatly from person to person, trying to use well-being as a "one-size-fits-all solution" might not work well. If there is one thing, I believe well-being is the "question" of "Can we make people happier through food?" I encourage you to try the approaches shared in this column: "embark on a journey to encounter unknown emotions" and "adopt the perspective of meals that benefit both the planet and people." Doing so will surely deepen your understanding of well-being related to food.

Moving forward, Food Lab will continue to explore emerging trends in dietary lifestyles through serialized articles based on our research findings. Stay tuned.

[Survey Overview]
Consumer Survey on Eating Habits (Dentsu Inc. Food Lab)
・Target Area: Nationwide
・Respondent Criteria: Men and women aged 15–79
・Sample Size: 1,300
・Survey Method: Online survey
・Survey Period: September 29 - October 1, 2022
・Research Agency: Dentsu Macromill Insight, Inc.