A new study has unveiled the exact time of day when food cravings hit hardest for the average Brit – 4pm as the end of the working day approaches. This revelation comes from a study that showed how external cues such as images of food, enticing smells, or even overheard conversations about hunger trigger cravings. Interestingly, seven out of 10 Brits think about pizza daily, with over a third ensuring they have it at least once a week.
Research by Chicago Town revealed that Fridays and Saturdays are prime days for indulging in pizza, closely followed by Wednesdays as a mid-week treat. When the pizza urge strikes, more people opt for home-cooked (46%) over takeout (38%). To assist in satisfying these cravings, Chicago Town has launched an online calculator and competition where three lucky winners stand the chance to receive a year’s supply of pizza at their Urge o’clock.
Consultant psychologist Honey Langcaster-James explained that hunger pangs are often triggered by our brains associating certain times or places with food consumption. This psychological aspect, in addition to the social element of sharing pizza, contributes to the satisfaction people feel when indulging in this popular food choice. Langcaster-James highlighted how food cues like images and smells can trigger hunger, creating a routine that our brains learn to expect.
The study sheds light on the complex relationship between psychological triggers and food cravings. Understanding these dynamics can help individuals manage their urges and make informed choices about their dietary habits. The insights from this research provide valuable information on how environmental factors can influence our eating behaviours, offering a deeper understanding of the mechanisms driving our cravings.