The findings of a recent study by Chicago Town have shed light on the best time of day when food cravings peak for the average Brit.
According to the study, the clock strikes 4pm is when our food urges spike, putting our self-control to the test. These cravings can be triggered by various factors such as seeing pictures of food, smelling something delicious cooking, or even hearing others talk about their hunger.
It seems that pizza holds a special place in the hearts of Brits, with seven out of 10 individuals thinking about pizza on a daily basis. In fact, over a third of Brits make sure to indulge in pizza at least once a week, showcasing the nation’s love for this popular dish.
Friday and Saturday emerge as the top days when people give in to their pizza cravings, closely followed by Wednesday, which seems to help Brits get through the week. Interestingly, more people are now opting to satisfy their pizza cravings with home-cooked meals rather than opting for takeout.
To assist Brits in identifying their own ‘Urge o’clock’, Chicago Town has introduced an online calculator and competition. By answering four simple questions on the website, participants can uncover their specific Urge o’clock and also stand a chance to win a year’s supply of pizza for those moments when the cravings strike.
Consultant psychologist, Honey Langcaster-James, explains that hunger pangs are often triggered by our brains signalling that it’s the ‘normal’ time of day to eat, or even associated with a particular place. She highlights that external cues like food images, enticing smells, and familiar locations can lead to feelings of hunger.
Langcaster-James also points out that the time of day can play a significant role in triggering hunger, as our brains become accustomed to expecting food at specific times. Moreover, certain foods like pizza have a social element attached to them, providing a sense of bonding and togetherness when shared with others.
Understanding the psychological aspects of food cravings can help individuals navigate their urges more effectively and make mindful choices when it comes to satisfying their hunger. Next time you find yourself reaching for that slice of pizza, remember that there is more to your craving than just a desire for food.
