“We Eat What We Are” — The Emotional Journey of Food Choices

We’ve all heard the phrase “We are what we eat,” suggesting that what we consume directly impacts who we become. While this is certainly true to some extent, I’d argue there’s a flip side:

“We eat what we are.”

Our food choices are deeply influenced by our emotions. Whether we’re seeking comfort after a tough day, looking for an energy boost, or simply craving something familiar during a celebration, our emotional state shapes what we put on our plate.

Think about it. There are foods that symbolize celebration, and others that we turn to when we need comfort or consolation. While these choices may vary based on culture, religion, or location, one thing remains universal: the emotional connection we have with what we eat.

Food as an Emotional Journey

Most of us are fortunate enough not to experience true hunger. Instead, when we choose what to eat, we pick foods based on how they make us feel. It’s not just about satisfying hunger; it’s about the emotional journey we embark on with each bite.

Let’s consider a parallel example. Do you have a favourite movie, song, or book that you return to time and time again? You know how it’s going to make you feel, and you gravitate toward it because you trust it to take you on a familiar journey. Whether it’s a favourite film that lifts your spirits or a song that calms your nerves, it’s the emotional experience that draws you in.

Food is no different. We don’t just eat to survive; we eat because we crave the emotions and feelings that food can evoke. That quick stop at a petrol station for a chocolate bar? It’s not a rational decision—it’s your inner child seeking comfort, a treat, or a moment of joy.

Food and Drink: A Shared Experience

Food also has the unique power to unify. Just as a group of moviegoers leaves the theatre with a shared emotional experience, food brings people together, aligning moods and creating harmony.

Next time you’re reaching for a favourite snack, think about the journey you’re about to embark on. It’s not just about satisfying hunger—it’s about the emotional transformation that food provides.

Understanding the Emotional Journey for Better Choices

Whether you're a consumer or working in the food and drink industry, recognizing the emotional journey tied to food choices can transform your perspective. For those of us involved in creating, marketing, or selling food, understanding these emotional triggers helps us not only do our jobs better but also find joy in the process.

After all, food is more than just sustenance—it’s an experience, a connection, and a way to navigate our emotions. And when we understand that journey, we can make better, more satisfying choices.

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Chris Lukehurst is a Consumer Psychologist and a Director at The Marketing Clinic:

Providing Clarity on the Psychological relationships between consumers and brands

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