‘People who love to eat are always the best people’. These words, echoed by American cook and author Julia Child, bring alive the emotions of people who enjoy eating and experimenting with different kinds of foods.

But what is it about food that makes us squeal in excitement? The very thought of indulging in that cheesy burger, or sipping on that creamy, ice-cream-laden coffee is sure to soar your spirits. Is there a reason for this, or are we attaching too much value to these random instances?

What is The Joy of Eating?

An impromptu ice cream date with your significant other or a friend, laughing together over a cold, creamy cone, preferably one with lots of chunks and chips.

Grilling an easy and nourishing dinner on a hot weeknight day, with an iced tea in hand.

Tasting something new for the first time and loving it…. or hating it! It’s just fun to try it!

Sitting down at the kitchen table to a solo meal after a long day at work. Whether it’s a thrown together salad from what’s in the fridge, eggs and toast with fruit, or greasy takeout, you’re savoring each bite.

Sitting down to a big holiday meal with family or friends and leaving with a soul that’s as overstuffed as your belly.

Spending hours in the kitchen, crafting a beautiful homecooked meal from specialty foods and local produce you picked up at the farmer’s market.

Seeking out the absolute best of a local specialty while on vacation in a new and foreign place.

In essence, the joy of eating is being free of rules, restriction, and shame about food, so you can fully appreciate the range of experiences you have with food, from the unique, to the mundane.

Nayamat Bawa, Head Psychologist at IWill, explains, “Eating is a great way to socialize with loved ones. Plus, the joy associated with eating also has a lot to do with upbringing and beliefs around food. It activates the taste buds, thereby activating the pleasure of taste. Food and festivities go hand in hand. In fact, if you think of any celebration, deciding a menu is the first thing that comes to our minds.”

There are several studies that emphasize the role of dopamine, also known as the pleasure neurotransmitter. “The ‘repetitive pleasure’ principle also comes into play, which suggests that every bite is rewarding and thus it can sometimes be difficult to cut down on eating. We may also use eating as a way to soothe ourselves emotionally and physically due to the role of the reward that is again ushered in by dopamine,” says Bawa.

A study conducted by researchers at the Max Plank Institute in Germany reveals that dopamine is secreted once when food is injected, and again when the food reaches the stomach. It also indicates the relationship between cravings and dopamine. The higher the craving, the higher is the reward of dopamine.

The first bite of something we crave for is most rewarding and the pleasure or craving reduces, as we eat more of what we were craving for. “Certain places, situations, or people remind us of foods that we crave. We think about them, imagine the taste, and then plan on how to procure the food. The whole process is stimulation. Food not just evokes our taste buds but the sense of smell and sight. Most people report enjoying what they see on a plate,” she explains.

For those times when life gets busy or our finite amount of willpower is used for other things. Create daily reminders of why you want to feel good for yourself (this future you, which is only a few months away). Spend some time at the beginning of each week planning your meals and snacks for the week, which include those previously forbidden treats.

Besides strengthening our willpower, it is also important to move beyond the all-or-nothing mindset we get stuck in during times of behavior change. An all-or-nothing mentality about goals can lead to guilt, self-blame and reasons to quit. Don’t get me wrong, some people work best going cold turkey, but when it comes to food, things get a little tricky when we reemerge into the real world. For instance, how will you feel dining out with friends and family, or seeing a movie and smelling that popcorn? Stay focused and be mindful. You can savor that treat...but split it with someone. Remember to enjoy food and not get stuck with food restrictions or living in an all-or-nothing mindset.