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HomeMeatWhy do Brits give up to candy temptation over the festive interval

Why do Brits give up to candy temptation over the festive interval


Crooner Andy Williams hit the nail on the pinnacle in 1963 when he first sang ‘It’s the Most Great Time of the 12 months’.

Christmas actually is the time of 12 months when most of us are in a position to cease what we’re doing and take time to benefit from the little luxuries – whether or not that’s buying, spending time with family members or splurging on indulgent meals and drinks.

Birds Bakery – a proudly UK bakery that began from humble easy beginnings in 1919 to develop into an thriving enterprise with 61 retailers using over 750 individuals in the present day – needed to search out out extra about why Brits give up to temptation.

Hap-happiest season of all

Winter snacking Christmas kids Siarhei SHUNTSIKAU

Pic: GettyImages/Santsikau

Because the music says, Christmas is the ‘hap-happiest season of all’ – ​synonymous with the indulgent goodies which are assured to spark a rush of prompt happiness, courtesy of dopamine.

After we eat one thing candy, the mind’s reward system – known as the mesolimbic dopamine system – is activated.

Dopamine is the last word really feel good chemical launched by the neurons, triggering pleasurable sensations and signalling that the occasion was optimistic.

As such, treating ourselves isn’t restricted to December alone.

When the reward system fires, it reinforces behaviours – making it extra doubtless for us to hold out these actions once more. Actually, a 2023 research carried out by YouGov revealed that roughly 37% of Brits purchase one thing candy no less than a few times per week.

“These stats spotlight that whereas our consumption might enhance considerably at sure instances of the 12 months, we simply can’t resist sugary meals once we want a pick-me-up,”​ stated Lesley Chook, CEO of Chook Bakery.

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