Eating dairy really does make us happier

Thursday, 28 March 2019

Research by ‘The Department of Dairy Related Scrumptious Affairs’ reveals adding dairy to your favourite meals causes a pleasure surge of 27%.

Commissioned as part of our consumer marketing campaign with Dairy UK, the study looked at people’s responses to different food options – one with dairy added and one without.

Participants’ brainwaves were measured using headbands and a body language expert monitored their micro-expressions. The results showed that and as well as making them happier, nearly three quarters of Brits say they cannot imagine a world without dairy.

Rebecca Miah, AHDB head of dairy marketing said: “In perhaps the greatest foodie experiment of all time we’ve proved that adding a delicious dose of dairy to your meals really does make you happier.

“The research uses ‘The Department’s’ typical tongue-in-cheek style and gets consumers recognizing the joy and taste of dairy across consumer newspapers and magazines. The activity complements our advertising activity in cinemas, on catch-up TV, billboards and social media.”

Whether it was a slice of cheesy garlic bread, potatoes oozing with butter or apple crumble with a dollop of cream; the delicious dairy options triumphed over their plain counterparts.

79% stated that just adding a dollop of yogurt or sprinkling of cheese to our dishes makes them more enjoyable.

Speaking on the study, Dr Peter Collett, Behavioural Psychologist, says that, “Generally, people cannot control their brainwaves, so a study like this is a great way to get a more truthful representation of how people feel about dairy.

“Across the four food groups trialed, more than 82% of the preferences were for dairy over non-dairy, with people saying that adding yogurt, butter, cheese or cream made food more ‘moreish’, improved the flavour and added to the texture. Participants also showed notable visible and audible signs of enjoyment, such as touching their mouth and chewing quickly.”

When it comes to what cheese melts our hearts the most, the British public remain loyal to Cheddar, with the majority (52%) crowning it their favourite cheese.

More than just a nation of cheese-lovers, however, the research also shows that Britons can’t get enough of dairy in their lives, with over a quarter (27%) eating ice cream every week, 39% getting a yogurt fix daily and 64% stocking up on butter up to three times a week.

Find out more about our dairy marketing campaign

Dairy makes us happier experiment