Generation X was the first American generation to grow up surrounded by ultra-processed foods. From childhood, they were exposed to products rich in sugar, fat, salt, and artificial flavourings, all designed to make people crave more. These foods became a regular part of everyday life at a time when eating habits were forming. A new study shows that 21 per cent of women and 10 per cent of men from Generation X and the youngest Baby Boomers—those now in their fifties and early sixties—meet the criteria for addiction to ultra-processed foods. In comparison, only 12 per cent of women and 4 per cent of men aged between 65 and 80 show similar signs. This difference suggests that growing up in an environment full of such products may have lasting effects.
The research, published in the journal Addiction by the University of Michigan, used data from more than 2,000 older Americans who took part in the National Poll on Healthy Aging. The study, supported by Michigan Medicine, explores how addiction to processed foods differs between generations and how it relates to health and wellbeing. It shows that those who were children when fast food and ready-made snacks became common are more likely to struggle with these foods later in life. The findings build on earlier work that linked diets high in processed food to obesity, chronic illness, and even premature death.
To measure addiction, the researchers used the modified Yale Food Addiction Scale, a questionnaire adapted from substance use tests. It asks about cravings, failed attempts to cut back, withdrawal symptoms, and avoiding social activities because of overeating. In this case, the addictive “substance” is not alcohol or tobacco but items like sweets, fried foods, and sugary drinks. The study highlights how these products, engineered for maximum pleasure, can trigger the same brain pathways as drugs. Lead researcher Lucy K. Loch said the study helps fill a gap in understanding food addiction among older adults, especially since they grew up during a major shift in the American food system.
The research also revealed apparent differences between men and women. While traditional addictions such as alcohol or smoking are more common among men, ultra-processed food addiction affects more women. One reason could be how food companies targeted women in the 1980s with “diet” products—low-fat biscuits, microwave meals, and snacks promoted as healthy options. These foods often replace fat with sugar and refined carbohydrates, creating stronger cravings. Professor Ashley Gearhardt, who leads the University of Michigan’s Food and Addiction Science & Treatment Lab, noted that women who are now in their fifties and sixties were heavily exposed to these marketing trends during key stages of their lives.
The study also found links between addiction, health, and social factors. Women who thought they were overweight were eleven times more likely to show signs of addiction than those who felt their weight was normal. For men, the figure was nineteen times higher. People with poor mental or physical health were also far more likely to be affected, as were those who often felt lonely or isolated. The researchers believe that individuals who see themselves as overweight are especially vulnerable to “health-washed” processed foods—products marketed as low-fat or high-protein but still made to encourage overeating. These false health claims may worsen cravings, especially for women under social pressure to control their weight.
Looking ahead, the study raises concerns about the long-term effects of growing up surrounded by ultra-processed foods. Generation X is the first to live almost entirely within this modern food environment, but younger generations may face even greater risks. Today’s children and teenagers get an even higher share of their calories from ultra-processed products than their parents did, suggesting future rates of addiction could rise further. Professor Gearhardt warned that early intervention will be vital. Just as with alcohol or tobacco, teaching healthy habits and reducing exposure early in life may be key to preventing addiction later on. The findings serve as a warning about how deeply modern diets have changed—and how the consequences of those changes may continue for generations.
More information: Lucy K. Loch et al, Ultra-processed food addiction in a nationally representative sample of older adults in the USA, Addiction. DOI: 10.1111/add.70186
Journal information: Addiction Provided by The Michigan Medicine – University of Michigan
