New research by Kiel University, Germany, has shown that unhealthy food is widely associated with being tasty, and taste is the main driver of food decisions.

Even though some health-conscious people modified their behavior slightly when given better information on the product, both the informed and uninformed unhealthy people expressed firm opinions that the less healthy yogurts were tastier. It was this tastiness factor that, in the end, drove the decision-making for both healthy and unhealthy people, and it could not be overcome simply by raising health consciousness.
The authors concluded, "Policy planners must instead find ways to make healthy foods more appealing, by improving the actual taste as well as the packaging and marketing, and by investing in social campaigns which work on consumer's emotions and encourage a sense that healthy eating is 'cool' and prestigious. Overall, a holistic approach is urgently needed to find mutually beneficial strategies to combat the world's alarming obesity epidemic."
The study has been published in the Journal of Public Policy and Marketing.
Source-Medindia