Study: Food tastes better in front of the TV
October 23, 2025
food
Research into the nation’s snacking habits has revealed the sofa to be place Brits enjoy eating most. A significant 90 per cent of participants said they enjoyed food most when relaxing in front of the TV, compared to other places, such as the kitchen (29 per cent), alone in their car (30 per cent), or sitting at their desk (26 per cent).
Eight in ten (81 per cent) believe that food tastes better in places that bring us comfort and joy, and UK scientist Charles Spence, from Oxford University, who was involved in the study, says there is a reason why…
“When we eat something that we really enjoy, our brain releases the feel-good chemical, dopamine. At the same time, our circumstances also play a significant role in how our brains perceive taste, and the research has shown that everything tastes better when we are in a good mood. For example, lying alone on a comfy sofa when your to-do list is done makes food tastier, while being stressed can change that significantly,” explained Spence. “While we can’t literally taste the atmosphere, eating in a place that’s set up to our preferences can alter the taste of food by 15-20 per cent. Studies have proved that everything from the colour and brightness of the lighting, the temperature of the room, the softness of the sofa we are sitting on, or even the feel of the clothes we are wearing affects both the taste of food and our enjoyment of a snacking experience.”
Te perfect sofa snacks, for ultimate happiness, were revealed as chocolate (64 per cent), cheese and onion crisps (36 per cent), chocolate biscuits (35 per cent) and ready salted crisps (32 per cent) according to the poll. Nuts (24 per cent), crackers and cheese (24 per cent) and cheese on toast (24 per cent) are also optimum foods to enjoy while on the sofa, as is take-away pizza (19 per cent), according to the study by milkshake makers Shaken Udder.
Dramatic (28 per cent) or comedic (27 per cent) films are considered to be the best entertainment to eat snacks during, while having the curtains closed (19 per cent), being with friends (18 per cent) and silence (14 per cent) help to set the mood.
Spence added: “While many of us like to snack alone as a moment of me-time, the old adage ‘sharing is caring’ does ring true as eating with our favourite people can make the experience more enjoyable. Research shows that social bonding can reduce stress and make food taste better.”
A Shaken Udder spokesperson, commented on the findings, added: ‘One thing we can all agree on is that snacks taste best when life feels good. From grabbing a pick-me-up at 3pm, to sharing something tasty with your best mate, the atmosphere is just as important as the food.”