Research by ‘The Department of Dairy Related Scrumptious Affairs’ has revealed adding dairy to meals causes a ‘pleasure surge’ of 27 per cent.
As part of the Dairy UK and AHDB consumer marketing campaign, a study looked into people’s response to food with and without dairy.
Participants’ brainwaves were measured using headbands and a body language expert monitored their micro-expressions.
The results also showed 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 have 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.”
And whether it was a slice of cheesy garlic bread, potatoes oozing with butter or apple crumble with cream dairy options triumphed over their plain counterparts.
79 per cent stated adding a dollop of yogurt or sprinkling of cheese to dishes makes them more enjoyable.
Dr Peter Collett, Behavioural Psychologist, said: “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 per cent 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.”