Recent research reveals that a significant 64% of Americans feel the nation is grappling with a serious “obsession problem,” wherein individuals find an array of topics to fixate on.
A survey involving 2,000 U.S. adults indicated that a majority are consumed by thoughts of food (65%) and health and fitness (55%).
Among food-related obsessions, popular trends include air frying (46%), zero-sugar beverages (45%), and snacks marketed as healthy (44%). Other notable obsessions mentioned are proteinmaxxing (28%) and fibermaxxing (11%).
Similarly, in the health and fitness arena, many respondents reported preoccupations with GLP-1 medications (57%), tracking calories consumed or burned (54%), and scrutinizing health technology data (43%).
The study, commissioned by Pancho’s Cheese Dip and conducted by Talker Research, found that 68% of participants believe Americans would overall be happier if they didn’t fixate on their diets or nutrition. Furthermore, 77% agree that food should be primarily enjoyable.
Interestingly, 37% of individuals actively attempt to resist current societal trends, while 57% express frustration over being told what they should or shouldn’t consume.
Many people equate the pleasure of indulging in their favorite foods without guilt to relaxing on the beach (38%), experiencing a moment of intimacy (21%), dismissing health influencers (16%), binge-watching movies (12%), or even their wedding day (9%).
Over 60% feel worn out from trying to keep pace with the latest food and wellness trends (62%) or from skipping their favorite foods simply to shed a few pounds (61%).
Nearly a quarter (23%) of participants reported feeling guilty or judged when indulging in their preferred not-so-healthy meals.
Seventy-three percent of individuals wish there were certain health or food-related obsessions they could eliminate permanently. Common responses included protein smothering, calorie counting, GLP-1 use, and intermittent fasting.
One survey participant expressed a desire to eradicate the notion of “extreme crash dieting,” which involves drastically restricting caloric intake or eliminating specific foods or groups to achieve rapid weight loss.
Many respondents attribute their food and health obsessions to social media influencers (57%), aggressive advertising campaigns from companies (46%), and celebrity endorsements (41%).
According to Lindsay Amundson, VP and Head of Marketing at Pancho’s Cheese Dip: “It feels like everyone is striving to ‘maxx out’ every aspect of their lives. We believe there’s really only one thing worth ‘maxxing’— fun. Relish your favorite foods, savor life, and stop overthinking.”
When presented with various choices, the survey revealed that most people prefer casual snacking and socializing over engaging in health-centric activities.
For example, nearly two-thirds (64%) opted for a margarita on the patio instead of a post-gym protein shake (36%). In addition, 92% preferred sharing their favorite foods with friends rather than attending group spin classes (8%).
Moreover, 65% said they’d rather escape their problems than participate in a 5k run (35%).
Queso emerged as a standout “I don’t care if it’s unhealthy, I’m eating it anyway” food, garnering 12% of the votes. It proved particularly popular among Gen Z and individuals from the Southwest. Notably, 54% of younger Americans preferred chips and queso over chips and guacamole (46%).
Half of Gen Z participants conveyed their love for queso to the extent that they would likely drink it through a straw.
Many consider queso an essential item during social events like Taco Tuesdays (49%), Super Bowl Sunday (45%), Cinco de Mayo (44%), game nights (33%), and gatherings with friends (31%).
Amundson adds, “Food should be a source of joy and appreciation. By letting go of what you ‘should’ be doing, you can stay more present and fully enjoy the experience.”
ENJOYING YOUR FAVORITE FOODS WITHOUT GUILT IS LIKE:
1. Relaxing on a beach 38%
2. Sex/having an orgasm 21%
3. Giving the middle finger to health influencers 16%
4. Finishing a movie marathon 12%
5. Getting married 9%
6. New Year’s Eve 1999 8%
7. Having kids 7%
8. Completing a marathon 7%
9. Receiving an iPod for the first time 6%
Research methodology:
Talker Research conducted an online survey with 2,000 American residents who have internet access between April 10 and April 16, 2026, as commissioned by Pancho’s Cheese Dip. A link to the questionnaire can be found here.
