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According to new research, 64% of Americans believe the nation has a serious “obsession problem,” where people will find anything to obsess over.
The poll of 2,000 U.S. adults found that over half obsess over food (65%) and health and fitness (55%).
Food obsessions include everything from air frying (46%), zero-sugar drinks (45%), and snack foods advertising themselves as healthy (44%). Proteinmaxxing (28%) and fibermaxxing (11%) were also trends that people have noticed.
Similar obsessions can be found in the health and fitness space: GLP-1s (57%), counting calories consumed or burned (54%), and analyzing health tech data (43%).
Meanwhile, the study commissioned by Pancho’s Cheese Dip and conducted by Talker Research, found 68% believe America would be a lot happier if people didn’t obsess over their health or over their food. And 77% believe food should be fun.
In fact, 37% actively try to be “counterculture” to whatever people are obsessing over, and 57% are sick and tired of being told what they should or shouldn’t be eating.
People compared the feeling of enjoying their favorite food, guilt-free, to relaxing on the beach (38%), having an orgasm (21%), giving the middle finger to health influencers (16%), finishing a movie marathon (12%), and their wedding day (9%).
Over six in 10 said it’s exhausting to try and keep up with the latest health and wellness food fads and obsessions (62%) or to try and avoid foods they like just to lose a couple of pounds (61%).
Nearly a quarter (23%) said they frequently feel guilty or judged when they eat their favorite, not-so-healthy foods.
Seventy-three percent shared there’s at least one health or food-related obsession or fad they wish they could permanently remove from people’s minds forever: adding protein to everything, calorie counting, GLP-1s, and intermittent fasting were popular choices.
One particular respondent said they’d like to get rid of “extreme crash dieting” — restricting calories and/or excluding certain foods or food groups with the goal of losing weight rapidly.
People believe obsessions over health and fitness or their food come from social media influencers (57%), companies pushing ad campaigns (46%), and celebrities (41%).
“People feel like they have to ‘maxx out’ every part of their lives right now,” said Lindsay Amundson, VP, Head of Marketing at Pancho’s Cheese Dip. “We think there’s really only one thing worth ‘maxxing’— fun. Enjoy your favorite foods, enjoy your life, and don’t overthink it.”
Across multiple different scenarios, the survey found that many people would rather enjoy snacking and hanging out with their friends than take on health-focused activities.
Close to two in three (64%), for instance, said they would rather have a margarita on the patio than a protein shake after the gym (36%). And 92% rather share their favorite foods with their friends than go to group spin classes (8%).
Sixty-five percent said they would rather run away from their problems than run a 5k (35%).
Queso was also found to be one of the ultimate “I don’t care if it’s unhealthy, I’m eating it anyway” foods, receiving 12% of the popular vote. Queso was found to be most popular amongst Gen Zers and Americans living in the Southwest. And 54% of younger Americans said they would rather have chips and queso than chips and guac (46%).
Half of Gen Zers said their love for queso is so high that they’d even be likely to drink it through a straw.
And many believe queso is an essential food or snack during Taco Tuesdays (49%), Superbowl Sunday (45%), Cinco de Mayo (44%), game nights (33%), and hosting friends (31%).
“Food really should be something you enjoy and appreciate,” continued Amundson. “When you stop focusing on what you think you ‘should’ be doing, you can be more present and get ‘maxx’ enjoyment out of the experience itself.”
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. Finishing a marathon 7%
9. Getting an iPod for the first time 6%
Research methodology:
Talker Research surveyed 2,000 general population Americans who have access to the internet; the survey was commissioned by Pancho’s Cheese Dip and administered and conducted online by Talker Research between Apr. 10 and Apr. 16, 2026. A link to the questionnaire can be found here.
