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Why do humans with access to a widely varied food supply elect to consume fat at levels well in excess of known physiological requirements, even when aware of the potential long-term detrimental effects? Surprisingly, the fundamental reasons for this behaviour have only recently become the focus of directed research. A simple answer ' e.g. 'because it tastes nice' ' raises the more fundamental questions of how the acceptance of these sensory qualities develop, and the extent to which this is inborn or learned.

Fat makes unique but complex contributions to the texture and flavor of foods. might a desire to ingest foods with fat-associated sensory characteristics develop? While there is no evidence for this in humans, experiments suggest that animals may express flavor and texture preferences at birth or soon thereafter.

That explains why we cannot fully satisfy our palate when consuming 'fat free' food. We are conditioned to want fat, need fat in order to feel satisfied.

In addition, some flavor or texture preferences may be acquired through experience with the characteristics of maternal milk. A further challenge to the idea that fat-associated flavors might be inborn is that there are hundreds or thousands of these aromas, which are typically both highly complex and characteristic of specific foods. These lines of evidence suggest that genetically transmitted preferences for fats are unlikely to explain their sensory appeal.

Numerous experiments in animals have shown how the physiological consequences of foods, including subtle nutritional and metabolic effects, can markedly alter sensory preferences. It has recently been shown that human flavour preferences can also be shifted by association of the flavour with a higher fat content of foods.

Consumers concerned about their fat intake may have misconceptions regarding their current or desirable intake levels, and the relative contributions of different food sources. Improved delivery of information about the fat content of foods, and guidance for assessing personal sources and levels of fat consumption may help to overcome such obstacles to successful dietary change.

Base line is, we are programmed to want and need fat in order to feel satisfied, thus, it is wise not to cut out fat completely from our diet, but to take them in moderation.