A survey of 2,000 adults revealed that over a third (38%) are reluctant to share their snacks, with 39% relating to the famous catchphrase from the 90's sitcom Friends: "Joey doesn't share food! ". A fifth (22%) have even used the phrase when someone has tried to take some of their meal. The main reasons for not sharing include not wanting others to touch their food (50%) and wanting to enjoy what they paid for (40%).
However, 17% of those who don't usually share would be more willing if they could control exactly how much they give away. Krispy Kreme, which commissioned the research to launch its Friends-inspired doughnut range, collaborated with psychologist Dr Rachel Taylor, who emphasised the benefits of sharing food. She said: "Sharing food and eating together have deep-rooted social and neuropsychological benefits.
Eating together triggers positive feelings of trust and empathy - a primal need that evokes safety and comfort from years of evolution. Research has shown that after a food-sharing event, circulating oxytocin levels, also known as the love hormone, increase, so when we share food our brains associate it with social bonding and feelings of belongingness. You could say food sharing is quite literally sharing the love.
" "Looking specifically at sweet treats, like doughnuts, there's the added benefit of the brain seeing it as a reward - so when we share these, or see someone else sharing a sweet treat, our mirror neurons allow us to empathise and build stronger c.