Is Gen X's Processed Food Habit Killing Their Health?
Generation X’s addiction to ultra-processed foods (UPFs), a legacy of their childhood exposure to heavily marketed convenience snacks and fast foods in the 1970s and 1980s, is now linked to serious health issues including gut problems, stroke risk, cancer, and premature death. Research shows Gen X has higher rates of UPF addiction compared to smoking or alcohol, with symptoms like cravings, withdrawal, and social isolation due to overeating. This addiction was fueled by societal shifts, including working parents and the rise of microwaveable meals, as well as aggressive marketing of "diet" UPFs in the 1980s and 1990s that disproportionately affected women. In Malta, the Mediterranean diet offers a healthier alternative rooted in fresh, local ingredients like seafood, olive oil, and sun-ripened produce. However, global food trends have introduced UPFs into Maltese culture, contributing to rising obesity rates. By embracing traditional recipes and locally sourced foods such as gbejna cheese
Why Gen X's Food Habits Could Be Hurting Their Health – And What We Can Learn in Malta
Ultra-processed foods (UPFs) have long been a convenient solution to busy lifestyles, but they’re increasingly being linked to serious health issues. A recent documentary on Channel 4, "Licensed to Kill," featuring Joe Wicks and Dr. Chris Van Tulleken, made headlines by showcasing the harmful effects of industrially produced edible substances. The duo created a fake protein bar packed with sweeteners, chemical flavorings, and preservatives—ingredients commonly found in UPFs—which they linked to health problems such as gut issues, increased stroke risk, cancer, and even premature death. While these revelations alarmed many, one group should be paying extra attention: Generation X.
Sandwiched between Baby Boomers and Millennials, Gen X grew up surrounded by a food culture dominated by UPFs. According to research from the University of Michigan, this generation was the first to experience heavy exposure to processed foods during childhood, and the consequences are stark. The study found 21% of women and 10% of men in Gen X meet criteria for addiction to UPFs—far higher than addiction rates to smoking (4%) or alcohol (1.5%). This addiction is marked by strong cravings, failed attempts to cut back, withdrawal symptoms, and even social isolation due to overeating.
If you’re unfamiliar with the term "ultra-processed foods," it’s worth understanding the Nova food classification system developed by researchers at the University of São Paulo, Brazil. Foods are categorized into four groups based on their level of processing. The healthiest options, like fruits, vegetables, fish, eggs, and fresh milk, fall under unprocessed or minimally processed foods. Processed foods, such as pickles and jams, combine these with basic ingredients like salt or sugar. Ultra-processed foods, on the other hand, are laden with artificial preservatives, emulsifiers, sweeteners, and other ingredients rarely found in home kitchens. Think ready-made meals, packaged snacks, and soft drinks.
In Malta, the Mediterranean diet has always been a cornerstone of healthy eating, celebrated for its emphasis on fresh, minimally processed ingredients. However, as global food trends have crept into Maltese culture, UPFs have increasingly found their way onto supermarket shelves and into our homes. For Gen X, the issue stems from their formative years. During the 1970s and 1980s, brightly packaged snacks, fast food, and convenience meals were not only widely available but heavily marketed as "fun" and "family-friendly." These engineered, hyper-palatable products shaped lifelong eating habits, making them difficult to resist even decades later.
The latchkey generation, as Gen X is often called, also faced unique societal shifts. With both parents increasingly working outside the home and extended families often living farther apart, children frequently fended for themselves when it came to meals. This meant microwaving frozen French bread pizzas, snacking on Pop-Tarts, or indulging in processed treats like Findus Crispy Pancakes after school. As nutritionist Rob Hobson explains, these habits led to poor dental health, weight gain, and now, midlife metabolic issues such as cardiovascular risks.
In Malta, where family meals and traditional cooking are central to the culture, there’s an opportunity to learn from Gen X’s challenges. By prioritizing fresh, local produce and traditional recipes, we can counteract the influence of UPFs and preserve the island’s culinary heritage. Malta’s abundance of fresh seafood, olive oil, and sun-ripened fruits and vegetables offers a perfect foundation for a healthy lifestyle.
The rise of UPFs wasn’t just a matter of convenience; it was driven by economic and technological forces. In the late 20th century, fears of widespread famine in the US led to the creation of calorie-dense, nutrient-poor industrial food products. Tobacco companies even entered the food industry, applying their marketing tactics to promote addictive processed foods. By the time nutritional standards were introduced in the 1990s, the damage to Gen X’s health had already been done.
Adding insult to injury, the 1990s saw a wave of fad diets targeting Gen X, particularly women. Promised quick fixes ranged from detox diets to the cabbage soup diet, food-combining regimens, and the Atkins diet. While marketed as solutions, these diets often exacerbated unhealthy relationships with food. As one woman recalls, “I was so hungry I’d break and just stuff my face.” Another describes passing out at the gym while attempting a cabbage soup diet.
The aggressive marketing of "diet" UPFs in the 1980s further complicated matters. Low-fat cookies, fat-free yogurts, and sugar-free sodas were marketed as health foods, but their engineered nutrient profiles often reinforced addictive eating patterns. This disproportionately affected women due to societal pressures around weight.
In Malta, where obesity rates are rising, these lessons are particularly relevant. While fad diets and processed "diet" foods may offer quick fixes, the long-term solution lies in embracing a sustainable, Mediterranean lifestyle. Locally sourced foods like Maltese bread, gbejna cheese, and fresh fish can help reduce reliance on UPFs while supporting physical and mental health.
The enduring popularity of UPFs—making up 60% of the average UK diet—underscores their addictive nature. For Gen X, their ubiquity has led to widespread health issues, but the same risks now threaten younger generations. Malta has the advantage of a vibrant dining scene, where restaurants increasingly focus on fresh, wholesome ingredients. Whether you’re dining in a traditional village eatery or exploring innovative health-focused menus in Valletta, there’s an opportunity to choose better, healthier options.
Health professionals are also stepping up. In the UK, psychologists and researchers are working to wean healthcare workers off UPFs by offering one-on-one coaching, group support, and behavior change strategies. These efforts show that breaking the cycle of UPF addiction requires more than willpower—it demands systemic change and education.
For Malta, the takeaway is clear: we must protect and promote our culinary heritage, prioritizing fresh, local ingredients over convenience foods. Restaurants, home cooks, and policymakers all have a role to play in curbing the rise of UPFs and safeguarding the nation’s health. By embracing our Mediterranean roots and rediscovering the joy of cooking from scratch, we can ensure a healthier future for generations to come. Gen X may be struggling with the effects of decades of poor food choices, but Malta has the tools—and the culture—to do better. Let’s start today.