Summer seeks salad: Season-dependent modulation of food cravings in response to food images

Seasonal shifts in food preferences and consumption have commonly been studied through consumer behaviour and self-reported eating habits. However, few studies have examined how these changes manifest at the level of seasonal food images. Here, we investigated whether visual responses to seasonal foods vary across the year, using ratings of craving and pleasantness. Participants located in the United Kingdom or Ireland rated summer-associated, winter-associated and non-seasonal foods either in summer, spring or winter. Results revealed a marked increase in craving for summer foods during the summer months, while pleasantness ratings showed little seasonal variation, suggesting that seasonal effects were specific to food-related craving rather than visual evaluation. Craving for summer-associated foods was modulated by seasonal context, whereas craving for winter-associated foods remained relatively consistent. In addition, greater self-reported seasonal sensitivity was weakly associated with stronger summer food craving in the summer sample. These findings indicate that seasonal effects on image-based food cravings, in the absence of multisensory cues, may depend on food characteristics and their alignment with seasonal context. The results may inform the seasonal design and marketing of food imagery.