The expert explained the effect of hunger on unnecessary purchases

Going to the store on an empty stomach can result in unplanned expenses and an increase in the final receipt. Olga Matveeva, financial consultant for X5's Package service, told Izvestia about how hunger affects consumer behavior and why there are extra products in the basket.

According to the expert, one of the key factors is ghrelin, the so—called hunger hormone. It is produced when the stomach is empty, and affects the areas of the brain responsible for the feeling of reward. As a result, people tend to replenish energy faster and more often choose high—calorie and nutritious foods — snacks, pastries, fast food - instead of pre-planned goods.

In addition, hunger reduces the ability to plan for the long term and increases the craving for instant gratification. Instead of a well-thought-out shopping list, attention shifts to what you can eat right away.

"Shopping in this condition does not reflect real needs, but the desire to relieve discomfort as quickly as possible. In addition, insufficient sleep, stress, and haste reinforce impulsive decisions. As a result, the grocery basket is filled with spontaneous purchases, and the final receipt is higher than expected," Matveeva said.

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Another feature is the desire for diversity, the specialist added. When hungry, customers are more likely to pay attention to bright packaging and new products, even if they usually stick to familiar brands.

"Often, the cost of goods is not as important as getting emotions from eating delicious foods. This behavior creates a feeling of greater satisfaction from the choice, but in practice it leads to an increase in the number of purchases and an increase in the cash receipt," said the financial consultant.

To maintain control over the budget, the expert recommends making a shopping list in advance and sticking to it, limiting the time spent in the store, and allocating a small amount for unplanned desires, such as 300-500 rubles.

Yulia Tarasova, an expert on consumer behavior at the Orange payment service, said on February 17 that the family budget needs to be controlled by planning expenses by category, analyzing them, and setting limits. The main advantage of this approach lies in its adaptability to personal needs in different time periods.

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