Unlike robots, consumers have feelings. And, their mood for the day can dictate how much or how little they indulge.

New research from Foodmix Marketing Communications, Elmhurst, Ill., revealed that even America’s healthiest eaters cave into indulgences based on their emotional states. In fact, 40% of U.S. food brand lovers who rated their daily diet as extremely healthy agreed with the statement, “When I’m feeling down, I eat something indulgent to make me feel better.”

In a food culture where most Americans are trying to eat healthier, the findings show that America’s love affair with indulgent foods has reached even the most disciplined group of eaters.

“For those in the food business, the takeaway is that consumers’ need to indulge has permeated the food culture, and is unlikely to diminish any time soon,” says Bill Sherman, director of research for Foodmix. “Even organic supermarkets and health-oriented restaurants should offer some indulgent foods, perhaps in smaller portions, to capitalize on the growing indulgent factor in America’s food culture.”

See the charts here!