It's all to do with our habits, says Tim Bean of Total Physique Management, a nutrition and personal training consultancy. "Once a habit is established, whether it's smoking, or always covering your salads in olive oil, you are comfortable with it, and to change your behaviour and take that habit away is quite difficult. We're very insecure about taking things away from our lives because we fear that it will leave a void - 'What will I do if - I can't have a chocolate bar at 4pm?' unless we have an acceptable substitute for it.