Cravings can feel like a noisy radio in the background. Sometimes it’s a quiet hum, easy to ignore, and other times it’s so loud it grabs all your attention. But cravings aren’t a sign that something is wrong. They’re simply signals from your body or brain, like a message being broadcast. The goal isn’t to turn the radio off completely but to turn the volume down to a level you can manage.

Cravings are a normal part of life. By understanding why they happen, you can take control and make choices that work for you.

What causes food cravings?

Cravings aren’t just about hunger. They can be triggered by physical, emotional, and environmental factors. Here are some of the main causes:

1. Physical triggers

• Energy needs: When your body senses a lack of energy (like after skipping meals), it drives you to seek high-energy foods, like those high in sugar or fat.
• Blood sugar dips: Low blood sugar can trigger cravings, often for quick-energy foods like sweets or sugary drinks.
• Hormonal changes: Hormones like ghrelin (which makes you feel hungry) and leptin (which signals fullness) can impact cravings.
• Dehydration: Sometimes, thirst can be mistaken for hunger, leading to cravings.

2. Emotional triggers

• Stress and emotions: Feeling stressed, bored, or upset often pushes us to seek foods that bring comfort. These might be foods linked to happy memories, like sweets, fried snacks, or traditional treats.

3. Environmental triggers

• Smells, sights, and sounds: The smell of fresh bread, a fast-food advert, or seeing others eat can all trigger cravings.
• Social events: Parties, family dinners, and social gatherings often involve food, making it easy to snack without realising.

4. Habitual triggers

• Routines and habits: If you always snack while watching TV, your brain links the activity with food. Over time, the activity itself becomes a trigger for cravings.

Why do we crave ultra-processed foods?

Ultra-processed foods are designed to be irresistible. Manufacturers create a “bliss point,” a perfect mix of sugar, salt, and fat that lights up the brain’s reward system. This triggers the release of dopamine, the "feel-good" chemical. The more dopamine released, the more your brain wants to repeat the experience.

This cycle explains why you may crave crisps, chocolate, or fast food — but not broccoli. The intense flavours and textures of processed foods make them more appealing, especially when you’re tired, stressed, or bored.

How to overcome food cravings

Cravings don’t have to control you. Here are some practical strategies to manage them:

1. Eat balanced meals

• Eating balanced meals keeps your blood sugar stable, reducing cravings later on.
• Combine protein, healthy fats, fibre-rich carbohydrates, and vegetables to feel satisfied for longer.
• For example, swap a sugary snack for a handful of nuts with fruit or whole grain toast with hummus.

2. Stay hydrated

• Thirst is often mistaken for hunger.
• Drink water throughout the day. If a craving strikes, have a glass of water first and wait a few minutes — the craving may pass.

3. Plan and prepare

• Plan meals and snacks in advance so you’re less likely to make impulsive food choices.
• Keep healthier alternatives on hand, like fruit, unsweetened yoghurt, vegetable sticks with hummus, or whole grain crackers.

4. Identify emotional eating

• Before giving in to a craving, pause and ask, "Am I actually hungry, or am I feeling stressed or bored?"
• If it’s emotional hunger, try another activity, like going for a walk, listening to music, or talking to a friend.

5. Change your environment

• If you don’t keep processed snacks at home, you’re less likely to eat them.
• Store healthier snacks where they’re easy to see and access, like fresh fruit on the counter or pre-prepped veggie sticks in the fridge.

6. Practise mindful eating

• If you choose to indulge, do it mindfully.
• Sit down, focus on every bite, and enjoy the taste and texture. This approach helps prevent overeating and removes feelings of guilt.

7. Break the habit loop

• Identify the situations where you crave certain foods (like eating crisps while watching TV).
• Swap the habit for a healthier option, like air-popped popcorn, herbal tea, or fresh fruit.

Shift your mindset

Many people believe cravings are a sign of failure or lack of willpower, but that’s not true. Cravings are normal and don’t mean you’ve done something wrong.

By shifting your focus from "resisting" cravings to managing and understanding them, you gain more control. Food cravings are like habits — and habits can be changed. Over time, you’ll find it easier to make choices that support your goals.

Conclusion

Cravings are part of being human. They’re not a sign of weakness, and they don’t have to derail your goals. By learning why cravings happen and using strategies to manage them, you can feel more in control.

Over time, cravings for ultra-processed foods often fade as you shift towards whole, nutrient-rich meals. Your taste buds adapt, and you may find you prefer fresh, natural foods.

Patience is key. Habits don’t change overnight, but with every healthier choice you make, you build confidence and control. Celebrate each win — big or small — and know that every step forward counts.

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