The Science behind Cravings and How to Control Them

Food cravings can serve as a major roadblock in your journey towards healthy eating, but they are not a sign of weakness. Food cravings are the brain’s way of demanding something it has learned to prioritize, whether for pleasure, relief or survival.[1] Learning to have better craving control stabilizes your energy levels and also supports weight management. In this blog, let’s understand the causes, role of hunger hormones, emotional vs. physical hunger including sugar cravings, emotional eating, common types of cravings, science-backed ways to manage cravings and related aspects.

What Causes Food Cravings?

The causes of food cravings can vary widely and can stem from a combination of physiological, psychological and environmental factors.[2] Long gaps between meals or a diet low in protein, fiber, poor sleep, stress, habits and exposure to food cues can influence the desire to eat. For example, during stress, increased production of the hormone cortisol can lead to cravings and emotional eating.

Similarly, inadequate sleep can disrupt your hunger hormones, increasing ghrelin (which stimulates hunger) and decreasing leptin (which signals satiety). This imbalance can lead to cravings, particularly for carbohydrate-rich foods.2 Environmental food cues (smell and sight of favourite foods) may trigger a desire to eat even when you are not physically hungry. Besides, festive occasions or celebrations can also heighten sugar cravings, especially for sweets and comfort foods. Understanding personal triggers can thus form an important part of craving control.

The Role of Hormones in Cravings

• Ghrelin: One of the hunger hormones which stimulate appetite is produced in the stomach and, apart from signaling hunger, facilitates fat storage and regulates blood sugar.[3] The levels of this hormone generally rise before eating and decrease after consumption of food. It activates the brain’s reward pathways, intensifying cravings for high calorie foods when energy levels are low or during inadequate sleep.
• Leptin: This hormone is secreted by the adipose tissue, which is commonly known as body fat. Once released, it circulates in the blood and reaches the brain signaling the brain for satiety after eating and regulates metabolism.3 During fasting or dieting, low leptin levels trigger intense starvation signals and cravings.[4]

It is important to understand that though the body uses several hormones and gut signals to regulate appetite, cravings are not controlled by hunger hormones alone.

Emotional vs. Physical Hunger

Unlike physical hunger, which builds gradually and can be satisfied by almost any food, emotional hunger appears instantly. You tend to crave something specific; it can be sugar cravings or craving for salty foods or both.[5]  It is triggered by stress, boredom, sadness or loneliness. Use the pause and check-in strategy to identify the reason behind food cravings. For example, next time you’re reaching for the packet of salty chips, pause and ask yourself: “Would I indulge in healthy snacking and rather grab a handful of roasted chana with peanuts? If the answer is no, it’s likely not the physical hunger speaking.

Common Types of Cravings and Their Triggers

The two types of food cravings are categorized into primary types -selective and non-selective. Selective cravings are when you desire specific foods, such as potato chips of a certain flavor or a burger from a particular restaurant. Non-selective cravings refer to the general urge to eat, even without a clear preference.[6]  

Secondary types include emotional cravings and hormonal cravings, which are common during menstruation, pregnancy or menopause.

Some common types of food cravings and their triggers are as follows:[7]

7 Science-Backed Ways to Manage Cravings

• Consume nutritionally balanced meals at regular intervals in the day and do not skip meals.
• Avoid opting for hyper palatable or ultra-processed foods high in calories, fat, sugar sodium but low in nutrition (packaged and processed foods like ready to eat noodles, bread, biscuits, etc.) These foods trigger the brain’s reward pathways, making cravings more intense.[8]
• Limit environmental cues that trigger the desire to eat. For example, digital media content highlighting people consuming enormous amounts of decadent meals or viewing food-focused accounts.
• Unlearn the behaviour that associates eating with an event, as it can help reduce cravings. For example, break the habit of eating while watching T.V.
• Practice mindfulness when you experience a craving. Distract yourself, try some breathing exercises, go for a brisk 5-10 min walk or try healthy snacking.8
• Hydrate yourself well, as thirst signals can mistakenly be interpreted as hunger pangs and in turn cause food cravings.[9]
• Prioritize adequate sleep every day as it helps regulate appetite and reduces increased hunger and cravings associated with sleep deprivation.

High-Protein Foods That Help You Stay Full

The high protein foods that can help you feel satisfied for a longer period and reduce cravings include dairy products, pulses, legumes, eggs, chicken and fish. For craving control, pay heed to the following aspects:

• Include a protein source in adequate amounts at every meal as part of a healthy balanced diet.
• Opt for health snacking by incorporating protein rich options such as roasted chana, steamed sprouts, egg, boiled chana/ragda chaat, or yogurt/curd with fruit and nuts instead of unhealthy options.

When Should You Be Concerned?

Occasional food cravings are normal. However, it is better to consult your doctor if you observe the following:[10]

• Uncontrollable eating urges that are accompanied by frequent episodes of bingeing.
• Frequent emotional eating or symptoms like fatigue alongside cravings.
• Severe anxiety or distress about eating habits.
• Unusual cravings for non-food substances, such as ice, chalk, clay etc.

Understanding the triggers that lead to food cravings is more important than trying to suppress them. For craving control, you just need the right foods, a bit of self-awareness and a sustainable plan that is built around regular meals, mindful eating and healthy lifestyle habits.

Author: Nurture Health Solutions

Reference:

[1] The Science of Cravings: Why They Happen and How to Cope. Available at https://renewhealth.com/blog/the-science-of-cravings-why-they-happen-and-how-to-cope/. Last accessed on 18th September 2026

[2] Craving Management: What Is a Craving and How to Manage It. Available at https://chear.ucsd.edu/blog/craving-management-understanding-control-food-cravings-guide. Last accessed on 18th September 2026

[3] Junk food cravings tied to hormones, circadian cycle. Available at https://www.uclahealth.org/news/article/junk-food-cravings-tied-to-hormones-circadian-cycle. Last accessed on 18th September 2026

[4] Understanding Leptin and Ghrelin: The Hunger Hormone Duo. Available at https://nuyumedical.com.au/understanding-leptin-and-ghrelin-the-hunger-hormone-duo/. Updated on 3rd February, 2026. Last accessed on 18th September 2026

[5] Emotional Eating vs Physical Hunger: How to Tell the Difference. Available at https://envigore.com/emotional-eating-vs-physical-hunger/. Last accessed on 18th September 2026

[6] Understanding Food Cravings Symptom: Causes & When to Worry. Available at https://www.medicoverhospitals.in/symptoms/food-cravings. Last accessed on 18th September 2026

[7] Cravings Explained: Common Symptoms and How to Recognize Them. Available at https://www.medicoverhospitals.in/symptoms/cravings. Last accessed on 18th September

[8] Cravings. Available at https://nutritionsource.hsph.harvard.edu/cravings/. Last accessed on 18th September

[9] 8 Effective Ways to Manage Food Craving. Available at https://www.kauveryhospital.com/blog/lifestyle/8-effective-ways-to-manage-food-craving/?_gl=1*k76bsc*_gcl_au*MTU4NjUzNDU0Mi4xNzg4MzQ3Njg3*_ga*OTYwMTAzNjEzLjE3ODgzNDc2ODg.*_ga_1KVR6R94ZC*czE3ODk3OTI3MDQkbzckZzEkdDE3ODk3OTI3MTkkajQ1JGwwJGgw. Last accessed on 18th September

[10] Understanding the Science of Cravings and How to Make Lifestyle Changes to Outsmart Them. Available at https://chear.ucsd.edu/blog/how-to-make-lifestyle-changes-outsmart-food-cravings. Last accessed on 18th September