🍫 The Psychology of Cravings: Why They Happen & How to Address Their Root Causes

You know the feeling, that late-afternoon urge for chocolate, or the irresistible pull of crisps after a long day. Cravings can feel frustrating or even guilt-inducing, but here’s the truth: your body is trying to tell you something. 

Instead of viewing cravings as weakness, let’s explore the psychology of cravings, and how biology, nutrition, and emotion all play a role in what (and when) you crave. 

🧠 Why Do Cravings Happen? 

Cravings are multi-layered messages, shaped by your brain chemistry, hormones, gut bacteria, and even emotional state. When we understand their root causes, we can respond with curiosity instead of judgment. 

Here are some of the main drivers behind your cravings: 

⚡ 1. Blood Sugar Imbalances 

When your blood sugar dips, your brain sends urgent signals for fast fuel, usually sugar or refined carbs. Skipping meals, eating too little protein, or relying on caffeine can all trigger this rollercoaster. 

Solution: 

✔️ Include protein and fibre at every meal. 

✔️ Avoid long gaps without food. 

✔️ Pair carbs with fats (like apple + nut butter) to stabilise energy. 

💌 2. Hormonal Fluctuations 

Cravings often peak before menstruation or during times of hormonal stress. Progesterone and serotonin dips can drive the desire for comfort foods, especially those that boost mood temporarily. 

Solution: 

✔️ Support hormone balance with omega-3s, B vitamins, and magnesium. 

✔️ Honour cyclical changes instead of fighting them, you may simply need more nourishment. 

🦠 3. Gut Microbiome Signals 

Your gut microbes can influence your food choices. Some bacteria actually crave sugar and send chemical signals to your brain to get it. 

Solution: 

✔️ Feed your beneficial bacteria with prebiotic fibres (onions, oats, garlic, leeks). 

✔️ Include fermented foods to support microbial balance. 

😣 4. Stress, Cortisol & Comfort 

When we’re stressed, the body releases cortisol, which increases appetite and craving for high-energy foods. Emotionally, we also reach for food to soothe or ground ourselves. 

Solution: 

✔️ Identify the craving behind the craving, is it comfort, calm, or connection? 

✔️ Practise mindful pauses: take a breath, acknowledge your emotion, and choose consciously. 

💭 5. Restriction & “All-or-Nothing” Thinking 

If you’ve labelled certain foods as “bad,” your brain may want them even more. Deprivation increases desire. 

Solution: 

✔️ Remove moral language around food. 

✔️ Incorporate balanced indulgence, not perfection. 

🌿 Cravings as Communication 

Every craving has a message: 

🍫 Chocolate → low magnesium or stress 

🥖 Bread → serotonin or comfort needs 

🥑 Fatty foods → hormone support 

🍟 Salty snacks → adrenal or hydration imbalance 

Rather than judging the craving, get curious about what it’s trying to say. 

🧘‍♀️ Mindset Strategies for Craving Awareness 

• Pause before reacting. Ask: “What do I really need right now?” 

• Stay hydrated. Thirst can mimic hunger or sugar cravings. 

• Prioritise rest. Poor sleep drives ghrelin (hunger hormone) up and leptin (satiety hormone) down. 

• Practise self-compassion. Cravings are not moral failings, they’re messages from your biology. 

  
  

💬 The Psychology of Cravings

When we understand the psychology of cravings, we can respond with awareness, not guilt. Your body isn’t betraying you, it’s asking for balance, nourishment, or emotional rest. 

Listen with curiosity, feed yourself with intention, and remember: healing often begins with understanding the signals your body sends. 

Book Your Complementary Call Today

 to explore how your cravings connect to your hormones, digestion, and mindset and how to find balance from the root up.