How food cravings work and what to do if you find yourself hunting for sweet or salty foods

Many of us try to eat more fruits and vegetables and less ultra-processed food. But why is sticking to your goals so hard?

High-fat, sugar-rich and salty foods are simply so enjoyable to eat. And it’s not just you – we’ve evolved that way. These foods activate the brain’s reward system because in the past they were rare.

Now, they’re all around us. In wealthy modern societies we are bombarded by advertising which intentionally reminds us about the sight, smell and taste of calorie-dense foods. And in response to these powerful cues, our brains respond just as they’re designed to, triggering an intense urge to eat them.

Here’s how food cravings work and what you can do if you find yourself hunting for sweet or salty foods.

What causes cravings

A food craving is an intense desire or urge to eat something, often focused on a particular food.

We are programmed to learn how good a food tastes and smells and where we can find it again, especially if it’s high in fat, sugar or salt.

Something that reminds us of enjoying a certain food, such as an eye-catching ad or delicious smell, can cause us to crave it.

The cue triggers a physical response, increasing saliva production and gastric activity. These responses are relatively automatic and difficult to control.

What influences our choices

While the effect of...

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