We all get them. It can be anything from a strong coffee to crunching ice. But are our food cravings trying to tell us something about our health and wellbeing? And how much attention should we pay to them? ‘Cravings are a desire for a specific thing – from exercise and sex to alcohol and cigarettes – and, in the case of food, the craving normally starts with general hunger, which then leads to a focus on what might satisfy you,’ says Jackie Andrade, professor of psychology at the University of Plymouth. It differs from general hunger and thirst. ‘With a craving, you’ll conjure up images about a food, think about the taste or smell and how much you’ll enjoy eating it. When you devote attention to it, it’s distracting you from other things, that is the craving.’ But why are they often so specific?
Why am I so desperate for chocolate come 4pm?
Your energy has evaporated, and if you don’t have chocolate in the next 10 seconds you’re going to collapse. OK, so you know you won’t, but the thought of that delicious mouthful does seem as if it would kick-start your mojo, lift the fog and get you back in the zone. But there are a few reasons why 4pm triggers a slump.
‘If you don’t eat much protein and fat and have lots of carbs for lunch, then about 4pm is when you’ve converted that to energy and need more,’ says Professor Andrade. Switch to a lunch that includes nuts (almonds are great), eggs, dairy or oats. Another possibility is your set-time craving is just part of your routine: if you always have a cup of tea at 3pm, and you notice your mug is empty around that time, then focusing on this habit is the next step. ‘Change the narrative,’ says Professor Andrade. ‘Step outside and call a friend for five minutes, work in a different spot or arrange a meeting for that time to help you divert the habit.’ Lastly, consider that you’re tired and bored – not uncommon at the end of a working day. ‘You have things to do, but you’re devoting your energy to the craving, making the tasks at hand more onerous,’ says Professor Andrade. ‘Distraction from the craving is better than giving in – especially if giving in causes problems like putting on weight.’
How come some people fancy sweet, others savoury?