Cravings Unraveled: Mastering the Science of Biology and Culture
Good afternoon, and we hope you guys are having a great weekend so far! A big topic with many of our nutrition clients is how we can control and limit cravings by manipulating cultural, physical, and emotional variables. We figured it was about time to write a little bit about this because controlling cravings can be the most frustrating roadblock when it comes to your fitness journey.
The cultural aspect of cravings is the hardest to manage, without a doubt. Everyone is exposed to food and beverage advertising daily, and we have no control over that. However, the cultural effects that influence our cravings can be significantly diminished if we arm ourselves with the proper knowledge and tools.
Cravings: A synergistic relationship between Biology and Physiology
Cravings are not merely a product of our imagination. They are intricately linked to our biology and physiology. When you encounter mouthwatering sights and smells, it's your brain's reward system that takes center stage. The brain releases dopamine, a neurotransmitter associated with pleasure and motivation when you indulge in specific foods. This dopamine surge reinforces your desire for those foods, creating a powerful feedback loop.
Beyond the brain, hormones play a pivotal role in regulating hunger and cravings. Leptin, the "satiety hormone," sends signals to the brain when you're full, while ghrelin, the "hunger hormone," intensifies your appetite. The balance of these hormones can be disrupted by cultural factors, such as erratic eating schedules and stress, leading to more frequent and intense cravings.
Everyone has had a moment in the grocery store when you are walking down an aisle and are overcome with cravings for a particular food that you saw in that aisle. These cravings are typically directed towards highly processed foods. I've never seen someone walk into the produce section and intensely crave a cucumber or sweet potato. Unless you have never been exposed to these ultra-processed foods, you will inevitably crave them simply from the sight of the packaging. The food industry spends billions of dollars yearly researching to make these ultra-processed foods highly palatable and hard to resist. For most people, these foods result in everlasting cravings that can be nearly impossible to break.
Cultural and Marketing Forces at Play
Our cultural environment and marketing tactics amplify these biological signals. The constant bombardment of food advertisements, whether on television, social media, or billboards, can stimulate your brain's reward centers, creating a craving response. In this digital age, food delivery apps make it easier than ever to satisfy your desires on a whim.
Convenience culture has normalized the consumption of high-calorie, low-nutrient foods. Fast food chains often offer "supersized" portions, leading to overindulgence, and the availability of sugary snacks everywhere you turn makes it challenging to make healthier choices.
These cravings are only possible to resist if you are from ancient times and have never seen, smelled or tasted these ultra-processed foods. Even though we are relatively powerless when it comes to combating the billion-dollar industry of marketing and food engineering, it is beneficial to recognize the effects that these foods have on you and your decisions. Being armed with this knowledge helps you resist the temptation for a short period but hopefully long enough to make a more thoughtful decision that will positively impact your health.
Empowering Your Nutritional Journey: Actionable Steps
Eat a high protein diet (1 g/lb of body weight or goal weight): Spread out your protein consumption throughout the day or consume a little bit of extra protein before you are in a situation where you feel you will likely succumb to these socially and culturally induced cravings. This will help increase satiety, arguably the most significant determining factor regarding how intensely these cravings affect you.
Eat plenty of fiber (30-40g/day, if possible): Eating more fiber before you are in a situation where you will likely succumb to these socially and culturally induced cravings. This is the second most crucial factor when it comes to craving intensity. If you eat 2-3 servings of fruits and 2-3 servings of vegetables, then you will likely be consuming an optimal amount of daily fiber.
Prioritize sleep (7-9 hours): Regulating your circadian rhythm and getting adequate, regular sleep can help stabilize hormonal imbalances that often lead to cravings. If your sleep is skewed even by an hour or 2, cravings will be much harder to control due to these hormonal imbalances.
Meal Planning: Prepare your meals in advance. Planning your daily food intake can help you make wiser dietary choices and reduce impulsive eating influenced by cultural pressures.
Mindful Eating: Slow down and savor your meals. By paying attention to your body's hunger and fullness cues, you can control portion sizes and reduce overeating. Plan to spend at least 20 minutes at each meal and minimize how often you rush to scarf down food.
Thriving in a Temptation-Driven World
Our cravings are deeply intertwined with biology, physiology, and the culture we live in. By unraveling the science behind these urges and implementing actionable strategies, you can regain control of your dietary choices. The goal isn't deprivation; it is making informed decisions to promote your overall well-being.
Stay tuned for more in-depth insights and guidance as we explore the world of cravings from physical and emotional aspects next. As always, the Hormetic Training Group team supports you on your journey to optimal health and wellness. Click the link below to get a free two-week trial of our nutrition coaching.
