Rethinking Cravings: It’s Not Just About Willpower
We often think of sugar cravings as a battle of willpower. If we could just be stronger, more disciplined, more in control… right? But what if cravings aren’t about weakness at all?
Cravings are complex, they’re rooted in biology, shaped by habits, and tied to emotions, culture, and even celebration. When we think about cravings it’s often tied to sweet foods. But sweetness itself is not the enemy. In fact, it’s an innate human preference that’s helped us survive for thousands of years.
It’s time to rethink the role of sweetness/sweet foods and how we respond to cravings with a little more nuance and a lot more self-compassion.
The Science of Sweetness: Clearing the Confusion
There’s a lot of chatter about sugar these days, from “quitting sugar” movements to bold claims that sweeteners make us crave more. But the research tells a more balanced story.
Sweetness is one of the most studied aspects of our diet, yet there’s surprisingly limited evidence linking sweetness exposure directly to weight gain.
Low- and no-calorie sweeteners (LNCS) are some of the most extensively researched food ingredients. When used in place of added sugar, studies show they can support weight management and reduce overall sugar intake.
Ongoing research is exploring how dietary sweetness affects our taste preferences, but current evidence doesn’t support the idea that simply tasting sweet things drives overconsumption.
In short, sweetness isn’t inherently problematic, it’s how we interact with it that matters.
Why Sweetness Matters (and Why It’s Not “Bad”)
Sweetness is more than a flavour, it’s comfort, celebration, and culture. From birthday cake to fruit shared at family gatherings, sweet foods play meaningful roles in our lives.
Demonising sugar often backfires. Labelling it as “bad” can trigger guilt, shame, and cycles of restriction and rebound eating. Instead, we can shift the conversation to balance, understanding, and informed choice.
Sweetness and Biology: Not Just Taste, But Survival
Our preference for sweetness is biological and evolutionary. Sweet-tasting foods once signalled safe and good energy sources. E.g. ripe fruit over bitter (and potentially toxic) plants.
Sweet foods activate dopamine reward pathways in the brain, reinforcing their appeal.
Cultural exposure shapes what we find “too sweet” or “just right”, meaning our preferences aren’t fixed, they’re adaptable.
Can We Change Our Sweet Preferences?
Yes, but not overnight!
Gradual exposure to lower-sugar foods can recalibrate your taste buds over time.
Studies show that small reductions in beverage sweetness, for example, don’t reduce enjoyment and people adjust their preferences naturally.
Taste adaptation is a slow process, but it’s sustainable and effective for long-term change.
Think of it like turning down the volume on your taste buds, they still hear sweetness, just at a calmer, more balanced level.
Balanced Eating to Support Craving Control
Cravings often show up when your body’s out of balance not just emotionally, but nutritionally too.
Meals rich in protein, fibre, and healthy fats can help stabilise blood sugar and reduce the intensity of cravings.
Clients often report fewer sweet cravings when meals are satisfying, diverse in flavour, and well-balanced.
Sugar alone isn’t the problem, a lack of overall dietary balance can significantly increase cravings.
The Role of Low- and No-Calorie Sweeteners (LNCS)
There’s a lot of fear around sweeteners, but research shows they can be helpful tools when used appropriately:
LNCS do not increase sugar cravings when used in place of added sugar.
They can be transitional tools for those working to reduce sugar without losing that sweet taste.
Some people prefer to adjust taste preferences naturally without using sweeteners and that’s okay too.
As always, personalisation is key and one size fits all approach often doesn't work.
Natural Sweetness: Flavour Without the Guilt
Sweetness doesn’t have to come from sugar or sweeteners alone. There’s a whole world of natural flavours that can satisfy a sweet craving:
Roasting vegetables like carrots or pumpkin brings out their natural sugars.
Spices like cinnamon, cardamom, and vanilla enhance perceived sweetness. (These are a personal favourite, if you ever get a chance to try a cinnamon and cardamom spiced pastry they are so good!)
Ingredients like fruit, dairy, nuts, and whole grains offer subtle, complex sweetness in a nourishing way.
Helping people explore these flavours can reduce added sugar without feeling like they’re missing out.
Cravings Are Not About Willpower
Let’s be clear: cravings are not a moral failure. They can be triggered by:
Blood sugar dips (often from skipping meals or imbalanced eating)
High stress or poor sleep
Emotional needs like comfort, boredom, or habit
Recognising the difference between emotional and physical cravings is a powerful first step. From there, we can support clients to respond with curiosity, not criticism and build lasting habits rooted in nourishment, not restriction.
There’s No One Right Way
Every individual is different and so is their relationship with sweetness. Some prefer a structured plan, others prefer intuitive flexibility. Some are open to using LNCS, others aren’t. That’s okay.
What matters most is finding your personal “sweet spot” where flavour, satisfaction, and health come together.
At Harriet Well Nutrition, we believe in a more thoughtful, compassionate way to approach food, one that celebrates flavour, honours culture and celebration, and supports lasting change.
Craving something sweet? You don’t need willpower. You need wisdom, balance, and permission to enjoy food again.
Ready to stop the sugar struggle and find what works for you?
Book a free 15-minute discovery call and let's chat about how you can build a balanced, guilt-free relationship with food, no willpower required.