The Science Behind Taste Buds: Why Do We Crave Certain Foods?
- Piece of Cake Staff
- Mar 27
- 7 min read
Written by Lindsay Grohs
We’ve all been there, desperately craving a gooey brownie, a cheesy pizza, or a bowl of creamy ice cream. Food cravings are more than just random urges. They’re deeply rooted in biology, psychology, and our emotions. Continue reading for some insight into why we crave certain foods and what our taste buds are trying to tell us.
Biological Reasons for Cravings:
Hormone Influence
Our brains are wired to seek pleasure. Food is one of the most powerful sources of instant gratification. When we eat something delicious––especially high-fat, high-sugar, or high-carb foods––the brain releases dopamine, the “feel-good” neurotransmitter. Different types of foods have different effects on the brain and its receptors. Sugary foods trigger dopamine in the brain, reinforcing the desire for more. Fatty foods activate opioid receptors, similar to those of addictive substances. Processed foods with the perfect balance of salt, sugar, and fat are engineered to be irresistible through scientific formulation, psychological triggers, and sensory appeal. Think about McDonald’s French fries. These fries have just the right amount of salt to enhance the flavor, fat to add crispiness, and starch to break down into sugar. These foods are also designed to quickly dissolve in your mouth, tricking your brain into thinking that you’re consuming less food (and fewer calories) than you are. This makes it easier to eat more and more.
The perfect combination of sugar, fat, and salt is also designed to override natural satiety signals. You’ll want to keep eating these foods even when you’re full, as they give you an instant energy boost (sugar), keep cravings alive (fat), and make food even more satisfying by enhancing the depth of the dish (salt). Over time, eating these foods can dull the brain’s dopamine response, making you crave even more to get the same satisfaction.
Another factor that plays a role in these cravings for high-calorie, energy-dense foods is the hormone ghrelin. (Aka the “hunger hormone.") This hormone, produced in the stomach, signals the brain when it's time to eat. Ghrelin levels rise right before a meal and decrease when the stomach is full. Factors such as poor sleep, stress, and irregular eating patterns can increase ghrelin levels, leading to overall stronger cravings. Those who have too low ghrelin levels may be prone to obesity and certain gastrointestinal diseases. It’s important to regulate these levels to reduce unhealthy cravings and keep your body functioning properly. Eating balanced meals with protein and fiber can help do just that.
Nutrient Deficiencies
Our bodies are constantly, consciously, and subconsciously signaling what they need. Cravings can sometimes be a response to certain nutrient deficiencies within one’s diet. For example, chocolate cravings are often associated with low magnesium levels, meat and dairy with low iron or calcium, and salty foods with an electrolyte imbalance. The challenge lies in addressing these cravings in a helpful, yet nutritious manner. Choosing nutrient-dense alternatives can help satisfy these cravings while supporting overall health. If your body is craving chocolate, try sometimes opting for dark chocolate (70% cacao or higher) as opposed to a chocolate cupcake. Other magnesium-rich alternatives include nuts, seeds, and leafy greens. Same with salty foods. Instead of reaching for processed snacks like chips, try nutrient-dense options such as salted nuts, avocado with a pinch of sea salt, or sweet potatoes sprinkled with Himalayan salt. These foods will replenish your nutrients while satisfying your body’s cravings!
Blood Sugar Fluctuations
Insulin is a hormone that helps regulate one’s blood glucose (sugar) levels. When you lack insulin, “glucose builds up in the blood, causing hyperglycemia (high blood sugar).” (Cleveland Clinic, n.d.). When blood sugar drops too low, the body signals hunger and cravings for quick-energy foods, such as sweets, bread, and processed foods. This cycle of spiking and crashing blood sugar can lead to consistent cravings for sugary and high-carb foods. This can also contribute to insulin resistance, making it harder for the body to regulate glucose levels, further intensifying cravings, and increasing the risk of metabolic disorders.
Psychological & Emotional Triggers:
Stress & Emotional Eating
When we're stressed, we release cortisol, a stress hormone. “Cortisol can increase our appetite and drive cravings for calorie-dense ‘comfort’ foods, particularly those high in sugar and fat” (Vogel, 2023). Comfort foods trigger the reward center of the brain, triggering the release of dopamine and other “feel-good” chemicals. Eating these foods may offer temporary contentment, but they pose health issues in the long run. When you make a habit of eating “comfort” foods when stressed, that becomes your body’s natural craving response when you are stressed out. This can cause unhealthy eating patterns, weight gain, and a further increase in stress. Understanding the emotional triggers and learning healthier coping mechanisms can help break this cycle.
Memories & Association
Food cravings are often tied to memories, including both everyday decisions and specific past experiences. Choosing to eat food has several choices and memories tied with it, including when the last time you ate was, if you enjoyed eating that certain food before, whether eating that food is in line with your health goals, and whether or not it is a past habit to eat that certain food (Higgs & Spetter, 2018). After you've made your decision to eat a certain food (or not), “the outcome of that decision will be updated in memory” (Higgs & Spetter, 2018). This information will then be used for future food-related decisions.
You may also crave a certain food or drink because of its association with a specific positive memory. For example, you may crave an energy drink before the gym because of how awesome of a workout you got the first time you tried an energy drink. Over time, these experiences become linked in our minds, and the food or drink becomes a habit. It's important to recognize that these cravings are oftentimes more about emotional fulfillment than actual nutritional needs.
Food as a Reward
Did your parents ever take you out for ice cream after you performed in a school concert or scored a goal in a soccer game? These are just two examples of food being used as a celebration of accomplishments. As this behavior becomes a habit, a psychological link between the accomplishment and the reward (food) is formed, leading the individual to seek comfort in food as a way to celebrate even if they aren’t physically hungry. For example, someone who grew up going out for ice cream after a musical performance may develop a habit of craving sweets after accomplishing certain tasks, such as finishing a big project at work. It’s important to be aware of how these patterns can influence our relationship with food as we continue to grow. Being mindful of these food associations allows us to shift the focus from food-based rewards to healthier ways of celebrating.
Environmental & Social Influences:
Advertising & Marketing
It is no secret that food companies use strategic marketing to trigger food cravings. This is often done through visually appealing images or foods that trigger emotional responses. A study conducted by the University of Michigan found that “in adults who did not already hold strong beliefs about how foods affect their emotions, fast-food TV ads for cheeseburgers, chicken nuggets, and milkshakes increased their beliefs that they would feel positive emotions while eating those types of food” (Hoover & Gearhardt, 2023). By enticingly showcasing these meals or associating these foods with positive experiences, these ads can further influence your desires. Once the emotional connection is created with the food, there is an increased likelihood that the next time you’re exposed to an image of that same food, the craving is reignited.
Social Influence
Whether it's friends, family members, or coworkers, social influence plays a major role in food cravings. This has to do with the concept of “mirroring,” where we feel prone to copying the behaviors of those around us. If someone near you is enjoying a particular food, it's easy for your brain to subconsciously start desiring that same food. This effect can apply to a variety of scenarios but is particularly strong when sharing food in group settings, as elements of peer pressure, social norms, and desire for inclusion are at their peak. We see this in cultural settings as well. If a certain dish was commonly enjoyed in social settings growing up, the association with comfort and belonging can trigger a craving in similar situations later in life.
Seasonal Cravings
Seasonal cravings are linked to environmental changes. Many foods become symbolic during specific times of the year. A prime example is pumpkin spice during the fall season. Pumpkin spice is known for its warm spices complementing the cooler fall air and pairing well with autumn holidays such as Halloween and Thanksgiving. These foods evoke emotions, memories, and experiences that pair with the season, hence increasing cravings for them.
How to Manage Your Cravings:
Mindful Eating Techniques
Combating cravings can be challenging. Luckily, there are many little things you can do to curb these cravings without completely giving up foods that you love! One way to do so is to first understand where the hunger is coming from. Is it true physical hunger or emotional hunger? Taking an extra minute to slow down and ask ourselves if we are truly hungry or eating out of emotion is often the first step to understanding our eating patterns. Physical hunger tends to come gradually and can be satisfied with various foods. Emotional hunger is more spontaneous and specific. Slowing down, savoring each bite, and assessing hunger cues can help you make more intentional, nourishing food choices.
Healthier Substitutions
Now that you have assessed your true hunger levels, it's time to satisfy that craving, but in a healthy way. If you crave something sweet, try eating something that contains natural sugar (fruit, dates, dark chocolate) as opposed to something with artificial sugars. Same with salty snacks. Opting for nuts or seeds instead of chips. I want to be clear that I am in no way saying to always opt for fruit instead of candy, but rather find a balance within your diet and enjoy all things in moderation.
Balanced Diet to Reduce Cravings
Now that you have an overall understanding of ways to overcome and balance your cravings, it’s time to put it all together. The key to reducing cravings is to eat a balanced diet. One that incorporates plenty of protein, fiber, fruits/vegetables, carbs, and other healthy fats, but also sweet treats and salty snacks in moderation. You also want to make sure you are drinking enough water to prevent mistaking thirst for hunger. In balancing nutrition, you are helping your body manage stress, be more aware of its emotional triggers, have better control over cravings, and improve overall well-being!
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