WHAT CAUSES FOOD CRAVINGS? Food cravings are believed to come from a mix of social, cultural and psychological factors. In North America, chocolate is the most-craved food, but this is not the case elsewhere. In Egypt only 1% of young Egyptian men and 6% of young Egyptian women reported craving chocolate. Japanese women are more likely to crave rice and sushi, reflecting the influence of traditional food products and culture. Japanese people are more likely to crave sushi because it’s what they eat regularly. The nature of the relationship between specific foods and cravings is important. Food cravings can develop from matching consumption of certain foods with hunger, suggesting a conditioning response. In one study, some participants were assigned to eat chocolate only when hungry (between meals). They developed greater cravings for chocolate after two weeks than other participants who ate chocolate exclusively when full (just after meals). A theory of food cravings that includes the biological, psychological and social aspects suggests they can arise from matching food intake with other conditions such as emotional states (“stress eating”). Food cravings have been shown to be linked to higher levels of stress. Evidence is also emerging that suggests our gut microbes (the bacteria in our guts) influence our food cravings.
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