Why am I craving something sweet? How restriction plays a role

"Why do I always crave something sweet at 3pm?" Cravings are one of the most common things I talk about with clients. They are often framed as a willpower problem, but they are usually a sign that something else is going on. One of the most common factors is some form of restriction, either physical or mental.

Cravings are often a sign of your body and brain responding to not enough food, or to foods feeling "off limits".

Physical restriction: not eating enough during the day

This is the most common pattern I see. A skipped breakfast, a light lunch, very few carbohydrates, or not much protein. By mid afternoon or evening, hunger and cravings arrive in full force.

This is your body doing its job. Hormones that drive appetite, such as ghrelin, rise when you have gone a while without eating and help prompt you to eat.¹ When the day has been light on food, your body works to make up the shortfall later on, which often shows up as strong cravings for quick energy, like sweets or snacks.

Research supports the role of regular, satisfying meals. In one small study, young women were more likely to snack on high fat and high sugar foods in the evening when they skipped breakfast than when they had a higher protein breakfast.² Earlier research on significant food restriction also found people became increasingly preoccupied with food the less they were eating.³

Mental restriction: the "forbidden fruit" effect

Restriction is not only about how much you eat. It can also be about how you think about food. Telling yourself a food is "bad", "off limits" or something you "should not" have can make it feel more appealing.

Studies where people avoided a specific food, such as chocolate, for a short time have generally found it increased cravings for that food, particularly in people who tend to restrict or diet.⁴ Researchers suggest it is the feeling of being deprived, rather than an actual lack of nutrients, that drives this.⁴

This often leads to a familiar cycle. A food is restricted, cravings build, it is eventually eaten quickly or in larger amounts than planned, guilt follows, and the restriction starts again.

Restriction is not the only factor

Cravings are complex, and research shows they are also strongly linked to habits and cues, such as a certain time of day, a place, or a feeling.⁴ Other factors can play a role too, including:

• Pace of eating. Eating quickly or while distracted can make it harder to notice when you are satisfied.
• Hormonal factors. Conditions such as insulin resistance, which is common in PMOS (previously PCOS), may affect appetite and cravings. The menstrual cycle can play a role too.
• Sleep, stress and emotions. These can all influence appetite and what you feel like eating.

Restriction is a common and very workable piece of the puzzle, but it is rarely the whole picture.

What can help

• Eat regularly. Spreading meals and snacks across the day helps prevent the afternoon and evening catch up.
• Include protein, fibre and carbohydrates. Building meals with all three helps keep you satisfied and your energy steady.
• Notice the all or nothing thoughts. Allowing foods you enjoy as part of your usual eating can take away some of their "forbidden" pull.
• Get curious about patterns. Noticing when cravings show up, and what came before, can help you understand what your body needs.

The bottom line

Cravings are often a sign of not enough food during the day, or of foods feeling off limits. Eating regularly, building balanced meals and easing food rules can make cravings feel far less intense, without relying on willpower.

Cravings can also be a sign that something else is going on, such as hormonal changes, poor sleep or stress. If cravings feel hard to manage, working with a dietitian can help you figure out what is driving them for you, and what support will make the biggest difference.

Struggling with cravings or your relationship with food?

At Nula Nutrition, the approach is always evidence based, non diet and tailored to you. Registered dietitian consultations are available for women's health in Calgary and online across Alberta, including Canmore, Banff, Edmonton, and Cochrane.

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Please note: This post is intended for general educational purposes only and does not constitute personalised medical or dietetic advice. If you are experiencing disordered eating or feel out of control around food, please reach out to a registered dietitian, your GP or a mental health professional for support.

Written by Madison Hows RD APD

References

1. Cummings DE, Purnell JQ, Frayo RS, Schmidova K, Wisse BE, Weigle DS. A preprandial rise in plasma ghrelin levels suggests a role in meal initiation in humans. Diabetes. 2001;50(8):1714-1719. PMID: 11473039

2. Leidy HJ, Ortinau LC, Douglas SM, Hoertel HA. Beneficial effects of a higher-protein breakfast on the appetitive, hormonal, and neural signals controlling energy intake regulation in overweight/obese, "breakfast-skipping," late-adolescent girls. Am J Clin Nutr. 2013;97(4):677-688. PMID: 23446906

3. Keys A, Brožek J, Henschel A, Mickelsen O, Taylor HL. The Biology of Human Starvation. University of Minnesota Press; 1950.

4. Meule A. The psychology of food cravings: the role of food deprivation. Curr Nutr Rep. 2020;9(3):251-257. doi:10.1007/s13668-020-00326-0