Here’s what researchers found when they looked at cravings in the brain

Whether it’s the scent of freshly-baked cinnamon rolls on a Sunday morning or the memory of my abuela’s savory beef tacos, we all know the pull of a good craving.

One minute you’re focused on work, the next you’re practically salivating at a mental image of gooey chocolate cake.

As a plant-based chef, I’ve spent years fine-tuning veggie alternatives to my family’s recipes – yet even I’m not immune to those sudden urges.

But here’s the thing: we often blame ourselves for “weak willpower,” when in fact, cravings are deeply rooted in brain biology.

So, what’s really happening in our heads (and guts) when that donut starts calling our name?

And how can understanding the science help us snack smarter and stick to our healthy, sustainable food goals? Let’s dig in.

The science of craving in your brain

Cravings aren’t just hunger. In many ways, a craving is your brain shouting, “I want that!” even if your rational mind disagrees.

Psychologists describe cravings as intense desires fueled by cues that grab our attention – say, the sight of a cupcake or the jingle of an ice cream truck.

These cues trigger the brain’s reward circuitry, especially involving dopamine (a neurotransmitter of wanting), which motivates us to seek the tasty reward. 

In essence, a craving is more about wanting than needing – your brain has learned that certain foods bring pleasure or comfort, and it urges you toward them, sometimes subconsciously.

In fact, Yale researchers recently uncovered a distinct pattern of brain activity that can predict how intensely someone will crave a given food or drug. They’ve dubbed it the “Neurobiological Craving Signature,” and it shows just how similar food cravings are to other cravings.

Amazingly, this brain signature looks almost the same whether someone is jonesing for a sugary snack or a hit of nicotine, suggesting that common neural systems underlie both food and drug cravings.

The upshot?

Craving a cupcake and craving a cigarette aren’t so different in your brain – which is one reason junk food cravings can feel addictive.

Researchers hope that identifying this neural fingerprint of craving can help develop better treatments for addiction down the road.

So, cravings light up key brain areas – but what specifically are those neurons responding to in our favorite indulgent foods?

That brings us to an eye-opening discovery about two ingredients that tend to dominate our cravings: sugar and fat.

Why sugar + fat is a one-two punch to our brain

Ever wonder why the combination of sugar and fat in foods like donuts, ice cream, or French fries is so insanely hard to resist? It turns out our brain’s reward system gets a double whammy from these ingredients.

A recent study from the Monell Chemical Senses Center mapped out separate gut-brain neural circuits for fatty foods and sugary foods. In experiments with mice, scientists identified distinct vagus nerve pathways – essentially information highways from the gut to the brain – one pathway for detecting sugars and another for fats.

Activate either path, and the brain’s reward center lights up with dopamine, the “gimme more” chemical. In other words, sweet and rich trigger pleasure signals via different routes, explaining why a plain piece of bread (carbs) and a pat of butter (fat) each have their appeal.

But here’s the kicker: when sugar and fat arrive together, they create a synergy that our brains find irresistible. The researchers described it as “like a one-two punch to the brain’s reward system”.

Even if the total calories are the same, a combo of fat + sugar caused significantly more dopamine to flood the brain than either alone – and led the mice to overindulge beyond their normal intake.

Sound familiar?

That’s basically the story of why we can’t stop at one donut or why that salted caramel chocolate is so satisfying. Our brains are wired to lap up the energy-dense sugar-fat combo, likely an evolutionary holdover from times when finding high-calorie foods meant survival.

But don’t lose hope!

Scientists also point to solutions: “Understanding the wiring diagram of our innate motivation to consume fats and sugars is the first step towards rewiring it,” Dr. de Lartigue explains.

In practical terms, that means we can hack our habits and environment to better manage cravings – especially if we’re aiming for a healthier, more plant-forward diet.

Habits help (but don’t completely eliminate cravings)

If cravings are wired in, how do people ever succeed at changing their diet – say, going vegan or cutting out junk food? The answer: by building habits that work with your brain’s tendencies.

The good news is, once a new eating habit becomes routine, it can reduce those obsessive cravings over time. In a recent 6-month study of people transitioning to vegetarian or vegan diets, researchers found that those who developed a strong habit of choosing plant-based foods did report fewer cravings for animal-based foods as the months went on.

In fact, stronger veg-focused habits predicted not only fewer diet-busting cravings, but also less actual consumption of meat and dairy, aligning with the person’s diet goals.

In short, practice (repeatedly picking the veggie option) makes perfect (eventually not even desiring the steak). This aligns with what many seasoned vegans say anecdotally: that after a long time eating plant-based, the thought or smell of meat isn’t as tempting as it once was.

Research backs this up, suggesting that after several years on a vegan diet, the “memory traces” of those old meat cravings fade significantly compared to the first few months of the change. Your brain can literally unlearn an old desire once it’s been dormant for long enough.

But habit isn’t a magic shield against temptation – at least not for complex behaviors like diet change.

The same study uncovered something enlightening: even people with rock-solid vegan habits still experience the occasional craving and still rely on willpower or tricks to resist. In fact, having a strong habit didn’t reduce their use of self-regulation strategies.

People with strong habits actually used multiple tactics to stay on track, especially when confronted with a “diet-inconsistent” craving (like a longtime vegan getting a whiff of barbecue and momentarily wanting ribs).

This finding challenges the notion that once a habit is set you’ll never feel tempted. Instead, it suggests that automatic habits and conscious self-control work together.

Your routine might guide you 90% of the time, but for the 10% of moments when an old favorite beckons, you still need a toolbox of strategies.

Strategies to tame and satisfy cravings

So what are those strategies that can help, especially during that vulnerable window when you’re craving something that’s off your plan?

Luckily, psychologists have studied what people actually do to successfully beat cravings during diet changes.

Here are a few battle-tested tips:

1) Plan your meals and snacks ahead of time

It turns out the simplest tool – meal planning – is incredibly effective.

In the vegan transition study, planning meals in advance was the number one strategy participants used to resist cravings, reported in 58% of instances.

Why is planning so powerful?

If you’ve got a tasty, filling lunch already prepped, you’re less likely to be lured by the fast-food drive-thru at 12 PM. Planning means you won’t find yourself starving and surrounded by unhealthy options.

It also helps you ensure your plant-based meals are satisfying, so you don’t go hungry (hunger can masquerade as all kinds of cravings!).

2) Find plant-based swaps for your cravings.

The second most popular tactic was trying a plant-based substitute for the craved food.

In other words, meet your craving in the middle.

Yearning for cheesy comfort?

Melt some vegan cheese on whole-grain toast or whip up cashew “queso” instead of reaching for dairy cheese.

Craving ice cream?

Blend a frozen banana with a splash of oat milk and peanut butter for a creamy, sweet treat.

By mimicking the flavor or texture you want with plant-based ingredients, you satisfy the urge without derailing your diet. Many folks find that a well-chosen vegan alternative can hit the spot (I can attest that a grilled portobello burger with all the fixings squashes a burger craving pretty well!).

The key is to have those substitutes handy – keep your pantry and fridge stocked with your favorite alternatives so you’re ready when temptation strikes.

3) Avoid or delay triggers

Out of sight, out of mind isn’t just an aphorism — it’s a legit craving-management approach. If walking past the bakery every morning tortures you with donut desires, consider tweaking your route for a while.

If late-night Netflix usually comes with a side of potato-chip munchies, try replacing that routine (maybe herbal tea, or a handful of nuts, or even a different wind-down activity that doesn’t center on food).

Sometimes avoiding the cue that sparks a craving is the easiest solution – you’re not proving anything by staring down the pint of ice cream in your freezer. Give yourself permission to make the healthy choice the easy choice.

4) Distract and reframe

Cravings typically pass on their own after a short while, so finding a distraction can work wonders. Do a quick yoga stretch, take a walk, text a friend – anything to get your mind off the desire and let that dopamine surge subside.

Meanwhile, reframe your thinking about the craving.

Remind yourself why you chose a plant-based or healthier diet: “I know that burger looks good, but I also know I’ll feel better sticking to my goals – and I have that yummy veggie stir-fry waiting at home.”

This kind of self-talk (essentially a pep talk to your future self) can strengthen your resolve. In psychological terms, you’re engaging your “goal-directed” brain processes to override the impulsive urge.

It’s not always easy, but it does get easier with practice and as your new habits grow.

Bonus tip

Finally, cut yourself some slack.

Occasional cravings are normal, and indulging once in a while won’t ruin your whole lifestyle. The idea is to make conscious choices rather than be led around by unconscious cravings.

And if you do slip, no guilt – just pick up at the next meal and remember that each time you resist a craving, you’re training your brain and taste buds.

Cravings, conquered: the big picture

At the end of the day, understanding cravings gives us power over them. Realize that your desire for that cheese pizza or sugary soda isn’t a personal failing – it’s your brain doing what it evolved to do.

But now we have science-backed insight into how to work with our brains to create new patterns. By building healthy habits and using smart strategies, you can gradually quiet those old urges.

This matters not just for you but also for the planet and community around you. Every time you opt for a veggie meal over a meat-heavy one, you’re making a choice that reduces your ecological footprint and often aligns with ethical and social values too.

So the next time a craving hits, don’t see it as an enemy.

See it as a sign – that your brain is working hard, that you’re human – and then use it as an opportunity.

Employ a tactic (plan ahead, swap it out, distract, remember your why) and watch yourself turn that craving into a win. Bit by bit, you’re rewiring your brain’s cravings in a kinder, greener direction.