What’s behind our cravings

Pharmacist’s insights on controlling comfort food temptation

 Tuesday, 8 September 2026: For people who are trying to eat more healthily, temptation is everywhere. A pharmacist from South Africa’s original national courier pharmacy explains how understanding what’s behind our cravings for sweet or calorie dense foods can often help improve our eating habits.

“Cravings are not a sign of weakness. Unstable blood sugar levels, hormones and other biological factors play a significant role in hunger, alongside environmental triggers such as fast food advertising, habitual eating and psychological factors,” says pharmacist Musarrat Parker of Medipost Pharmacy.

“Fluctuating blood glucose levels can actually make us crave certain types of food more. When our blood sugar levels drop, it sends signals to the brain telling us to eat, and often, that’s when we reach for simple carbohydrates, like sweets or chips, that provide a quick boost of energy.”

Recognising daily temptations in the environment, such as cravings triggered by the smell of something delicious or by seeing a fast food billboard on your way home from work, can go a long way towards resisting the urge to give in, she points out. 

“We often find comfort in food, but we need to keep a balance. Particularly with the rise in chronic conditions like type 2 diabetes, where diet is an important part of prevention and management, learning to identify what’s driving our cravings can help us remain in control,” Parker says.

“We might notice that we crave certain foods because of our habits. For example, if you eat chocolate while watching TV, you might start to associate TV time with chocolate. Identifying these kinds of cravings can help to break the habit.”

Stress, anxiety and emotional triggers are also major contributors to cravings. “When we’re having a bad day or feeling stressed, cravings can intensify,” Parker says.

 “When we feel hungry, it can be due to either physical hunger, when your body needs food, or an emotional craving, which is driven by emotion rather than a physical need for nourishing your body. Knowing the difference can help manage excess calorie intake,” she explains. 

Physical hunger develops gradually and is satisfied by healthy foods, such as vegetables and lean protein. Signs that your body needs to refuel include a rumbling stomach, low energy levels, and difficulty concentrating. Physical hunger goes away when you have comfortably had enough, without feeling overly full, and is not generally followed by feelings of regret.

“Emotional cravings, on the other hand, are usually for specific comfort foods and are often triggered by emotions. With emotional hunger, you want to keep eating even when you are full. The foods chosen are usually high in sugar, refined carbohydrates or fat, and we might feel guilty or regretful after emotional eating,” Parker says.

“To distinguish whether your desire to eat is really physical hunger or an emotional craving, ask yourself whether something like an apple or a sandwich would satisfy you right now. If it would, that’s physical hunger. Otherwise, it’s likely an emotional craving.”

 Tips for managing cravings

1. Stress coping strategies: The stress hormone cortisol can increase cravings. Find ways to manage daily stress through deep breathing, getting active, creative expression, prayer, meditation and spending time in nature.
2. Emotional eating: Talk to someone about how you are feeling. Getting how you are feeling off your chest and gaining another’s perspective can be tremendously helpful.
3. Form healthier habits: Replace unhealthy snacks with raw nuts, fresh veggies, dried fruit or air-popped popcorn. If you’re used to eating in front of the TV,  art or handicrafts can be a healthier alternative to snacking.
4. Exercise: Feel-good hormones called endorphins are released during physical exertion, reducing stress and related emotional cravings.
5. Protein and fibre: Increasing your protein portions with lean meat, fish, and lentils and eating fibre-rich foods such as beans, peas, broccoli, and sweet potatoes helps you feel full for longer.
6. Hydrate: Thirst can sometimes be mistaken for hunger, and water together with fibre keeps you feeling more satiated.
7. Pause: When a craving hits, drink some water and wait 10 to 15 minutes. Ask yourself if you are emotionally hungry or physically hungry. Very often the craving will pass.

“Contrary to popular belief, food cravings usually aren’t an indication of nutritional deficiencies. A varied, wholesome diet is the best way to get the vitamins and minerals your body needs. If you are concerned you may not be getting enough for your needs, speak to your healthcare professional, who may order blood tests to check for any deficiencies that may require supplementation,” Parker says.

“People taking certain medications may be more prone to specific deficiencies and should discuss with their doctor whether nutritional monitoring may be beneficial. For example, people with type two diabetes who take metformin daily may be at higher risk of developing a vitamin B12 deficiency. Antacids can also affect vitamin B12, magnesium and calcium levels.”

Wherever you live in South Africa, easily manage your medication by sending a WhatsApp message to 012 426 4655 to register with Medipost Pharmacy for medication dispensing and free courier delivery of chronic medications, or visit shop.medipost.co.za for supplements, glucose monitoring devices and more.

“Cravings are natural, but we can control them when we better understand our personal triggers and the reasons behind our dietary choices. Cravings become easier to control with practice, and the benefits for our health, longevity and daily lives speak for themselves,” Parker concludes.

Ends.

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