For someone trying to commit to or stay on a particular way of eating, cravings can be disheartening, and if we give into the craving, we often feel guilty. This is especially true for vegans - a craving for meat can be upsetting and frustrating. This is why it can help to understand what cravings mean, because they are usually not what they seem.

Food cravings are typically a combination of physiological and psychological factors, with a smattering of cultural condition along they way. What that means is that, you are possibly craving meat because you need more protein or iron, and if meat has played a large role in your life in the past, the need for protein or iron will probably come in that guise.  The cultural thing comes into play when we look at food norms - studies have shown that specific cultures crave foods associated to their culture. For example, Japanese people crave sushi and rice, when others may crave land animal meat and bread; in cultures where chocolate is rare, cravings for chocolate are rare.

Let’s look at the main ones cravings and what they might mean.

Salt – Unless you are restricting sodium, a craving for salt may indicate need for hydration/water or a need for other electroytes (potassium, calcium, magnesium) due to sodium’s role in water balance. 

Carbs/sugar - The leading theory is not that we need carbohydrates per se (unless you are on a strict calorie restriction diet), but we need a boost of energy (because we’re tired) or the feel-good hormone serotonin (because we are stressed or overwhelmed) or we need some ‘sweetness’ in our life.  First stop, focus on self-care and showing yourself some kindness and love. Then focus on good carbs and foods that boost serotonin, like pineapple. 

Sugar cravings (cravings generally, actually) can also be a sign that your good bacteria is out of whack, so give your microbiome some love with some fermented foods.

Diary - If it’s cheese (or even pizza) you’re craving, it could come back to salt or fat (so get some good fats happening, with bonus points for salty – e.g., olives).  If its milk, it could be a craving for L-tryptophan, which boosts serotonin, or vitamin D, which can also boost mood, so it helps to think about whether psychology is also playing a part, here. Also, don’t underestimate habit and associations (if you can’t live without your milky tea for example), look for a good milky, milk substitute (Oatly’s oat milk does the trick for me).

Chocolate – The two leading theories for chocolate cravings are a need for magnesium and a need for phenylethylamine (PEA), both found in chocolate and both involved in mood and the stress response.  The catch-22 here is that stress also depletes them, which makes us need them more. Look at managing your stress, and boosting magnesium and PEA through small amounts of good quality vegan chocolate and through nuts, seeds, legumes, etc.

Meat - As we mentioned, cravings for meat are usually considered to be a need for protein, iron, or possibly B vitamins.  Look at upping these in your diet (through tofu, nuts, seeds, leafy greens, etc) and see what happens.