A craving is something that we cannot control physically, it is not just a want but it is a force that drives us beyond our usually sense. A food craving is more than a preference for particular foods or an impulse to buy certain snacks. A food craving is an insistent desire for a type of food; typically, food cravings are for foods that are very sweet, salty, fatty, crunchy, or high in carbohydrates.

The most commonly craved foods among women are chocolate, ice cream, potato chips and biscuits. Men also tend to crave chocolate and ice cream, but also crave pizza and burgers.

The biological or physiological factors believed to be responsible for cravings include:

• Blood sugar imbalance is the foundation for most cravings. When our blood sugar level is low it means our energy level is low and our body tells us we need more and this lead to cravings.
• People with food cravings may actually have neurochemical and hormonal imbalances that trigger cravings.
• Low serotonin levels (a hormone responsible for feelings of pleasure and relaxation) may lead to carbohydrate cravings.
• Our body is lacking certain nutrients which it cries out for in the form of cravings.
• A major cause for food cravings is low blood sugar. This is typically caused by lack of food as a result of going too long between meals/snacks, or following very low calorie diets.
• Our body simply wants a particular food taste, texture, aroma or temperature. So when body need is not fulfilled this can lead to craving.