Cravings often derail weight-loss efforts, but a new study suggests indulging strategically in your favorite treats, rather than cutting them out, might actually lead to greater success.
Using an “inclusion strategy,” participants in a yearlong program lost more weight, kept it off, and experienced fewer cravings, especially for sweets and carbs. The secret? Balanced nutrition, daily consistency, and a willingness to rethink what dieting really means.
The Cravings Dilemma: Dieting’s Hidden Obstacle
Food cravings often feel like a constant battle for anyone trying to lose weight. The pull of sweets, snacks, and comfort foods can make even the most determined dieter feel like they’re fighting a losing war with willpower.
But new research from the University of Illinois Urbana-Champaign offers a refreshing twist. According to scientists in food science and human nutrition, enjoying dessert might actually be one of the smartest ways to lose weight, keep it off, and keep cravings under control. In a recent clinical trial, participants who included small portions of their favorite craved foods in a balanced meal plan lost more weight than those who didn’t. Even more impressive, their cravings stayed low for the full year after they finished dieting.
The study, published in the journal Physiology and Behavior, was led by then-graduate student Nouf W. Alfouzan and nutrition professor Manabu T. Nakamura. They found that cravings dropped during weight loss and stayed minimal—as long as the weight stayed off. The research was part of a larger project with physicians at Carle Clinic in Urbana, Illinois, which transformed a successful in-person weight-loss program into an online version called EMPOWER.
Dessert as a Diet Strategy: Surprising New Insights
“We recruited obese patients ages 18 to 75 who had comorbidities like hypertension and diabetes and could benefit from losing weight,” Nakamura said. “Cravings are a big problem for many people. If they have a lot of cravings, it is very difficult to lose weight. Even when they are able to control their cravings and lose weight, if the cravings come back, they regain the weight.”
While many dieters reported in prior research that their cravings decreased while losing weight, Nakamura and Alfouzan said it remained unclear whether these changes persisted when they reached their weight-loss goal or quit dieting while trying to maintain their weight. Alfouzan, the first author of the current study, wanted to dig deeper into this question and find out if people who had fewer cravings actually lost more weight overall.
The EMPOWER Program: A Personalized, Digital Approach
The dietary program used in the study educates dieters about key nutrients, helping them make informed decisions about their food selections until sustainable dietary changes are achieved, Nakamura said. Dieters used a data visualization tool that plots foods’ protein, fiber, and calories so they can enhance nutrition while minimizing the calories they consume.
During the first year, participants engaged in 22 online nutrition education sessions created by scholars at the university’s Center for Innovation in Teaching and Learning that included strategies for dealing with cravings.
Smart Tools and Education to Fight Cravings
“If you are eating and snacking randomly, it’s very hard to control,” Nakamura said. “Some dietary programs exclude certain foods. Our plan used an ‘inclusion strategy,’ in which people incorporated small portions of craved foods within a well-balanced meal.”
Every six months, participants completed a questionnaire about their cravings for specific foods. These included high-fat foods such as hot dogs and fried chicken, fast food fats like hamburgers and chips, sweets such as cakes and cookies, and carbohydrates such as biscuits and pancakes.
Inclusion Over Exclusion: A Strategy That Works
The researchers also assessed the frequency and intensity of participants’ cravings with another survey. Using a scale ranging from 1 (never) to 6 (always), individuals rated themselves on statements such as, “Whenever I have food cravings, I find myself making plans to eat,” and “I have no willpower to resist my food cravings.” The intensity of each dieter’s cravings was calculated by adding their scores for all 15 statements.
Dieters also weighed in daily after getting out of bed and before breakfast using a Wi-Fi scale that transmitted the data to the researchers so they could track the changes.
Tracking Progress: Cravings, Willpower, and Daily Weigh-Ins
A total of 30 people began the weight-loss program, and the 24 who remained at the end of the first year had lost an average of 7.9% of their starting weight. Of these, 20 people completed the yearlong maintenance program, but because a few regained some of what they had lost, their average weight loss was 6.7%, the researchers found.
Participants who lost more than 5% by the end of the study experienced consistent reductions in the frequency and intensity of their cravings, while those who lost less than that did not. The team also found that individuals’ craving for food in general and for specific types of food,s such as sweets and carbohydrates, diminished during the year of weight loss and stabilized during maintenance.
Results That Last: Weight Loss and Long-Term Craving Reduction
This finding suggests that individuals’ reduced cravings correlated with decreased body fat rather than the negative energy balance of dieting, Nakamura said. “This basically debunks the hungry fat cell theory, a longstanding hypothesis that fat cells become starved for energy and trigger cravings, causing dieters to eat and ultimately regain what they lost. But that is not the case. As long as you stay at a healthy weight, your cravings will remain low.”
Debunking the Hungry Fat Cell Theory
Of the 24 participants who remained in the study at 12 months, more than half reported they used the inclusion strategy to manage cravings, some people as frequently as one to three times a day, while others used it once a week or more. Those who used the strategy lost significantly more weight compared with other participants and experienced significant reductions in their cravings for sweet and high-fat foods, the researchers found.
Consistency is another key to managing cravings and weight, Nakamura said. “The popular myth is you have to have a very strong will to fend off temptation, but that is not the case. Fluctuations in eating patterns, meal times and amounts trigger cravings, too. You have to be consistent.”
Reference: “Reduced food cravings correlated with a 24-month period of weight loss and weight maintenance” by Nouf W. Alfouzan and Manabu T. Nakamura, 16 January 2025, Physiology & Behavior.
DOI: 10.1016/j.physbeh.2025.114813
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10 Comments
I lost 30 kg in a year, while eating buffets 2x/week, it felt really easy, since there wasn’t that stress of having to say no all the time—it became easier to not indulge, because I could let myself do it any time I wanted, as long as I compensate by eating that much less after, like fasting.
But, the closer I got to my goal, the less motivated I got, and ended up gaining it all back 😒
Now I’m trying again 😅
It doesn’t need to be cake, it can be whatever you like, but you should eat at least 1000cal of nutritious food first. A tip is to keep thinking “later” when you feel like snacking, rather than no or never—it just create stress and makes it more difficult to resist—by saying later, a possible snack is always close, and that makes it easier to actually not do it. Any diet can work as long as you enjoy it, or it at least doesn’t stress you out, and saying no, will stress you out.
Another strategy that worked for me was to use an app, and count calories, I could fit in whatever snacks I wanted in there, as long as stick within the calorie window—I just had to compromise a bit on quantity, but in the end it was me who decided the menu, which is also important, rather someone else making a plan for you, that you don’t like—of course it’s good to have an idea of all kinds of good food to eat though, so you can take inspiration from other diets, but change it a bit to fit what works for you.
The article says low weight itself reduce cravings, I didn’t find that too be true, or people wouldn’t start gaining all the weight back again.
Go carnivore and eat as much as you feel like!
Sure, heart disease though..
I’ve personally lost more weight by reducing the amount of meat I was eating, and substituting it with veggies and grains.
I also prefer low fat meat now, eating sausages is something I only do once every 3 months.
But if you’re planning on or already undertaking that kind of diet, I wish you the best!
Please though eat some veggies or speak to a nutritionist, it’s important to make sure you’re body is getting everything it needs.
“…, their average weight loss was 6.7%, the researchers found.”
Was that statistically significant? What was the 2-sigma uncertainty in the average?
In other news… Heroin addicts encouraged to use heroin only twice a week.
Eat sugar and carbs and you will be sick and fat. What a load of…
As a nutritionist, I am very excited about this research as I have been recommending this approach to my patients for decades now and find that they lose weight and are able to maintain their weight for decades.
It really is the way to go.
I’ve dropped 18 kg in 8 months because of this kind of mindset, combined with a leaner diet.
I’ve managed to incorporate more fruits, vegetables and grains in my diet, and reduced my meat intake, all without even intentionally dieting.
I think if more people received information on healthier living, then obesity would reduce by at least 40%.