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The Brain Science Behind Holiday Food Cravings

Medically Reviewed by Mahammad Juber, MD on February 15, 2025

WEBMD — While the holiday season is supposed to be a joyful period, it can also add layers of social or financial stress.

And when that happens, many of us turn to food. You may not think of it in these terms while you’re stirring extra marshmallows into your cocoa, but holiday indulgences produce soothing changes in your brain.

If we only ate when we were hungry, none of us would struggle with having overweight or obesity. But your brain experiences a constant interplay of three decision-making centers battling between need and want.

Curb Your Food Cravings: How to Outsmart Your Brain

Understanding the science behind all these factors can help you avoid falling for triggering flavors and packages. Use these tips to make that science work for you:

  • Practice saying no. Whether you’re at a holiday party or just grocery shopping, it helps to have responses ready before the different centers in your brain can argue about whether you need it or want it.
  • Limit your choices. Remember that your brain is programmed to seek out a variety of flavors and textures. If you have six types of cookies in front of you, you’re probably going to try all six. Whether you’re hosting or just a guest, pare down your options as much as possible.
  • Get enough sleep. “This is a crazy season, and the first thing to go is sleep,” says Salge Blake. “But when you’re chronically tired, you have a release of the hormone ghrelin. That’s we call the ‘hungry hormone.’” Ghrelin signals your brain: It’s time to eat.
  • Sip before you bite. Your brain can’t necessarily tell the difference between thirst and mild hunger. “I always tell people to drink more water than they think they need this time of year” …

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