In a groundbreaking shift in the approach to dieting, researchers at the University of Illinois Urbana-Champaign have unveiled compelling evidence that incorporating small amounts of craved foods within a balanced meal plan may significantly reduce food cravings and enhance long-term weight loss success. Contrary to the long-held belief that resisting tempting foods entirely is the most effective strategy for weight management, this innovative study suggests that inclusion rather than exclusion can be the key to sustainable dietary adherence and improved outcomes.
Traditionally, dietitians and nutritionists have warned against indulging in sweets, snacks, and other highly palatable foods during weight-loss efforts, citing the risk of triggering intense cravings that can derail progress. However, the new research led by food science and human nutrition expert Manabu T. Nakamura and former graduate student Nouf W. Alfouzan challenges this paradigm. Their experimental study, published in the peer-reviewed journal Physiology & Behavior, monitors dieters over a 24-month period encompassing both weight loss and maintenance phases, providing robust data on how cravings fluctuate in relation to body weight changes.
Central to their findings is the revelation that cravings do not necessarily increase during a calorie deficit as previously assumed. Instead, the intensity and frequency of cravings diminish significantly when individuals lose weight and maintain a healthy body fat percentage. This observation destabilizes the “hungry fat cell” hypothesis, which posits that fat cells deprived of energy secrete signals to trigger cravings, subsequently leading to weight regain. The study demonstrates that as long as individuals stabilize their weight within a healthy range, cravings are unlikely to surge, debunking a key rationale used to justify restrictive dieting.
The research involved 30 obese adults, aged 18 to 75, all with comorbid conditions such as hypertension and type 2 diabetes, signifying a group for whom effective weight management is critically important. Participants engaged in a comprehensive 12-month online weight-loss program called EMPOWER, adapted from an established in-person intervention known as the Individualized Dietary Improvement Program. The program emphasized nutritional education, teaching participants how to optimize intake of protein and fiber while limiting calories, aided by an innovative data visualization tool that plotted food choices based on these parameters.
One of the most striking features of the dietary protocol was the ‘inclusion strategy’—a deliberate framework encouraging participants to incorporate small portions of foods they craved, such as sweets and high-fat items, within the context of nutritionally balanced meals. This method stands in stark contrast to conventional restrictive diets that often exclude entire food groups or categories, which can inadvertently heighten cravings through psychological deprivation. By normalizing controlled indulgences, the strategy appears to support behavioral adherence and mitigate the psychological drivers of binge eating episodes.
Throughout the study, cravings were quantitatively surveyed at six-month intervals. Participants rated their desires for specific food types—including high-fat items like fried chicken and fast-food staples, carbohydrate-rich foods such as biscuits, and sugary treats like cakes and cookies—using a meticulously designed frequency and intensity scale. This approach enabled researchers to capture not only the presence of cravings but also their psychological impact, encompassing the cognitive preoccupation with food and the perceived struggle to resist temptations.
Daily body weight measurements were collected via Wi-Fi enabled scales, allowing precise tracking of individual progress without relying solely on self-reporting, which can be subject to bias. At the conclusion of the weight-loss phase, the 24 remaining participants had lost an average of 7.9% of their baseline body weight. Notably, those who adhered more diligently to the inclusion strategy exhibited greater weight reductions and sustained lower craving scores compared to peers who did not engage as consistently.
During the ensuing 12-month maintenance period, cravings stabilized at reduced levels for those who successfully preserved their weight loss, suggesting that the inclusion of preferred foods within the diet may facilitate long-term compliance. This finding reinforces the concept that dietary rigidness is not a prerequisite for desirable metabolic or psychological outcomes, and indeed, flexibility may be the cornerstone of sustained healthful eating patterns.
The investigators also emphasized the role of eating consistency in regulating cravings. Fluctuations in meal timing, portion sizes, and overall dietary patterns were linked to increased craving episodes, supporting the idea that establishing routine and predictability in eating behaviors can foster better appetite regulation. This insight challenges the pervasive diet culture myth that sheer willpower is the primary determinant of success, instead highlighting structured behavioral strategies as critical tools for overcoming food-related challenges.
Moreover, the study contributes to a nuanced understanding of the neurobiological and behavioral underpinnings of cravings in obesity management. The inclusion strategy likely modulates reward pathways by allowing intermittent gratification, thus reducing the compensatory desire for restricted foods that often sabotages strict diets. The consistency of this approach, supported by the education modules designed with cutting-edge teaching methodologies, ensures that participants internalize sustainable habits rather than transient compliance.
Beyond its implications for clinical nutrition, this research offers a paradigm shift for public health messaging directed at combating the obesity epidemic. By validating that controlled inclusion of cravings can coexist with weight loss and maintenance, it paves the way for more compassionate, realistic, and effective dietary interventions. The study’s meticulous design, prolonged follow-up period, and integration of behavioral and physiological metrics enhance its credibility and applicability across diverse patient populations, including those with metabolic disorders.
In conclusion, Nakamura and Alfouzan’s work delineates a critical blueprint for future weight loss programs that balance psychological satisfaction with metabolic efficiency. The paradigm of inclusion challenges dogmatic dietary rules and empowers individuals to engage with food in a balanced manner, potentially transforming the landscape of obesity treatment. As weight management continues to be a global health priority, such evidence-based, psychologically informed strategies are poised to elevate the effectiveness and humanity of nutritional care.
Subject of Research: People
Article Title: Reduced food cravings correlated with a 24-month period of weight loss and weight maintenance
News Publication Date: 15-Mar-2025
Web References: http://dx.doi.org/10.1016/j.physbeh.2025.114813
References:
Nakamura, M.T., Alfouzan, N.W. (2025). Reduced food cravings correlated with a 24-month period of weight loss and weight maintenance. Physiology & Behavior. DOI: 10.1016/j.physbeh.2025.114813
Image Credits: Photo by Fred Zwicky
Keywords: Human health, Diets, Food cravings, Weight loss, Nutrition, Behavioral nutrition
