Hi,
Let's talk about one of the most dramatic claims in nutrition:
"Sugar is as addictive as cocaine."
You've probably seen that headline. It gets shared constantly. And it feels convincing — because sugar cravings do feel real and sometimes overwhelming.
But is the science actually there?
WHAT WE KNOW IS TRUE
Sugar does something real in the brain. When you eat something sweet, dopamine — your brain's reward chemical — is released. The same system involved in pleasure, motivation, and yes, drug reward.
That part is true.
Highly palatable foods — sweet, salty, fatty, or all three — activate the brain's reward pathways more strongly than plain foods. Food companies know this and design products specifically to hit that sweet spot.
So sugar is rewarding. It drives cravings. And it can lead to overconsumption.
THE MYTH: "SUGAR IS AS ADDICTIVE AS COCAINE"
Here's where the evidence gets complicated.
The rat studies behind this claim involved one specific condition: intermittent access. Rats were given sugar only sometimes and showed bingeing and withdrawal-like behaviour.
When sugar was freely available, those behaviours mostly disappeared.
A comprehensive review in PLOS One found little evidence to support sugar addiction in humans. The conclusion: bingeing behaviour is more likely a response to intermittent access to highly palatable food — not a neurochemical addiction to sugar itself.
In other words, what looks like sugar addiction is more often:
Under-eating earlier in the day and arriving starving at the biscuit tin
Using food to manage stress, boredom, or low mood
A psychological response to restriction — forbidden foods feel more desirable
Eating ultra-processed products engineered to override fullness signals
The craving is real. The addiction label — in the clinical sense — is not well supported.
WHY THIS MATTERS PRACTICALLY
If you believe sugar is a drug you're addicted to, you'll try to eliminate it completely.
That usually makes things worse.
Restriction increases preoccupation with the "forbidden" food. The moment you slip up, all-or-nothing thinking kicks in. And the cycle continues.
A more useful approach:
Don't try to quit sugar entirely — unnecessary, and it often backfires
Focus on under-eating earlier in the day — most evening cravings are hunger, not addiction
Add more protein and fibre to meals — these reduce the appetite signals that drive sugar cravings
Reduce ultra-processed foods gradually — because they're engineered to override your fullness, not because sugar is a drug
PRACTICAL WIN: THE CRAVING AUDIT
Next time you get a strong sugar craving, pause for 60 seconds and ask:
Have I eaten enough today?
Am I actually hungry, stressed, bored, or tired?
Is this a habit (e.g. something sweet after dinner)?
Most cravings fall into one of these buckets. Once you identify which, the fix becomes obvious.
Under-eating → have a proper meal or snack with protein
Habit → change what's in the cupboard, not just the willpower
Stress or tiredness → food isn't the solution, but knowing that helps
SPONSORED BY gbMeals + ALEX, YOUR 1:1 AI COACH
The best way to stop chasing sugar is to stop arriving at the end of the day starving. gbMeals plans your meals so the cravings don't get a chance to build.
And if you want help working out why your cravings happen and what to do about them, Alex, your 1:1 AI Coach, is ready.
Got questions about cravings, sugar, or breaking the cycle? Hit reply — I read every single message personally.