Craving certain foods is often due to biological and emotional reasons rather than a lack of willpower. When serotonin levels dip due to stress or sadness, it causes blood sugar levels to also drop, triggering cravings for sugary foods. Eating sugar provides a temporary boost in mood and blood sugar, but leads to a cycle of continued cravings. Lack of sleep or taking appetite suppressants long-term can also cause sugar cravings. To overcome cravings, address their underlying cause, do not deny any food groups, and consider natural appetite suppressants like Proactol Plus if desperate.