Like most fresh converts, I went vegan with a burst of inspiration and a Pinterest board full of promise. I thought cravings would fade the way my cravings for late-night fast food did in college: naturally, quietly, with time. And in some ways, they did.
The cheese pull lost its power. The smell of chicken wings in sports bars turned from temptation to tolerance.
But something unexpected cropped up in its place — what I can only describe as “phantom cravings.” I wasn’t daydreaming about bacon. I was zoning out in front of the fridge, nibbling dark chocolate, dried mango, peanut butter straight off the spoon—then repeating the cycle 90 minutes later.
I didn’t feel out of control. I felt… off.
Like my body kept nudging me for something it wasn’t getting, even though I ate plenty. It took me years to figure out what was going on—and once I did, everything changed.
The breakthrough came from a breakfast burrito (and a food log)
One particularly restless week, I tracked everything I ate — not for calories, but to figure out what meals left me satisfied and which led to snacking.
The pattern was laughably clear.
On days I ate protein-rich meals—like a tofu scramble with beans and avocado—I cruised. Minimal cravings, great energy. On days where breakfast was oatmeal and almond milk with fruit (which felt “healthy”), I was back to fridge-hopping by 11 a.m.
That’s when it hit me: my cravings weren’t about discipline.
They were about balance.
Specifically, macronutrient balance — getting enough protein, fat, and fiber in each meal to actually feel full and nourished.
What cravings really are (hint: not just about taste)
For a while, I thought cravings were about nostalgia or habit. And sure, part of me still associates chocolate chip cookies with childhood joy.
But I’ve learned that cravings are often signals — physiological or emotional cues that something’s missing.
Here’s how I break it down now:
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Sweet cravings often follow a blood-sugar spike-and-crash, especially when I eat high-carb, low-protein meals.
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Salty cravings can be my body asking for minerals (especially after workouts).
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Crunchy, snacky cravings? Usually a combo of boredom, fatigue, or needing fat and fiber.
MAC Clinical Research confirmed what I’d felt: big blood-sugar swings can trigger cravings, irritability, and that “I need something” restlessness.
And experts note that many plant-based eaters fall short on protein, especially at breakfast—making mid-morning snack attacks more likely.
What I changed—and how cravings chilled way down
Once I stopped trying to “eat light” and started eating smart, things clicked. I didn’t go keto or paleo or count macros like a spreadsheet. I just made a rule: every meal needs to include protein, healthy fat, and fiber.
Here’s what that looks like now:
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Breakfast: Tofu scramble with kale and tahini drizzle, or lentil pancake with almond butter
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Lunch: Chickpea salad with avocado, pumpkin seeds, and roasted sweet potato
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Snacks: Edamame, roasted almonds, or coconut yogurt with hemp seeds
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Dinner: Stir-fried tempeh with brown rice and veggies, topped with miso dressing
I also let myself eat until I’m actually full—no more “light dinner” mentality. That alone made my late-night sweet tooth disappear almost entirely.
The emotional side: cravings as feedback, not failure
One of the biggest shifts I’ve had is learning not to judge my cravings. Craving something doesn’t mean you’re “weak” or “bad.” It just means your body—or brain—is nudging you toward something it needs.
Sometimes that’s fuel. Sometimes it’s comfort.
Instead of fighting cravings with celery sticks, I started asking:
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Did I eat enough real food today?
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Did my last meal have protein and fat?
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Am I underslept, overstimulated, or bored?
Nine times out of ten, the craving made perfect sense. And when it didn’t, I’d honor it with a better choice: a square of dark chocolate paired with almonds instead of mindless sugary cereal, or herbal tea with oat milk instead of soda.
A few plant-based tricks that helped me most
1. Front-load your protein
I used to save protein for dinner.
Now, I build it into every meal — especially breakfast. Studies suggest that protein-rich breakfasts improve satiety and cut down cravings later in the day.
2. Don’t fear healthy fats
Fat slows digestion, keeps you full, and supports hormone balance — all crucial for mood and appetite regulation.
Avocado, tahini, walnuts, olive oil? All in rotation now.
3. Choose texture over sugar
Sometimes I craved candy when I really wanted crunch. Swapping jellybeans for roasted chickpeas, or sorbet for frozen mango chunks, hit the spot in a way that didn’t leave me wanting more 10 minutes later.
4. Stay hydrated, but with flavor
I used to confuse thirst for hunger.
Now I drink herbal teas, infused water, or electrolyte water between meals to help regulate hunger cues.
The truth about “plant-based” and fullness
Going vegan didn’t make me immune to cravings—it just changed the terrain.
Many plant-based staples (rice, oats, fruit, crackers) are delicious and nourishing, but not enough on their own to keep energy and appetite steady.
And while the rise of vegan processed foods (cookies, fake meats, etc.) makes things convenient, they don’t always solve the balance puzzle.
It’s easy to go heavy on carbs and light on protein, fiber, or fat—which sets up the exact roller coaster that triggers cravings.
Final thoughts
After five years of being vegan, here’s my clearest takeaway: cravings aren’t a personal flaw or a sign your body is broken.
They’re data.
And when I stopped blaming myself and started listening, I found that balance—not restriction—is what actually satisfied them.
If you’re struggling with plant-based cravings, don’t give up or try to “power through” with raw carrots. Instead, treat your meals like a recipe for stability: a little protein, a little fat, a lot of fiber, and no shame in a snack that actually works.