Cravings - something most people experience at some time, but for many something they experience ALL the time. Pregnant women and sometimes children can experience non-food cravings (known as pica). This is where they desire to eat things such as dirt, clay, chalk etc. But for the majority of us, it's usually foods such as chocolate or pizza!

We don't really know exactly why we experience cravings, and the reason could be either physical (such as a nutrient deficiency or even craving something we're actually allergic to), or psychological. In fact, it could be a combination of both. The fact of life for most people is that they will experience cravings at some point, so the real challenge is how we deal with them.

If you feel a craving for a particular food on occasion, then unless you're allergic or intolerant to that food, it's probably OK to simply indulge. Even if it's a food you consider "unhealthy", it may actually be healthier to eat and forget rather than feeling stressed while trying to fight the craving. But what if the craving doesn't go away even after eating the food - or doesn't stay away for long? This could likely have a psychological basis, and may be referred to by some as an addiction (a psychological rather than physical addiction).

There are several theories as to what you can do to "kill" those cravings, but the one that works for you may not be one that works for someone else. So trial and error is often the way to tackle the problem.

Strategy 1: Elimination
Sometimes it's possible to remove cravings for particular foods by eliminating those foods from your diet completely. For example, if you constantly crave sweet foods, try weaning yourself off sweets altogether. Some people get into the habit of having something sweet after a main meal, and without that dessert the meal doesn't feel complete. But once the habit is broken, the craving may not be there anymore. At first, try finishing off the meal with a hot drink (tea, coffee, etc) instead. Decaffeinated coffee and tea is now widely available if you don't want to increase your intake of caffeine. Even just brushing your teeth after a meal can help remove the desire for something sweet after it.

Strategy 2: Substitution
Most foods can be satisfactorily substituted. The substitute may not be the same as the real thing, but if you're honestly trying to remove a particular craving, then a substitute can be a great help. Say you crave takeaway pizza. A good way to deal with such a craving is to start making your own, healthier pizzas. This does take a bit more effort than simply picking up the phone, but the result is worth it. You can use low fat flat bread as the base, reduced fat cheese and plenty of vegetables that go great on pizzas like capsicum and onion, and a small amount of your favourite, more indulgent, toppings such as pepperoni. If made with a little thought, home made pizzas can make quite a healthy, balanced meal - and they can taste better too.

Strategy 3: Tame the Craving
Everyone is different so this may not apply to all. However with some people, suppressing a craving can make it grow into a psychological monster. Eventually the desire for the food doesn't leave the person's thoughts for long and they may end up overindulging when they can't suppress the craving any longer. They may even find themselves eating so much of the food it makes them sick. This is an extreme example but not terribly uncommon. If you find yourself in this category, why not try consuming small amounts of the food you crave as treats. Be careful though, you don't want to find yourself simply indulging every day - discipline is still required here. Set yourself some rules - for example, only one slice of pizza as a snack between other healthier meal options. Or maybe just a child's size chocolate every second day.

Strategy 4: Exercise
Exercise is a wonderful tool for controlling cravings. First of all it takes your mind off the craving at least for a while. And because of the endorphins which are produced through exercise, often you'll find the craving will subside or go away completely after exercising. As an added bonus, if you find yourself indulging anyway, at least you've worked some of the indulgence off!

If you're one of the many people who crave foods you'd rather not eat too much of, then try some of the above strategies. Experiment and see what suits you. Everyone is different and will find a different solution. Get to know your body and your mind, why you might be craving these foods, and what strategy works best for you.