From fist clenches to Ozempic: The new science of beating cravings

More people are turning to new ways of managing cravings and appetite, from simple tricks to prescription drugs. Recent studies show that small habits—like distraction or muscle tension—can help control food urges. Meanwhile, the use of weight-loss medications has surged across Europe, changing how many approach hunger and health. Cravings are not the same as hunger, and experts suggest they can often be managed without eating. Drinking water may help, as dehydration sometimes mimics hunger signals. Simple distractions, such as watching a funny video, calling a friend, or doing a puzzle, can delay cravings long enough for them to fade. Even physical actions, like clenching a fist or tensing muscles, have been found to reduce the intensity of food urges.

Other methods focus on long-term habits. Green or black tea can aid fat burning and stabilise blood sugar levels. Exercise, particularly aerobic activity, suppresses appetite by boosting a peptide that reduces hunger—without increasing the desire to eat. Emotional strategies, such as performing good deeds or practising forgiveness, have also been linked to lower stress and fewer episodes of emotional eating. Alongside these techniques, the use of GLP-1 drugs has risen sharply. In May 2021, only 6% of adults were taking medications like Ozempic or Wegovy to control appetite. By 2023, that number had doubled to 12%. In Germany and the wider DACH region, awareness of these drugs now stands at 63%, with over four million households expected to use or consider them by early 2026. The market for such treatments is growing by 30% annually in Europe, driven by better availability, insurance coverage, and rising demand for alternatives like Mounjaro. This shift has even influenced broader trends, from changes in food shopping habits to an increase in cosmetic procedures.

The combination of behavioural tricks and medical options is reshaping how people handle cravings and weight management. With prescription drug use climbing and simple techniques proving effective, more individuals now have tools to address hunger in different ways. The impact extends beyond personal health, affecting markets, consumer behaviour, and even medical services.