It may just be me but I equate (cravings) with to many carbs. Carbs / sugar tend to give you carvings. Once the carbs get out of your system a couple of days later you start burning the fat and the hunger pains go away. Cheat and the pains come back. I'm never really hungry of the diet, I just eat when I think I need to . But a diet is a diet, all the other diets I've been on I feel like I'm starving always craving food. At least this one you can eat as much as you want as long as your eating the right things and you don't have the hunger pains. Stick with it.