Incubation also applies to food

Many people believe that the longer they stay in recovery, the easier cravings should become. But what if cravings sometimes get stronger weeks or months later?

In today’s video, we explore the neuroscience behind something called the incubation of cravings, a phenomenon that explains why trigger-driven urges can intensify over time, even while overall progress is happening. Understanding this can help remove shame, reduce discouragement, and support a more realistic and sustainable recovery journey.

What You’ll Learn in This Video:

• The difference between baseline cravings and cue-induced cravings

• Why cravings may peak weeks or months into recovery

• How environmental, emotional, and unconscious triggers influence urges

• Why stronger cravings are NOT a sign that recovery is failing

• Research-backed insights on long-term recovery and relapse prevention

If you’ve ever felt discouraged because cravings returned later in your recovery, this video is for you. Recovery is not linear, and understanding how cravings evolve over time can help you approach healing with more compassion and clarity.

Please like, subscribe, and share this video with anyone who might benefit from it. Also, don’t forget to sign up for my newsletter for more insights, tools, and support on your recovery journey!

0:00 – Intro

0:29 – What is the “Incubation of Cravings”?

0:41 – Why cravings can increase during recovery

1:19 – Baseline cravings vs. Cue-induced cravings

1:55 – When cravings typically peak in recovery

2:22 – Why relapse risk can increase later (and why it’s not about willpower)

2:53 – The science behind food cravings and brain changes

3:21 – Why stronger cravings don’t mean recovery is failing

3:40 – What research shows helps reduce incubated cravings

4:10 – The truth about recovery being non-linear

4:30 – Encouragement and key takeaway

4:39 – Please like and subscribe

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Disclaimer: The information on this channel is for educational purposes and is not intended to be a substitute for medical advice or therapy. The views and opinions expressed by podcast guests are their own and do not necessarily reflect those of Kristina Dobyns or Beyond Binge Eating.