THE PSYCHOLOGY OF “TREATS”
Halloween is around the corner, which means candy bowls are appearing in offices, kitchens, and pantries everywhere. And often, Halloween is just the “pregame” to an entire season of sweets, from candy in October, to pies in November, to cookie exchanges in December. All of these “treats” can bring a mix of joy…and stress.
Let’s talk about why treats (especially the sweet kind) can feel so complicated, and how to reframe them in a way that supports both your nutrition goals and your mindset.
WHY TREATS FEEL SO POWERFUL
Treats carry more than just calories. They carry meaning and emotional connection and memories, which can be as important to consider as calories. Some of the power that treats can carry looks like:
SCARCITY AND RESTRICTION: when we tell ourselves certain foods are “bad” or “off-limits,” a few things happen. We give food morality, which means we become “good” when we eat “good” food, and “bad” when we eat “bad” food. (Which isn’t true; food is food.) And when we put them on a pedestal of being “off-limits,” our brains become wired to want them more. (This is called the forbidden fruit effect, where things – food or otherwise – become more desirable once they are declared unavailable or forbidden.) These can often pull us into cycles of overeating and restricting.
REWARD LOOPS: Many of us grew up with food as a reward (was “clean your plate and you get dessert” a thing in your household?), so treats can trigger a sense of accomplishment or comfort.
EMOTIONAL TIES: A homemade cookie might remind you of your grandmother. A bag of Chex Mix might take you back to family trips. The emotional weight makes the food feel more significant than its nutritional profile.
None of these are inherently negative, but can feel like a negative effect depending on behavior and mindset.
WHAT HAPPENS WHEN WE RESTRICT
The paradox that you’ve very likely experienced: the more you try to cut out treats (or any specific food or food group) entirely, the stronger their pull becomes. Research in behavioral psychology shows that restriction often leads to heightened cravings and, eventually, overeating. That’s why an “all-or-nothing” approach can feel like a cycle: restriction → craving → overindulgence → guilt.
SOME REFRAMES
If you find yourself in a restriction and overeating cycle, falling into all-or-nothing thinking, or assigning morality to treats (this time of year or otherwise!), here are some strategies to try:
Instead of thinking of treats as “bad,” try seeing them as part of the picture:
Neutral language matters: calling a food “good” or “bad” assigns a right and wrong to your choices. A cookie is just a cookie. A carrot is just a carrot. Bread is just bread.
Planned enjoyment reduces guilt, especially around sweet treats that carry their own stigma. If you intentionally choose to have dessert, you’re less likely to eat it in excess or even in secret.
Mindful eating helps: slow down and ask yourself, “Do I actually want this right now?” (This takes a lot of practice! It is an area of behavior change where it can be really helpful to have a coach on your team.) Knowing that you want to be eating the treat on your plate or in your hand makes it more likely to enjoy what you eat, during eating and after eating — and to stop when you’re satisfied.
WHERE SWEET TREATS CAN BE HELPFUL
(Yes, helpful!)
Convinced that it’s okay to let go of the fear of including treats into your holiday season? Here’s some ways they are especially supportive and aligned with your nutrition goals when used intentionally:
AS A PSYCHOLOGICAL BUFFER: allowing flexibility makes it easier to stick with habits long-term.
FOR SOCIAL CONNECTION: food is often about people – “food as fuel” is true and important AND it has many other meanings, like connection. Sharing dessert with friends can support emotional well-being.
FOR SUSTAINABILITY: a nutrition plan that excludes joy isn’t sustainable (and, respectfully, you should leave any plan, program, or coach, who tells you that you’ve got to cut out the sweets completely to make and/or sustain progress). Building treats into your meals, holidays, and routines teaches you balance instead of perfection.
SO,
Treats aren’t the enemy. They’re just one piece of the puzzle — and they don’t undo all of your progress. The key is in your mindset and balance: treats can be enjoyed without guilt when you approach them with neutrality, intention, and awareness. (Again, an important recognition: this takes some work to cultivate!) Because at the end of the day, your nutrition journey isn’t about being perfect; it’s about finding balance you can actually live with.
YOUR NEXT STEP
Does this blog post resonate with you? At Front Porch Nutrition, I coach real people through real-life nutrition — thinking through what your wants, needs, and goals are, and working together to make changes that last not just in the moment, but for the long haul. Get started with 1:1 nutrition coaching today!
