Up to 90% of pregnant women experience food cravings —but what triggers them, when do they start, and how can you manage them without compromising your health or your baby’s well-being?

In this article, we’ll uncover the 10 most common pregnancy cravings, explore why they happen, and share smart strategies to satisfy them—so you can enjoy the journey, stay on track, and nourish both you and your growing baby along the way.

🍟 What Are Pregnancy Cravings?

Pregnancy cravings are intense urges for specific foods that can feel impossible to resist. While cravings happen outside of pregnancy too, during pregnancy they're amplified by hormonal changes, heightened senses (especially smell and taste), and emotional shifts. That sudden need for salty chips or chocolate? It’s totally normal.

⏰ When Do Pregnancy Cravings Start?

Cravings can kick in at any time but typically start in the late first trimester, peak during the second trimester, and often ease by the third trimester. Most cravings disappear after birth, though some mums say they linger a little longer!

🤔 What Causes Pregnancy Cravings?

While we don’t know the exact cause, researchers believe cravings are triggered by a mix of:

• Hormonal shifts that change your senses of taste and smell
• Increased nutritional needs (e.g., more iron or calcium)
• Emotional eating for comfort, especially when tired or stressed

However, cravings aren’t always a clear signal of what your body needs—so it’s better to see them as a cue to pause and choose wisely, rather than a direct instruction.

🥐 The 10 Most Common Pregnancy Cravings (And How to Handle Them Smartly)

Here’s a guide to the top pregnancy cravings and how to satisfy them without going off track:

1. Chocolate
Sweet, comforting, and mood-boosting.
✅ Smart Swap: Enjoy a couple of squares of dark chocolate. Or try the In Shape Mummy Pregnancy Superfood Shake in Chocolate Brownie flavour—it satisfies chocolate cravings while nourishing you and your baby with protein, vitamins and superfoods.

2. Carbohydrates (Bread, Pasta, Crackers)
Craved for comfort, energy, and to ease nausea.
✅ Smart Swap: Choose whole grain options like brown rice, oats, and wholemeal bread to stay fuller for longer and support digestion.

3. Fruit (Especially Citrus)
Fresh, juicy, and packed with nutrients—this is a great craving to have!
✅ Smart Swap: Keep cut fruit or frozen berries on hand. Blend them into a smoothie or shake for a refreshing and vitamin-rich boost.

4. Fast Food (Pizza, Chips, Fried Foods)
Salty, greasy, and oh-so-tempting—especially when tired.
✅ Smart Swap: Make homemade versions like oven-baked sweet potato fries or home made veggie-loaded pizza.

5. Dairy (Milk, Cheese, Yogurt)
Common due to increased calcium needs.
✅ Smart Swap: Choose pasteurised dairy or calcium-rich plant-based alternatives. Our pregnancy shake is also a source of calcium.

6. Spicy Foods (Curry, Chili Sauce)
Flavour cravings can intensify during pregnancy.
✅ Smart Swap: Enjoy spicy dishes in moderation. Avoid them if you’re prone to heartburn.

7. Pickles and Salty Snacks
Tangy, crunchy, and a classic pregnancy craving.
✅ Smart Swap: Enjoy pickles in small amounts, or try roasted chickpeas, olives, or seaweed snacks—but go easy on the salt to avoid water retention and high blood pressure.

8. Sweets (Lollies, Pastries, Cakes)
Your sweet tooth might go into overdrive!
✅ Smart Swap: Choose naturally sweet options like fruit, Greek yogurt with honey, or our vanilla or chocolate brownie shake for a nutritious fix.

9. Cold Foods (Ice Cream, Icy Poles)
Especially popular in summer or to soothe heartburn.
✅ Smart Swap: Try frozen banana or grapes, yogurt-based ice cream, or an icy cold In Shape Mummy Pregnancy Shake in Vanilla or Chocolate Brownie - it’s refreshing and nourishing.

10. Animal Protein (Red Meat, Chicken)
Can be linked to iron or protein needs.
✅ Smart Swap: Choose lean, fully cooked meats or iron-rich plant-based options like lentils, spinach, and beans. If you suspect iron deficiency, check with your healthcare provider.

👶 How to Manage Cravings Without Guilt

You don’t need to deny yourself—but you don’t have to give in to every craving either. The key is balance.

Instead of eating a whole block of chocolate, have a couple of squares. No need to reach for a king size bar. The snack size bar will satisfy your craving just the same. There is nothing wrong with indulging in a few of your cravings as long as you know not to over do it.

And try to satisfy cravings with purpose—swap for foods that both taste good and support your health.

This where the In Shape Mummy Pregnancy Superfood Health Shake can make a huge difference. It’s packed with essential nutrients like plant-based protein, calcium, B vitamins and fibre—plus, it's deliciously indulgent with no processed sugar or artificial nasties. Available in Vanilla and Chocolate Brownie, it’s a smart choice when cravings strike or when you just need a quick, nourishing snack.

🧘‍♀️ Final Thought

It’s okay to indulge when you feel the urge. The key is balance. Aim for moderation, and whenever possible, choose foods that make you feel good and support your baby’s healthy development.

Craving something now? Make it count—with a delicious pregnancy shake that tastes like dessert but delivers essential pregnancy nutrients for you and your baby.