Food Noise, Cravings and PMOS: Why Willpower Isn't the Answer

Do you think about food far more than you would like to?

Perhaps you have only just finished lunch and are already planning what comes next. Perhaps there is a running commentary in the background of your day: what you have eaten, what you should not eat, what is in the cupboard, whether you have been "good".

For years, many women with PMOS, previously known as PCOS, have assumed this was simply a personal failing.

There is now a name for it: food noise. And the fact that it is being named, measured and researched tells us something important.

What Is Food Noise?
Food noise is not a medical diagnosis. The phrase came from patients, particularly people who had started taking GLP-1 medicines and noticed that the constant chatter about food had gone quiet.

Researchers have since tried to pin it down. One group described it in 2023 as a heightened and persistent reaction to food cues, often leading to intrusive thoughts about food. Another, in 2025, defined it as persistent thoughts about food that are unwanted or distressing and that may cause harm, whether social, mental or physical.

The important words are persistent and unwanted.

Wondering what to cook at five o'clock is not food noise. Nor is enjoying food or looking forward to a meal out. Food noise is when the thoughts keep coming, are not welcome and get in the way of everything else.

This is a young area of science. The first questionnaires designed to measure food noise were only published in 2025, and to my knowledge it has not yet been measured directly in women with PMOS.

Hunger, Cravings and Food Noise Are Not the Same
It helps to separate three things that often get lumped together.

Hunger is the body's need for energy. A craving is an intense desire for a particular food. Food noise is the persistent mental preoccupation that can sit behind both, and it can be present even when you are not physically hungry at all.

That is why "just eat when you're hungry" is such unhelpful advice for some people.

Why Might This Matter in PMOS?
Although food noise itself has not been studied in PMOS, its close relatives have.

In a UK survey of women with PCOS, food cravings were common, and 60% of the women who were also living with obesity were categorised as having binge-eating behaviour. This was an online survey, so it may over-represent those who struggle most, but the numbers are striking.

A 2024 meta-analysis went further. Drawing on 20 studies and almost 29,000 women with PCOS, it found roughly double the odds of binge eating disorder compared with women without the condition, and higher odds of bulimia nervosa. Disordered eating scores were higher in women with PCOS regardless of body weight.

Why might this be?

As we explored at the start of the month, insulin resistance, differences in how fullness signals respond after meals, poor sleep and chronic stress can all influence appetite. Add years of being told to eat less and lose weight, often without much support, and it is not hard to see how food becomes a preoccupation.

Why Willpower Isn't the Answer
Willpower assumes that the problem is a decision.

But the brain's response to food cues is largely automatic. The sight, smell or even the thought of food can trigger wanting before any conscious choice has been made. How strongly that happens varies between people, and it is shaped by hunger, sleep, stress, biology and the food environment around us.

Strict rules can turn the volume up as well. Experimental studies suggest that when people are asked to avoid a particular food for a short time, cravings for that food tend to increase, especially in those already prone to cravings. Trying hard not to think about something is a reliable way of thinking about it more.

The picture is not completely one-sided. In longer, structured programmes, cravings often reduce over time. But it does help to explain why another round of cutting things out so often makes the noise louder, not quieter.

How GLP-1 Medicines Changed the Conversation
You will have seen the headlines.

GLP-1 medicines mimic the gut hormone we met earlier this month. They act on the gut and on areas of the brain involved in appetite and reward. In a two-year trial, people taking one of these medicines reported fewer cravings and found them easier to resist than people taking a placebo. This was an exploratory analysis in a subgroup of participants, so it is a signal and not the final word.

What interests me most is not the medicines themselves, but what they have revealed.

When a treatment that acts on appetite pathways quietens thoughts about food, it becomes very difficult to argue that those thoughts were ever a character flaw. That has helped to move the conversation from blame towards biology, and many women have found that a relief in itself.

Some context matters here. These are prescription-only medicines with specific eligibility criteria and potential side effects. NICE is clear that they should be used alongside support with nutrition and physical activity, and the International Evidence-Based Guideline says they may be considered in PMOS in line with general population guidance, weighing up benefits and side effects. The MHRA advises that they should not be used during pregnancy, when trying to conceive or while breastfeeding, and that they should only be obtained through a registered prescriber and pharmacy.

Whether they are appropriate for you is a conversation for your GP or specialist. It is not something I can advise on.

What Can Help Turn the Volume Down?
Food and lifestyle changes do not work in the same way as a medicine, and I would be cautious about any product that claims to.

What they can do is address some of the things that amplify food noise.

Eating enough, and eating regularly, matters more than most people expect. Food thoughts tend to be louder when the body is under-fuelled. Meals built around protein, fibre and plenty of vegetables, as we covered in the top tips blog, give fullness signals the best chance of being heard.

Sleep and stress deserve attention too, because both can make food more rewarding and harder to resist.

Your surroundings count. If the trigger is a cue, changing the cue is usually easier than resisting it. Moving the biscuits out of sight is not weakness. It is sensible design.

And loosening rigid food rules, ideally with support, often does more to quieten things than tightening them.

When to Seek More Support
Please speak to your GP if you recognise any of the following:

• regularly eating large amounts while feeling out of control
• eating in secret, or feeling intense guilt or distress after eating
• making yourself sick, using laxatives or severely restricting food
• thoughts about food, weight or eating that dominate your day.

Eating disorders are treatable. The charity Beat offers information and helplines.

The Bigger Picture
Food noise is not evidence that you are greedy, weak or broken.

It is what happens when appetite biology, a food environment designed to grab attention and years of dieting messages meet in one person. PMOS can add to that load.

So perhaps the question is not "Why can't I just stop thinking about food?"

It might simply be: what is turning the volume up, and what support would help to turn it down?

This article is for educational purposes only and is not a substitute for medical advice. BANT-registered nutrition practitioners do not diagnose or treat medical conditions, nor do they prescribe or alter medication. Always consult your GP before making any changes to your medications or supplements.

Circadian Rhythms: Influencing Hormones and PMOS

Beyond the hustle and bustle of daily life, there exists a silent conductor orchestrating the body's essential functions and processes - the circadian rhythm. This 24-hour internal clock plays a crucial role in synchronizing various bodily systems, including the well-known sleep-wake cycle. 

However, the influence of circadian rhythms extends far beyond regulating our sleep patterns. 

In this blog post, we'll explore the profound impact of circadian rhythms on hormone production and how understanding this connection can be pivotal for those managing Polycystic Ovary Syndrome (PMOS).

The Connection Between Circadian Rhythms and Hormones

At the core of our circadian rhythms lies the body's internal clock, intricately linked with environmental cues, especially light. 

While the sleep-wake cycle is a prominent circadian rhythm, it's noteworthy that other bodily systems, including hormone production, follow similar cycles. Research has shown that disruptions in circadian rhythms can have far-reaching effects on hormonal balance, impacting conditions such as PMOS.

A cross-sectional study delved into the circadian rhythm of individuals with PMOS, uncovering intriguing findings. The research revealed a delayed offset of melatonin relative to clock time and sleep time in PMOS patients. 

This delay was associated with higher serum free testosterone levels and worsened insulin sensitivity. These findings provide a glimpse into why many individuals with PMOS may experience difficulties in starting their day.

Tips for Optimizing Your Circadian Rhythm

Understanding the significance of circadian rhythms opens the door to proactive measures for improved hormonal balance. Here are some simple tips to enhance your circadian rhythm:

Set a Regular Sleep Schedule: Establish a consistent bedtime and wake-up time, even on weekends, to align your body with a predictable rhythm.

Prioritize Regular Mealtimes: Consistent meal schedules support the circadian rhythm, contributing to overall well-being.

Embrace Morning Light Exposure: Welcome natural light as soon as you wake up. Open the curtains, step outside, and let the morning light kickstart your day.

Dim Lights in the Evening: Toward evening, reduce light exposure and minimize stimulation. Create a calming environment by dimming lights as bedtime approaches.

Limit Screen Time Before Bed: Avoid phones, screens, and tablets at least 2 hours before bedtime to promote better sleep quality.

As we unravel the intricate connection between circadian rhythms, hormones, and PMOS, it becomes evident that fostering a healthy internal clock is essential for overall well-being. 

By incorporating simple lifestyle adjustments, such as regular sleep schedules and mindful exposure to light, individuals with PMOS can take proactive steps toward optimizing their circadian rhythms. 

Embrace these tips, tune into your body's natural rhythm, and pave the way for improved hormonal balance and enhanced quality of life.

Xenoestrogens and PMOS

While hormonal imbalances and genetic factors are primary drivers for PMOS, there's a lesser-known contributor: xenoestrogens. 

Xenoestrogens are synthetic compounds found in a range of everyday products, from plastics and cosmetics to pesticides and food packaging. These substances mimic the effects of oestrogen, a key hormone in the body, and can disrupt hormonal balance. In the context of PMOS, the influence of xenoestrogens is particularly relevant due to their potential to interfere with the endocrine system and contribute to the development and progression of the condition.

Signs of Xenoestrogen-Driven Symptoms of PMOS

Here are some indicators that xenoestrogens may be playing a role in exacerbating your PMOS symptoms:

• Hormonal Imbalance: Xenoestrogens can disrupt the endocrine system by binding to oestrogen receptors in the body. This disruption can lead to imbalances in hormone levels, including increased oestrogen activity. In women with PMOS, who already have hormonal imbalances, the introduction of xenoestrogens could exacerbate these imbalances, potentially leading to increased androgen (male hormone) production and further worsening PMOS symptoms.
• Insulin Resistance: Xenoestrogens may contribute to insulin resistance, a common feature of PMOS. Insulin resistance can lead to higher levels of insulin in the body, which can trigger increased androgen production by the ovaries and contribute to the development of PMOS symptoms.
• Inflammation: Xenoestrogens have been linked to increased inflammation in the body. Chronic inflammation is believed to play a role in the development and progression of PMOS. Inflammation can exacerbate insulin resistance, disrupt hormonal balance, and contribute to the metabolic and reproductive abnormalities seen in PMOS.
• Ovarian Function: Xenoestrogens may impact ovarian function by interfering with normal follicular development and ovulation. This disruption in the ovarian cycle can contribute to the irregular menstrual cycles and fertility issues commonly observed in women with PMOS.
• Fat Accumulation: Some studies suggest that xenoestrogens may contribute to fat accumulation, especially visceral fat (fat around the abdominal organs), which is associated with insulin resistance and hormonal imbalances—key features of PMOS.
• Endocrine Disruption: Xenoestrogens have the potential to disrupt the normal functioning of the endocrine system, which plays a crucial role in regulating various bodily processes, including metabolism, growth, and reproduction. Disruption of the endocrine system can contribute to the development and progression of PMOS.

Managing Xenoestrogen Exposure

Strategies aimed at minimizing xenoestrogen exposure and supporting hormonal balance can play a crucial role in alleviating symptoms and promoting overall health:

• Choose Natural Products: Opt for cosmetics, personal care products, and household items made from natural, chemical-free ingredients.
• Avoid Plastics: Minimize plastic use, especially for food storage and preparation, and opt for glass or stainless-steel alternatives.
• Eat Organic: Choose organic produce and foods to reduce exposure to pesticides and chemicals that may contain xenoestrogens.
• Hormone-Friendly Diet: Embrace a balanced diet rich in whole foods, fibre, and nutrient-dense options to support hormonal equilibrium.
• Detoxification: Consider practices that support the body's natural detoxification processes, such as staying hydrated, consuming cruciferous vegetables, and supporting liver health.

If you’d like to chat further about how to reduce your toxic exposure, or how to improve your body’s natural detoxification processes, why not book a call to talk with us further? You can book a call here.