Cold Weather Cravings Explained: The Science of Food and Fragrance in Winter

Why Cold Weather Triggers Sweet Cravings

When the temperature drops, our bodies demand more energy. Sweet foods provide glucose, the brain’s fastest fuel. Humans are born with an innate preference for sweetness—an evolutionary adaptation signaling safe, calorie-dense nutrition (Beauchamp & Mennella, 2009).

Cold environments may amplify this craving. Anthropologists suggest that higher calorie intake during colder months historically supported thermoregulation and survival, making sweet foods particularly valuable when energy expenditure was high (Southern Cross University, 2019).

Large-scale studies confirm that energy intake rises in colder months. In one U.S. cohort (~600 participants), caloric intake was ~86 kcal/day higher in fall than spring, with physical activity lowest in winter and body weight peaking seasonally (Ma et al., 2006). A more recent 2022 analysis found energy intake was highest in winter and decreased as temperatures warmed, about 25% lower in summer (Horiuchi et al., 2022).

Reviews of circannual physiology suggest appetite-regulating hormones like leptin and ghrelin fluctuate across the year, alongside stress hormones, potentially heightening hunger and preference for calorie-dense foods in winter (de Castro, 2004).

Mood, Serotonin, and Seasonal Affective Disorder (SAD)

Light exposure also influences appetite. Reduced daylight in winter lowers serotonin activity, which can intensify cravings for carbohydrates and sweets. This mechanism is especially pronounced in individuals prone to Seasonal Affective Disorder (SAD), a mood condition marked by hypersomnia, overeating, and pronounced carb cravings.

Clinical and mechanistic studies confirm that carbohydrate intake transiently boosts serotonin, providing short-lived mood relief when central serotonin is low (Rosenthal et al., 1989; NIMH, 2021).

The same mechanisms that make us crave sweet foods also shape our fragrance preferences. Studies in neuroscience show that pleasant odors can stimulate the brain’s reward pathways, activating dopamine release and reinforcing feelings of comfort and satisfaction (Herz, 2009).

In essence, winter cravings are not simply indulgent habits; they are tied to neurochemical adaptations that help stabilize mood during low-light months.

Environmental cues like short daylight and cold imagery can activate survival-related thoughts and drive appetite for high-calorie foods. Experimental studies show that winter cues alone, without actual cold exposure, can trigger greater desire for calorie-rich meals, reflecting an evolved energy-storage strategy (Zhang et al., 2022).

This aligns with the seasonal shifts observed in energy intake, body weight, and appetite-regulating hormones.

Consumer Behavior: Why Sweet Fragrances Sell in Winter

Seasonal biology may also explain seasonal consumer trends. In fragrance, gourmand scents, those featuring sweet, edible notes like vanilla and tonka bean, see heightened popularity during colder months. Industry data consistently show fragrance sales and gift sets surge in Q4, with gourmand perfumes among the strongest-performing categories.

This parallels winter cravings for sweet foods: warm, vanillic fragrances feel both comforting and indulgent, aligning with seasonal mood and environmental conditions.

Why We Gravitate Toward Sweet and Warm Fragrances in Winter

Fragrance perception follows physical chemistry as much as psychology. Volatility and vapor pressure increase with temperature. In cold air, evaporation slows, so lighter top notes (citrus, aldehydes) don’t bloom as readily. Instead, heavier aroma compounds, vanilla, amber, tonka, become more perceptible, making them feel richer and more comforting indoors (Odor Science Overview; Gupta et al., 2019).

This is not just chemistry, it’s emotional, too. Neuroscientific research confirms that pleasant odors activate dopamine reward pathways, reinforcing feelings of pleasure and comfort (Herz, 2009).

And because scent interacts so closely with memory and emotion, these sweet, lingering aromas can offer a form of seasonal comfort. Scents can even transport us, unlocking vivid memories and emotions in an instant.

Fragrance Design and Seasonal Adaptation

Perfumers are acutely aware of olfactory adaptation and design fragrances to evolve. Fine fragrances are structured in top, heart, and base notes, allowing different parts of a scent to emerge as others fade. This deliberate architecture ensures fragrance remains dynamic, even as your nose adapts, and it prevents the entire composition from becoming “invisible” to the wearer. For example, bright citrus or herbal top notes create an immediate impression, but as those fade, floral or spicy heart notes develop. Finally, rich base notes, amber, woods, or musk, settle in, often lasting for hours.

Practical Ways to Engage With Sweetness in Winter

• Food: Choose nutrient-dense but satisfying options, like baked root vegetables glazed with honey or oatmeal with cinnamon, that meet cravings while supporting health.
• Fragrance: Rotate into gourmand or woody perfumes that not only align with winter moods but also perform better in colder air.
• Daily Rituals: Incorporate scent into small winter routines, like lighting a candle before a quiet evening or applying a warm fragrance before heading outside.

Winter cravings for sweetness, in both food and fragrance, are grounded in biology, psychology, and environment. From evolutionary adaptations to the neurochemistry of serotonin and dopamine, our bodies are finely tuned to seek comfort and warmth in colder months. Far from being indulgence alone, these cravings reflect a deeper interplay between survival, mood regulation, and sensory experience.