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It turns out, women may actually be more inclined to crave high-fat and sugary foods compared to men. As Washington Post reporter Jennifer Van Allen points out, a study from 2009 found that even when women said they weren’t hungry, if they were asked to smell, taste and observe foods like pizza, cinnamon buns and chocolate cake, scans revealed activity in areas of the brain that regulate the instinct to eat. This, however, was not true for men. So not only is it physically more difficult for women to lose fat, but a natural inclination towards foods high in fat and sugar could also pose a greater dietary challenge.