An interesting observation I have had recently, fitness or nutrition to be particular is something an area where many people hold expertise. Do not trust me? Try this experiment. In a social setting, ask these two questions to a person in the very order I have mentioned:
- Could you tell me how do you fly an aircraft?
- Could you tell me a few ways I can lose weight?
Guess which question would ensure a lengthy lecture? Treat yourself to a cookie. Okay, jokes apart, the tips/tricks every random person would give you is to cut out fried food, oil/butter, sugar, salt, water, life out of your life. If you agree to ride this horse, the one warning they will give you is that you will have sugar cravings and struggle with it.
Reference: "I have done it myself. Ask me!" The question here that we need to answer is if sugar is really as addictive as people claim it to be? Science does not back the claim that 'Sugar is as addictive as Cocaine' or sugar addiction in general. 
So why do find people find it difficult to manage their sugar intake?
Short answer - Palatability.
Long answer - Sugar makes our food more palatable and tasty. That makes us eat more of it. When was the last time you went to a coffee shop and took the sugar sachets one by one into your mouth and finished 100 packs of it. Never. Duh...But if you kept an entire cake in front of you, chances are you might not have stopped at one piece. Mind you, the cake is not just sugar but has a lot of other ingredients. It is the palatability that predicts how much you will eat and it can override our appetite signalling mechanisms making us overeat. 
Another example of this would be you eating boiled potatoes against french fries. Guess who wins? What can we conclude from this? That sugar addiction is as real as you spotting a unicorn.
Article Contributed by - Pratik (CoFounder, GetSetGo Fitness)