Might be associated with sugar cravings

According to some studies, diet soda's artificial sweeteners may have the same effect on the food reward pathway in the brain as regular sugar, which might boost the desire to eat intake.

Researchers have also suggested that artificial sweeteners can increase sugar cravings and dependence since they are significantly sweeter than regular sugar, making it harder to lower your intake. A recent study from the University of Southern California Keck School of Medicine suggests that diet drinks containing the artificial sweetener sucralose may actually hinder dieters by triggering more intense food cravings in the brain than sugar-sweetened beverages. It is currently unknown if and how these phenomena affect weight gain. However, there is conflicting evidence on this subject, requiring more research on diet soda and sugar cravings.