Kellanova unveiled its 2024 Late-Night Snacking survey results, shedding light on America’s nocturnal eating habits. The study, encompassing over 1,000 U.S. adults, reveals that bedtime isn’t solely reserved for slumber. A striking 44% of late-night snackers indulge while tucked in bed, with a staggering 58% of 18-24-year-olds favoring this cozy setting. Cookies, ice creams, and chips reign as the preferred munchies.
Amjad Malik, Vice President of Insights & Analytics at Kellanova, remarked, “As a frontrunner in global snacking, with beloved brands like Pringles, Cheez-It, Pop-Tarts, and Rice Krispies Treats, we are committed to understanding our consumers.” He noted, “While it’s no surprise that 30% of individuals snack late at night, the revelation of their chosen venue—the bedroom—certainly caught our attention!”
Further insights from the survey include:
- 66% of bed snackers enjoy their treats solo.
- Salty snacks are favored by 20% of respondents.
- 31% express contentment after their late-night indulgence.
Interestingly, men exhibit a higher susceptibility to late-night cravings compared to women, with a preference for spicy, sour, and bitter flavors. Conversely, 74% of female respondents cite boredom as a catalyst for their nighttime snacking, often leaning towards sweet, salty, or gooey options.
Additional noteworthy findings encompass:
- Baby Boomers opt for the living room over the bedroom for their midnight snacks.
- Individuals aged 35-39 list “spicy” among their top 3 cravings.
- Half of late-night snackers (50%) accompany their consumption with TV, with sitcoms or comedies being the preferred choice for nearly a quarter.
Conducted through online interviews, the survey data underwent weighting to mirror a diverse sample of adults based on gender, age, income, race, and region.
