Kellanova’s 2024 Late Night Snacking Survey provides intriguing insights into Americans’ late-night eating habits. Key findings include approximately 44% of those who snack late at night while in bed, with the 18-24 age group predominantly favoring this location. According to the report, potato chips, cookies and ice cream are becoming popular choices for evening snacking.
Amjad Malik, vice president of insights and analytics at Kellanova, emphasizes the importance of understanding consumer behavior in the snacking industry. While it’s not surprising that 30% of people snack late at night, the fact that many do so in the bedroom adds a new dimension to consumer behavior analysis.
Further analysis of the survey data reveals intriguing trends. For example, most men crave spicy, sour and bitter tastes late at night, while women are more inclined to crave sweet and salty foods, often driven by boredom. Baby boomers buck this trend by preferring the living room for late-night snacking, while younger age groups tend to gravitate toward the bedroom.
Moreover, the survey shows a strong correlation between late-night snacking and entertainment consumption: half of respondents admitted to chewing while watching TV, often choosing sitcoms or comedies.
It is worth noting that survey interviews were conducted online and were carefully weighted to ensure the sample was representative of various demographic variables.
The 2024 Night Snacking Survey provides valuable insight into the preferences and behaviors driving late-night eating habits in America. Understanding these patterns can drive product innovation and marketing strategies in the snack food industry, satisfying the diverse needs of consumers even in the wee hours of the night.
