Baked goods and sweet snacks are among the top food options that rule the night. A new Harris Poll online survey, conducted on behalf of a food processor and reflecting input from 2,000 U.S. adults, took a close look at consumers’ nighttime snacking tendencies and how the snack choices help determine sleep quality.
Commissioned on behalf of Nightfood Inc., an ice cream supplier based in Tarrytown, N.Y., the poll indicated that 83% of U.S. consumers say they snack at least one night a week, while 20% snack every night.
The most popular nighttime snack choices are salty snacks, selected by 84% of consumers and led by chips, popcorn and pretzels. Other favorites include baked goods (80%, led by cookies, cakes and doughnuts), candy (76%, led by chocolate, gummies and hard candies) and ice cream (75%).
“Bringing these percentages into actual numbers projects to hundreds of millions of nighttime snack occasions per week in the United States,” said Nightfood CEO Sean Folkson. “Twenty percent of U.S. adult consumers report snacking every night, so that alone would project to more than 350 million snacking occasions weekly. Add to that all the people who snack some or most nights, and then the sporadic people, and you’re potentially going to double that number.”
The poll also revealed that 51% of U.S. consumers who snack at night believe that unhealthy night snacking is a major challenge for them, with 58% wishing they felt more in control of nighttime snacking, and 54% reporting often feeling guilty about nighttime snack choices. Sixty-four percent report eating healthier earlier in the day than they do closer to bedtime.
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