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Left no crumbs? Nearly half of America's late-night snackers do it in bed, according to survey

Survey shows nearly 44% of people in the U.S. who snack late at night do it while in bed

CHICAGO, April 16, 2024 /PRNewswire/ -- Kellanova (formerly Kellogg Company) today announced the release of its 2024 Late-Night Snacking survey, which has shown that bedtime isn't just for sleep in America. In a survey of more than 1,000 U.S. adults conducted to better understand Americans' late-night snacking preferences, nearly 44% of the people who snack late at night do so while in bed – with 58% of adults ages 18-24 noting this is their location of choice for late-night snacks. The survey also found that late night nibblers favor cookies, ice creams and chips.

The different ways Americans snack late at night.
The different ways Americans snack late at night.

"As a leader in global snacking, with iconic brands like Pringles, Cheez-It, Pop-Tarts and Rice Krispies Treats, we're constantly looking for new ways to better understand our consumers," said Amjad Malik, Kellanova's Vice President of Insights & Analytics. "We already know people are snacking throughout the day, and we were interested in learning more about late-night snacking habits. While we aren't at all surprised that 30% of people snack late at night, we were surprised to learn where they are doing it – in the bedroom!"

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The survey also found that among those snacking in bed:

  • 66% are snacking alone;

  • 20% of people are eating salty snacks; and,

  • 31% said they were satisfied after finishing their snack

The survey also found that men are more vulnerable to the late-night munchies than women, and that they more often crave spicy, sour, and bitter snacks over sweet choices. Of the women who snack late at night, 74% of them reported that they do so because they are bored and said that they more often crave sweet, salty, and gooey foods.

Other interesting findings include:

  • Baby Boomers (those older than 60 years) are the only age group that reported they prefer the living room over the bedroom for their late-night snacking;

  • People aged 35-39 were the only group to list "spicy" as part of their top 3 cravings late at night; and,

  • Half of the late-night snackers (50% of survey respondents) said that they are eating while watching television, with nearly a quarter saying their entertainment of choice is a "sitcom or comedy."

Survey interviews were conducted online, and the data was weighted to approximate a target sample of adults based on gender, age, income, race and region.

About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international cereal and noodles, and North America frozen foods with a legacy stretching back more than 100 years. Powered by differentiated brands including Pringles®, Cheez-It®, Pop-Tarts®, Kellogg's Rice Krispies Treats®, RXBAR®, Eggo®, MorningStar Farms®, Special K®, Coco Pops®, and more, Kellanova's vision is to become the world's best-performing snacks-led powerhouse, unleashing the full potential of our differentiated brands and our passionate people. Our net sales for 2023 were $13 billion.

At Kellanova, our purpose is to create better days and ensure everyone has a seat at the table through our trusted food brands. We are committed to promoting sustainable and equitable food access by tackling the crossroads of hunger, sustainability, wellbeing, and equity, diversity & inclusion. Our goal is to create Better Days for 4 billion people by the end of 2030 (from a 2015 baseline). For more detailed information about our commitments, our approach to achieving these goals, and methodology, please visit our website at https://www.kellanova.com.

Kellanova logo (PRNewsfoto/Kellanova)
Kellanova logo (PRNewsfoto/Kellanova)
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SOURCE Kellanova