At night, humans are biologically hard-wired to crave sweets, salts, and fats.
Before the nighttime fast, filling up the body with excess fuel was a prehistoric survival mechanism could mean life-and-death for the caveman.
But now, with easy access to millions of calories, these nightly biological cravings work against us.
Over 80% of Americans snack regularly at night. Every week, over 700 million nighttime snacks are consumed resulting in a weekly spend of over $1B. The most popular nighttime snack choices are known to be unhealthy and also disruptive to sleep quality: ice cream, chips, cookies, and candy top the list. Why do we make such unhealthy choices at night? Because eating junk is the single most efficient way to store excess energy inside the body.
Consumers are finally waking up to the link between unhealthy nighttime snacking and the quality of their sleep. The result is that this outdated human survival mechanism is now serving up a multi-billion dollar opportunity.
