Before the long nighttime fast, humans are biologically hard-wired to store excess fuel inside the body.
That prehistoric survival mechanism meant life-or-death for our caveman ancestors.
Unfortunately, due to easy modern access to calorie-dense snacks, our prehistoric nighttime cravings now do more harm than good.
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: cookies, chips, and ice cream top the list.
Why do we make such unhealthy choices at night? Because eating calorie-dense 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? This outdated human survival mechanism has set the foundation for the next great consumer category:
Sleep-friendly nighttime snacking.
