It’s the snacking dayparts where consumers’ need states really change. While morning snacking was relatively high on better-for-you needs, the need for healthier options during afternoon and late-night times declined to 10% and 8.6%, respectively. Compare that to 15.4% overall during the day.

And on the flip side, craveability grows in importance as the day goes on. Nearly 40% of consumers looking for a late-night snack said they are driven by a craving, and 35.3% of afternoon snackers said the same. Compare that to 30.3% overall.

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