A new consumer survey commissioned by Popchips suggests that snacking has become increasingly embedded in the daily routines of U.S. consumers, with chips remaining a popular choice during social gatherings and entertainment occasions.

The survey, conducted by Talker Research on behalf of Popchips, polled 5,000 adults across all 50 U.S. states. According to the findings, 79% of respondents consider themselves “snack people,” preferring to snack throughout the day rather than rely solely on traditional meals. Americans reported reaching for snacks an average of four times per day, with the afternoon identified as the most common snacking period.

The research also highlighted the social dimension of snack consumption. More than half of respondents said snacking is more enjoyable when shared with friends, while 69% reported feeling most like their authentic selves during social snacking occasions. Parties, game nights and watch parties ranked among the most popular settings for consuming snacks.

Chips continue to play a prominent role in entertainment-related snacking. The survey found that Americans are most likely to reach for snacks while watching sports and television comedies with friends. More than half of respondents admitted to eating an entire bag of chips in a single sitting.

“Pop culture has a way of bringing people together, and snacking does the same thing,” said Nicole Stefanacci, brand manager at Popchips. “Whether you’re catching up on the latest episode, hosting a watch party or just rewatching your comfort show with friends, snacks help create those real, unfiltered moments where everyone can relax and be themselves.”

While the survey was commissioned as part of a promotional campaign by Popchips, the results underscore the continued importance of snacking occasions in the U.S. market, reinforcing the role of potato-based and other snack products in everyday consumer behavior.