NEW YORK — One in six Americans eats dessert every day, according to new research. A survey of 5,000 Americans evenly split 100 per state found that those from Tennessee are most likely to eat dessert every day (25%), followed by those from Colorado, Louisiana, and North Carolina (22% each). On average, respondents crave something sweet at 2:30 p.m.
The survey, conducted by OnePoll for Crumbl Cookies for National Chocolate Chip Cookie Day, found that a majority of those surveyed consider themselves to be a “dessert person” (74%) — especially those from Washington (83%) and Iowa (81%). Similarly, 69 percent said desserts can make any bad day a good day, which may be why 73 percent are likely to give in to their sweet tooth. Respondents from Indiana shared that they have the hardest time saying “no” to their cravings (82%), and those from Alaska have the easiest time (23%).
However, respondents aren’t selfish — 55 percent said sharing is a love language, and those who enjoy sharing treats (63%) like to spread the love to their partner (65%), kids (48%), and friends (40%).
Results also showed that Americans’ most-eaten desserts are ice cream (55%), cookies (35%), and chocolate (32%). Cookies, in particular, are a crowd-pleaser, with the average American estimating that they eat just under 200 cookies a year. More than a quarter of respondents consider themselves to be “cookie experts” (28%), with Georgians being the most likely people to believe this (44%).
Looking at Americans’ top-rated cookies, chocolate chip won by a landslide (62%), followed by peanut butter (31%) and brownie/double chocolate (26%). White chocolate chip macadamia (23%) and oatmeal raisin (22%) weren’t far behind.
Still, what’s a good cookie without a perfect pairing? Those surveyed voted that the best drinks to have with cookies are milk (64%) and coffee (24%), with hot chocolate coming in third (15%). Two-thirds of all of those surveyed agreed that besides their taste, cookies are sensational because of their smell (67%). Texture also counts for those who prefer soft and chewy cookies (59%, up from 31% last year) as opposed to crisp and crunchy ones (13%, down from 23% last year).
“From the tantalizing smell as they are pulled out of the oven to the look of perfectly swirled frosting, cookies are a treat for all of your senses,” says Amy Eldredge, Menu Vice President at Crumbl Cookies, in a statement.
In line with their favorite, most respondents said their state’s personality matched that of a chocolate chip cookie — classic, reliable, and something for everyone — especially those from Massachusetts (49%), New York (54%), and Pennsylvania (50%). White chocolate macadamia was a close second, with Alaska (25%) and Hawaii (48%) identifying as fun, adventurous, and playful.
The survey also asked respondents to match cookies to certain attributes and found that the sexiest cookie, voted by Americans, is the French macaron (19%). Similarly, snickerdoodles are the most “fun” cookie (21%), while oatmeal raisin holds the crown for being the one people most associate with “anger” (19%). Hopeless romantics may have a thing for brownie/double chocolate cookies since Americans voted it to best represent “love” (17%).
Although survey-takers have their tried-and-true favorites, two in three are interested in trying more unique flavors (67%). When asked to create a new cookie flavor, respondents got creative, suggesting “peach cobbler mint,” “oatmeal with mango,” “cherry chocolate marshmallow,” “pecan white chocolate with black sesame,” or “bourbon and brown sugar chai.”
Survey methodology:
This random double-opt-in survey of 2,000 general population Americans was commissioned by Crumbl Cookies between July 14 and July 21, 2023. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).
