marketingcharts.com/topics/behavioral-marketing

According to a 2008 Simmons National Consumer Study, 23.6% of Americans are dieting and say mayo is their favorite "treat," right after ice cream and sorbet. Whoa—is mayo really a guilty pleasure food to so many? More than cookies? Granted, I loathe the white globs of blech, but always figured it was "just" a condiment to liven up tuna or BLTs, not something to sneak out of bed for secret midnight spoonfuls. [via Goodies First]