The consumption of on-the-go food and beverages is increasingly common among today's time-pressed consumers, yet it has not been thoroughly investigated. Drawing on behavioral decision theory, this research blended attitudinal and behavioral elements of decision-making to examine the heterogeneity of on-the-go consumption (OTG) preferences. Data from 433 respondents were collected via a self-administered online questionnaire, with three on-the-go consumption segments identified via latent class analysis: Frequent Vice, Occasional OTG, and Conflicted Health-Conscious consumers. The different on-the-go consumption patterns of these segments provide opportunities for retailers to tap into and target such unique behaviors and attitudes.