A significant majority of Americans believe snack foods contain too many ingredients, with a notable preference for simpler options, according to research commissioned by Link Snacks and conducted by Talker Research. The survey of 2,000 U.S. adults revealed that 66% of respondents are more likely to trust a snack if it has fewer ingredients.
This sentiment is particularly pronounced among younger demographics. Seventy-two percent of Gen Z respondents and 71% of millennials expressed this view, compared to 56% of Gen X and 64% of baby boomers. This desire for simplicity may also be linked to consumers' familiarity with ingredient lists, as 43% of all respondents reported struggling to pronounce ingredients on snack packaging "all the time."
Younger generations also reported higher rates of difficulty with ingredient pronunciation: 52% of Gen Z and 46% of millennials experience this frequently, contrasted with 42% of Gen X and 34% of baby boomers.
Despite generational differences regarding ingredients, all age groups agreed on the primary factors that constitute a "good" snack. Taste emerged as the top priority for 60% of all respondents, with a snack being filling ranking second at 40% across all generations.
Further distinctions appeared when considering other snack attributes. Millennial and Gen X respondents prioritized protein content (32% and 30%, respectively), while Gen Z and baby boomers favored snacks that are natural and not overly processed (33% and 35%, respectively).
The rise in protein-focused snack options has made purchasing easier for over half of respondents (53%), with younger consumers again showing stronger agreement. Two-thirds of Gen Z surveyed found these options helpful, compared to 62% of millennials, 46% of Gen X, and 35% of baby boomers. Additionally, younger respondents were more confident about their daily protein intake needs, with 70% of Gen Z and 69% of millennials feeling knowledgeable about the correct amount, compared to 56% of Gen X and 48% of baby boomers.