Survey Finds Most Americans Want Simpler Ingredient Lists on Snacks

Link Snacks funded a study of 2,000 American adults that found 60% consider snack foods to have excessive ingredient lists. Trust in a snack increases when the ingredient count is low, with 72% of Gen Z and 71% of millennials sharing this view, compared with lower percentages among older cohorts. Many younger respondents also admit they frequently cannot pronounce the ingredients on packaging.

Across all age groups, flavor is the leading factor in choosing a snack, and a filling quality ranks second. Millennials and Gen Xers prioritize protein content, whereas Gen Z and baby boomers favor natural, less processed options. The survey also indicated that more than half of participants feel the rise in protein-focused snacks simplifies their purchasing decisions, and younger adults are more confident about their daily protein needs.