Americans seek simpler snack ingredients in new survey

A survey of 2,000 Americans conducted by Talker Research and commissioned by Link Snacks reveals that 60% of respondents believe snack foods contain too many ingredients. The research indicates a strong consumer preference for simplicity, with 66% of participants stating they are more likely to trust a snack if it has fewer ingredients.

This trend is most pronounced among younger demographics; 72% of Gen Z and 71% of millennials expressed this preference, compared to 56% of Gen X and 64% of baby boomers. Additionally, 43% of all respondents reported struggling to pronounce ingredients on snack packaging, a difficulty most common among Gen Z (52%) and millennials (46%).

While priorities vary slightly by age, taste remains the primary factor for all generations (60%), followed by satiety (40%). Millennial and Gen X consumers prioritize protein content, whereas Gen Z and baby boomers place higher value on natural, non-processed options.