Americans believe 60% of snack foods have too many ingredients, according to new research.

The survey of 2,000 general population Americans looked at respondents’ snacking habits and preferences, and the results revealed that many people are looking for simple options.
For a majority of respondents (66%), the fewer ingredients a snack has, the more likely they are to trust it.

This was especially true for younger generations, as 72% of Gen Z and 71% of millennial respondents agreed with this, compared to 56% of Gen Xers and 64% of baby boomers.

Commissioned by Link Snacks, the makers of Jack Link’s, and conducted by Talker Research, the survey found this desire for simple ingredient lists might also relate to respondents’ familiarity with various foods.

Forty-three percent of respondents said they struggle to pronounce ingredients listed on snack foods “all the time,” and this was again higher among younger generations.

Over half of Gen Zers (52%) and 46% of millennials constantly struggle with pronouncing ingredients, compared to 42% of Gen X respondents and just 34% of baby boomers.

Despite some differences of opinion in how they feel about ingredients, the results showed that the different generations were still aligned with what they believe makes a “good” snack.

Taste was found to be paramount, with all four generations selecting this as the No. 1 factor (60% overall) — and having a filling snack was No. 2 across the board (40%).

Millennial and Gen X respondents then said a “good” snack should have protein (32% and 30%, respectively), while Gen Z and boomer respondents prioritized natural snacks, not over-processed (33% and 35%, respectively).

“As protein continues to dominate food trends, nearly every category is trying to claim a seat at the table,” said Holly LaVallie, SVP of Marketing and R&D at Link Snacks. “But not all protein is created equal. We believe real meat protein remains the gold standard, an essential part of our diets, complete and satisfying.”

Fifty-three percent of respondents said the increase in protein-focused snack options has made it easier to choose what to buy, with younger generations again more likely to agree.

Two-thirds (67%) of Gen Zers surveyed agreed with this, compared to 62% of millennials, 46% of Gen X and just 35% of baby boomers.

Younger respondents were also the most likely to know how much protein they should be eating per day — 70% of Gen Z and 69% of millennials were confident they knew the correct amount. That’s compared to 56% of Gen X and 48% of boomers.

“Protein does much more than support muscle repair. It helps produce neurotransmitters that regulate mood, transports nutrients throughout the body, and is a key component of bones, hair, and nails. And protein needs vary based on age, activity level and overall calorie intake,” said Heidi Skolnik, MS, CDN, FACSM, sports nutritionist and NY Times best-selling author. “Despite the trend, there’s no need to ‘protein maxx.’ Just opt for foods that naturally contain protein like Greek yogurt, cheese sticks, meat snacks, etc. and skip the protein-fortified chips, popcorn and cookies. A cookie is still a cookie; adding protein to a nutrient-poor food doesn’t fundamentally change what it is.”