A recent study commissioned by Link Snacks, the maker of Jack Link’s, reveals that a clear majority of Americans believe snack foods contain too many ingredients. The online survey of 2,000 U.S. adults, conducted by Talker Research in late June 2026, found that 66% of respondents are more likely to trust a snack the fewer ingredients it lists.
Generational differences
Interest in simple ingredient lists is strongest among younger consumers. Seventy‑two percent of Gen Z and 71% of millennials said they prefer fewer ingredients, compared with 56% of Gen X and 64% of baby boomers.
Pronunciation also matters. Forty‑three percent of all respondents admitted they struggle to pronounce snack ingredients “all the time,” with 52% of Gen Z and 46% of millennials reporting this difficulty most often, versus 42% of Gen X and 34% of baby boomers.
What makes a “good” snack?
Taste remains the top priority across all age groups, with 60% naming it the most important factor. A filling snack follows at 40%.
When asked about additional qualities, millennials and Gen X respondents highlighted protein (32% and 30%, respectively). In contrast, Gen Z and baby boomers placed a higher value on natural, less‑processed snacks (33% and 35%).
Protein trends
More than half of those surveyed (53%) said the rise in protein‑focused snack options makes it easier to choose what to buy. This sentiment is strongest among Gen Z (67%) and millennials (62%).
Seventy percent of Gen Z and 69% of millennials said they feel confident they know how much protein they should consume each day, compared with 56% of Gen X and 48% of baby boomers.
Expert perspective
Holly LaVallie, SVP of Marketing and R&D at Link Snacks, noted, “As protein continues to dominate food trends, nearly every category is trying to claim a seat at the table. But not all protein is created equal. Real meat protein remains the gold standard, an essential part of our diets, complete and satisfying.”
Nutritionist Heidi Skolnik added, “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. There’s no need to ‘protein maxx.’ Choose foods that naturally contain protein—Greek yogurt, cheese sticks, meat snacks—rather than fortified chips or cookies.”
Methodology
The survey sampled 2,000 U.S. adults with internet access. It was administered online between June 22‑25, 2026. Full methodology details are available through the AAPOR Transparency Initiative on Talker Research’s website.
Original reporting: KTBS 3 (Shreveport) — read the source article.
