The data: Six in 10 US consumers think snack foods have too many ingredients, according to a June Talker Research survey of 2,000 adults commissioned by Jack Link’s.

Why it matters: Consumers are moving away from ultraprocessed foods and toward simpler, natural choices.

• Two-thirds say long ingredient lists make them less likely to trust a snack’s simplicity, naturalness, and overall quality. That rises to 72% of Gen Zers and 71% of millennials, followed by 64% of baby boomers and 56% of Gen Xers.
• Additionally, reading the list can also be difficult for many: 43% of consumers say they struggle to pronounce ingredients on snack labels “all the time,” rising to 52% of Gen Zers and 46% of millennials.

Long lists of ingredients signal to consumers that a snack is more processed. Some 56% of US consumers rely most on ingredient lists to assess whether a food is ultraprocessed, according to IFIC’s 2026 Food & Health Survey. That reliance on ingredient lists aligns with guidance from health experts on identifying processed foods. Shorter lists with recognizable ingredients can indicate less processing, while long lists with additives, preservatives, artificial flavors, colors, and emulsifiers can signal that a food is ultraprocessed.

Implications for snack manufacturers: Fewer ingredients don’t necessarily make a better snack. Some unfamiliar ingredient names serve a purpose, including extending shelf life or improving texture and flavor. Plus, removing them can come with trade-offs, such as taste, which remains the top consideration when choosing a snack, cited by 60% of consumers in the Talker survey.

For snack brands, the opportunity is to simplify where possible without sacrificing taste or product quality. When certain ingredients are necessary, explaining what they do can make an unfamiliar ingredient less of a red flag.

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