Adolescents today have more independence in their food choices, especially when it comes to snacks. A recent study explored how teenagers perceive healthiness, naturalness, and sustainability in chocolate snack bars—three values that are increasingly emphasized in modern food marketing.
Healthiness was seen as important by most participants, although not always a priority when selecting snacks. Many associated healthy snacks with being low in sugar and high in fruits, nuts, and protein. Chocolate was typically viewed as unhealthy, unless offset by “protein-packed” claims.
Naturalness, however, was a fuzzy concept. Most adolescents were unsure what “natural” meant in the context of food. Once prompted, they associated naturalness with the absence of additives, less processing, and non-factory-made products. Interestingly, even though many believed natural foods were healthier, this didn’t necessarily affect their snack choices—taste often won out.
Sustainability was the least understood of the three concepts. Participants typically linked it to packaging—particularly if it was recyclable or labeled as sustainable. Only a few recognized broader environmental aspects, such as local sourcing or production methods. Claims on packaging strongly influenced their perception; if a bar had a sustainability logo, it was assumed to be environmentally friendly.
For teens, taste remains the top priority in snack choices, while health, naturalness, and sustainability are secondary considerations—often vague or misunderstood. Brands looking to connect with adolescent consumers should aim to simplify these concepts, use clear and visual packaging cues, and balance appeal with education. Understanding what drives teen snack preferences can help manufacturers create products that are not only desirable but also promote better habits early on.
Damen, F.W.M., Verkerk, R. & Steenbekkers, B. (2022). Healthiness, naturalness and sustainability perception of adolescents toward chocolate snack bars. The Authors. Published by Emerald Publishing Limited.
Leading image: fizkes/Shutterstock.com
