The food and beverage industry is experiencing a significant shift, with texture, or "mouthfeel," emerging as a crucial element alongside flavor in captivating consumers. Experts observe that the oral sensation of a food or drink has become as important as its taste for many, influencing cravings for everything from crispier takeout to frothier coffees and chewier candies.
This heightened focus on texture has inspired a wave of new products. Starbucks has introduced its Aerocano, an air-whipped iced espresso, while PowerCrunch offers a wafer-like protein bar, and Trolli Gummi Popz feature a frozen yet soft and chewy candy. Puratos, a company specializing in ingredients for baked goods and chocolate, notes that texture has evolved from a secondary feature to a primary driver of food quality, fundamentally altering how consumers evaluate and purchase food.
The trend is global, with examples like stretchy yogurt gaining popularity in China and Swedish confectioner Cloetta releasing Sprinkled Foamies, which combine a crunchy exterior with a marshmallow center. In Paris, bakers are experimenting with the "crookie," a croissant croissant with a chocolate chip cookie interior.
"It’s not just about flavor anymore. People are thinking about the whole experience," said Tana Davila, chief marketing officer at Dutch Bros Coffee, which allows customers to customize drinks with toppings like sweet whipped foam and popping juice-filled balls. Patrick Kalotis, executive vice president of texture and healthful solutions at Ingredion, an ingredient provider, explains that consumers often describe texture when discussing taste, citing examples like a "fizzy" drink or the "creaminess" of yogurt.
While food makers have long experimented with texture, from Japanese mochi and Turkish ice cream to Taiwanese bubble tea with its tapioca boba pearls and the culinary foams of the 1990s, interest has surged in recent years. Market research firm Mintel identifies qualities like chewy, soft, and gooey as experiencing fast-rising demand in online product searches.
The Cronut, a popular hybrid pastry that emerged about a decade ago, is credited by some with igniting a fascination with food textures. This was further amplified by multi-layered products and social media content showcasing satisfying textures, such as crackly peanut brittle or creamy noodles.
Pandemic's Influence
The COVID-19 pandemic played a role in elevating texture's importance, as many individuals temporarily lost their sense of smell and taste. This experience, according to Shannon Weiner, senior director of consumer insights at candy company Ferrara, led consumers to place a greater emphasis on the tactile sensations of food. Ferrara responded with products like Nerds Gummy Clusters, which combine a gummy interior with a crunchy candy coating, and is planning further innovations like jelly beans with a crunchy exterior.
Weiner suggests that layered textures create contrasts that enhance perceptions of indulgence and quality, encouraging consumers to engage more deeply with their food. In an era of overstimulation, texture can provide a sensory engagement that breaks through the "mindless activities" of snacking while scrolling.
Industry Challenges and Innovations
Meeting these evolving texture demands presents a growing challenge for the food industry. McDonald's, for instance, reportedly adjusted its McCrispy chicken strip recipe after customer feedback indicated a lack of crispiness. The rise of meal delivery services also necessitates solutions to maintain food texture during transit, with companies like Ingredion developing coatings for items like french fries to keep them crispy for extended periods.
Food companies are also exploring ways to alter ingredients for health or affordability without compromising familiar textures. Ingredion, for example, produces additives that help maintain the creaminess of reduced-sugar yogurt.
Looking ahead, Mintel's Jenny Zegler anticipates continued innovation in texture, with a potential focus on the needs of specific demographics, such as older adults. Snack foods are expected to incorporate more layers, building on existing successes. However, there is a recognized need for better communication of textural properties on product packaging, as Mintel data indicates a significant percentage of new packaged foods lack textural claims despite consumer interest.