Mouthfeel joins flavor as a food industry focus to satisfy consumers craving extra texture

Texture is taking center stage in the food and beverage industry as consumers increasingly crave extra mouthfeel alongside flavor. While the way a dish or snack feels in the mouth has long been a consideration for chefs and food scientists, it is now being seen as a defining aspect of food quality.

New products like Starbucks’ Aerocano, an air-whipped iced espresso with a smooth foam texture, PowerCrunch, a wafer-like protein bar, and Trolli Gummi Popz, frozen yet soft and chewy candies, showcase the growing emphasis on texture. These innovations have been inspired by the realization that customers often prioritize the overall experience of a food item over just its flavor.

The trend is not confined to a single region, as stretchy yogurt has gained popularity in China and Swedish confectioner Cloetta introduced Sprinkled Foamies, a product with a crunchy exterior and marshmallow center. Parisian bakers are also experimenting with new pastries, such as the crookie, a croissant with a crisp exterior and a soft chocolate chip cookie inside.

Food experts emphasize that texture is as important as taste in shaping the overall eating experience. Patrick Kalotis, executive vice president of texture and healthful solutions at Ingredion, notes that people often describe how a food feels when discussing its taste, demonstrating the close connection between texture and flavor perception.

The interest in texture has grown exponentially in recent years, with increased demand for chewy, soft, gooey, and melt-in-the-mouth qualities. This craze has spilled over into other areas, such as toys and beauty products, reflecting a broader cultural fascination with novel sensory experiences.

The COVID-19 pandemic played a role in heightening interest in texture, as many people temporarily lost their sense of smell and taste. Companies like Ferrara responded by introducing innovative products like Nerds Gummy Clusters, which feature a crunchy coating over a soft gummy center.

As interest in texture continues to grow, food manufacturers face the challenge of meeting consumers' evolving preferences. The industry is adapting to deliver more complex texture profiles, balancing indulgence and quality to capture consumers' attention and enhance their overall dining experiences.