What's Happening?
The food and beverage industry is experiencing a significant global trend where the 'mouthfeel' or texture of products is becoming as crucial as flavor, according to industry experts. This shift is influencing product development, with companies focusing
on qualities like chewiness, softness, gooeyness, and melt-in-the-mouth sensations. Jenny Zegler, principal strategist for food and drink at market research company Mintel, notes an explosion of interest in texture in recent years, reflected in rising demand for such qualities in online product searches. Tana Davila, Chief Marketing Officer at Dutch Bros Coffee, highlights that consumers are now seeking a 'whole experience' beyond just taste. This trend is evident in new products like Starbucks’ Aerocano, an air-whipped iced espresso, and PowerCrunch, a wafer-like protein bar. The importance of texture has evolved from a complementary feature to a defining aspect of food quality, reshaping how consumers evaluate food and make purchasing decisions.
Why It's Important?
This growing emphasis on mouthfeel has significant implications for the U.S. food and beverage industry, driving innovation and product differentiation. Companies are investing in research and development to create novel textures, which can lead to new product categories and increased consumer engagement. For instance, the success of products like Nerds Gummy Clusters, which combine sweet gummies with crunchy candy, demonstrates the market's receptiveness to multi-textured offerings. This trend also presents challenges, particularly for meal delivery services, as maintaining desired textures during transit is crucial for customer satisfaction. Furthermore, the focus on texture can aid in developing healthier food options, as companies can use additives to maintain familiar textures while reducing sugar or other less desirable ingredients. The industry's ability to adapt to this trend will be key to capturing consumer interest and market share in an increasingly competitive landscape.
What's Next?
The U.S. food and beverage industry is expected to continue innovating in the realm of texture. Companies will likely explore the specific texture needs of diverse populations, including older individuals, and introduce more multi-layered snack foods. For example, Ferrara has already expanded its Nerds Gummy Clusters line with a liquid center, indicating a move towards more complex textural experiences. There will also be a continued focus on improving food delivery solutions to ensure products retain their intended textures, with companies like Ingredion developing specialized coatings for items like french fries. A critical next step for food companies will be to better communicate and illustrate textures on product packaging, as Mintel data shows a significant gap between consumer demand for novel physical properties and the information provided on labels. This improved communication could further drive consumer awareness and purchasing decisions based on mouthfeel.
Beyond the Headlines
The heightened focus on 'mouthfeel' in the food and beverage industry reflects a deeper shift in consumer behavior, moving beyond basic sustenance to a more holistic sensory experience. This trend highlights the psychological aspect of eating, where texture can enhance perceptions of indulgence, quality, and even provide a form of sensory engagement in an 'overstimulated' world, as noted by Shannon Weiner of Ferrara. The pandemic, which temporarily affected taste and smell for many, may have inadvertently accelerated this appreciation for other sensory attributes of food. Ethically, this trend could lead to more sophisticated food engineering, raising questions about the naturalness of food products and the potential for artificial textures to mask less desirable ingredients. Culturally, it signifies a growing sophistication in the American palate, where the tactile experience of food is becoming as valued as its taste and nutritional content, potentially influencing culinary arts and home cooking practices.
