What's happened
Texture, once a supplementary feature, is now shaping consumer cravings for crisps, frothier coffees and chewy candies. Global launches—from Starbucks Aerocano to Trolli Gummi Popz—underscore a trend driven by mouthfeel, with research showing rising searches for terms like chewy and melt‑in‑the‑mouth. The shift is prompting brands to balance texture with health, cost and taste.
What's behind the headline?
Market momentum
- Mouthfeel has evolved from a supplementary cue to a primary driver of choice, as Mintel data shows rising online interest in tactile descriptors.
- Brands are layering textures (soft centers, crunchy shells, foam toppings) to differentiate products in crowded shelves.
Consumer behavior
- Consumers are increasingly seeking experiences that engage multiple senses, not just taste, which influences packaging, marketing and product development.
Industry dynamics
- Companies like Ingredion and Puratos are expanding capabilities to preserve texture in reduced-sugar or cost-conscious formats, while fast-food chains adjust textures in response to delivery feedback.
Forecast
- Expect broader adoption of texture-forward products in beverages, snacks and desserts, with innovations aimed at keeping texture stable during transport and storage.
How we got here
The rise of mouthfeel as a key quality signal has deep roots in dining history, but recent years have seen a rapid expansion into mass-market products. Pandemics amplified sensory interest as taste and smell were affected, while social media and innovation hubs have accelerated novel textures and multi-layered products across continents.
Our analysis
AP News, Independent, Mintel, Puratos, Ingredion.
Go deeper
- Could texture alter pricing power for premium snacks?
- Will shelf-life innovations keep textures consistent in delivery?
- What new textures are likely to appear in mainstream menus?
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