Food Industry Experts: Mouthfeel is a Growing Trend

In the food and beverage industry, "mouthfeel," or how a product feels in the mouth, has become a significant factor influencing consumer preferences and purchasing decisions. Experts emphasize that consumers increasingly value textures, such as crispiness and softness, often alongside flavor.

New product launches reflect this direction. Starbucks offers its Aerocano iced espresso, which is air-whipped, and PowerCrunch develops protein bars with a wafer-like texture. Puratos, a Belgian ingredient supplier, notes that mouthfeel has shifted from a complementary feature to a defining aspect of food quality.

The mouthfeel trend is global. In China, "stretchy" yogurt has gained popularity, and Swedish confectioner Cloetta has released Sprinkled Foamies, which combine a crunchy coating with a marshmallow center. Parisian bakers are experimenting with new pastries like the "crookie," which merges a crispy croissant with a melty chocolate chip cookie.

Consumers are seeking new experiences. "It's no longer just about flavor. People are thinking about the whole experience," said Tana Davila, CMO at Dutch Bros Coffee. The U.S. beverage chain allows customers to customize drinks with options like creamy whipped foam or juice-filled balls that pop when bitten.

Companies in the industry are increasingly focusing on product texture. Patrick Kalotis from Ingredion notes that consumers often describe food by its texture, even if they think they are discussing taste. The pandemic also heightened interest in texture, as many people temporarily lost their sense of smell and taste. For instance, candy company Ferrara has launched Nerds Gummy Clusters, combining chewy gummy with a crunchy coating, and plans new jelly beans with a crispy exterior.