Food Companies Turn to Mouthfeel as the Next Big Driver of Consumer Choice
Manufacturers are elevating texture, or "mouthfeel," to a core selling point, rolling out items such as Starbucks' Aerocano and Dutch Bros' pop-in-a-ball toppings.
Texture, known in food science as mouthfeel, is rapidly moving from a secondary attribute to a primary factor influencing buying decisions, according to industry experts. Companies are responding with innovative products such as Starbucks' Aerocano air-whipped iced espresso, PowerCrunch wafer-like protein bars, and Trolli's frozen-soft Gummi Popz. The trend is global, with stretchy yogurts gaining traction in China, crunchy-coated marshmallow treats from Sweden's Cloetta, and Parisian bakeries experimenting with hybrid pastries like the crookie.
Executives from Dutch Bros Coffee and ingredient supplier Ingredion highlight that consumers now seek a complete sensory experience, prompting new formulations that preserve texture during delivery and reduce sugar without sacrificing creaminess. The pandemic’s impact on taste perception further accelerated demand for multi-textured snacks, leading to products like Nerds Gummy Clusters and freeze-dried Skittles. Analysts expect continued innovation, especially targeting specific demographics such as older adults, while noting that many new foods still lack clear texture claims on their packaging.
Why it matters
Understanding the rise of texture helps consumers and producers anticipate future food trends and product choices.
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