Jenny Zegler, a strategist at market research company Mintel, says interest in texture has been surging lately.
Texture is having a crunchy, gooey moment in the food and beverage industry.
For many people, the way a menu item or packaged snack feels in the mouth has become as big a draw as flavor, although consumers don’t always recognize the part texture plays in their cravings for crispier takeout, frothier coffees and juicier candies, according to industry experts.
The importance of “mouthfeel,” a food science term for oral sensation, has inspired new products like Starbucks’ Aerocano, an air-whipped iced espresso; PowerCrunch, a wafer-like protein bar; and Trolli Gummi Popz, which are frozen but still soft and chewy.
Texture “has evolved from a complementary feature to a defining aspect of food quality,” Puratos, a Belgian company that develops commercial-grade ingredients for chocolate and baked goods, says. “It is reshaping how consumers evaluate food and make purchasing decisions.”
The trend is a global one. Stretchy yogurt is a fast-growing trend in China, while Swedish confectioner Cloetta just released Sprinkled Foamies, which have a crunchy coating and a marshmallow center. Parisian bakers are experimenting with new pastries like the crookie, a crispy croissant with a melty chocolate chip cookie inside.
“It’s not just about flavor anymore. People are thinking about the whole experience,” said Tana Davila, the chief marketing officer at Dutch Bros Coffee. The drive-thru U.S. beverage chain lets customers customize their drinks with toppings like a sweet and creamy whipped foam and juice-filled balls that pop when bitten into.
