Why mouthfeel is trending globally in the food and beverage industry

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.