Food industry shifts focus to mouthfeel and texture to drive consumer demand

The food and beverage industry is increasingly prioritizing “mouthfeel”—the scientific term for oral sensation—as a primary driver for consumer satisfaction alongside flavor. Industry experts note that texture has evolved from a complementary feature to a defining aspect of food quality, influencing how consumers evaluate products and make purchasing decisions.

This global trend is reflected in various product innovations. Examples include Starbucks’ air-whipped Aerocano, PowerCrunch protein bars, and Trolli Gummi Popz. In China, stretchy yogurt is a growing trend, while Swedish confectioner Cloetta has released marshmallow-centered Sprinkled Foamies. In Paris, bakers have popularized the “crookie,” a hybrid of a crispy croissant and a chocolate chip cookie.

Market research from Mintel indicates that online searches for terms such as “chewy,” “soft,” and “gooey” are rising rapidly. While consumers often describe these sensations as taste, experts clarify they are actually describing texture. This focus on the total sensory experience is reshaping product development across the global food sector.