Texture Trends
According to Food Ingredients First 3 mega-trends are driving the increased interest in texture: plant-based, clean label and sugar reduction. These 3 health-driven trends are inspiring reformulation, and are forcing manufacturers to bring textures that are recognisable or exciting.
A Time for Texture
Texture preference is linked with snack choice and eating occasion. Texture plays a role in snack choice, and consumers associate specific textures with certain times of the day, such as soft and puffy or crumbly snacks in the morning, crispy, chewy leisure-time snacks and premium soft and puffy dessert textures in the evening.
Top Territories for Texture
On a global level, consumers of all ages increasingly value textural attributes of food, and are open to a range of texture across different categories. Asia is definitely the region to watch when it comes to texture innovation.
- 63% of Chinese consumers say that rich textures would make them try snacks that are trending on social media. The bubble tea trend in Asia has opened a new space for snackable drink formats with edible inclusions. Latest launches in Mintel include floral lattes incorporating jelly pieces, confectionery featuring layers of different textures, and multi textural ice creams. China, Japan and South Korea are among the most forward-thinking markets when it comes to incorporating texture into food and drink.
- Texture is an integral consideration for US snack bar consumers too - US consumers consider snack bars to be chewy and to feature added fruit or grains, while performance and weight-loss bars are associated with crunchy or dense textures.
- UK sweets eaters have emotional connections to texture. Soft and buttery is the most engaging texture provided by sugar confectionery in the UK. Meanwhile, crunchy and chewy-textured sweets can provide a sense of satisfaction.
Today’s more experience-driven consumers demand more from their food and beverages, and encounters that appeal to multiple senses beyond taste will provide consumers with escapes from their routines and create opportunities for manufacturers to deliver memorable experiences.
Top Texture Innovation Tips to engage consumers of all ages:
1. Experiment with multi-textural innovations
Experimental brands are looking to provide consumers with the unexpected mouthfeel of multiple textures. Typically a mix of crunchy and creamy, mousse-like and crisp creates interesting textures that consumers love. For example , we are seeing chocolate launches featuring the contrasting textures of soft, chewy fruit with crunchy meringue or cookie. Snack innovations that pair crunchy nuts or vegetables with soft chewy fruit offers consumer a healthier alternative.
2. Layer it up
Layering multiple textures offers unexpected mouthfeel. Snack bars that layer nuts and granola with nut butters and a fruit or chocolate layer are an exciting innovation in the snacking space.
3. Filled Indulgence
Nature Valley (UK) created the Nut Butter Cup, which pairs a crunchy cookie cup, with a creamy nut butter filling, topped with crunchy chopped nuts), and active nutrition brands such as CLIF Bar (US) are boosting the indulgence factor with a range of filled bars. In the APAC market, we are seeing super exciting innovation in the energy ball segment, e.g. with a dual filling of peanut butter and fruit jelly .
Textural experimentation across the bakery segment can also bolster indulgence credentials – picture filled cookies and cake products featuring softs pastes or cremes, with a chewy or crunchy contrast.
4. To top it off
Creative new takes on textural toppings, which add to visual and textural appeal could make a difference. The global backlash on sugar has manufacturers looking towards healthier alternatives to traditional sugar-based toppings.
5. "Thins" play with texture for better-for-you benefits
Manufacturers have developed products with a "thin" appearance and texture to appeal to those looking for lighter, healthier options or for those seeking new textural experiences. This is playing out particularly across the chocolate and long shelf life bakery segments.
6. Fun and excitement for all
To 'bring joy to life' and support those who have difficulty swallowing and/or poor appetite, an interesting development was introduced under the Eat Bar label in the US. Available in four flavours, these calorie-dense meringue bars that melt on the tongue are recommended for consumers of all ages, with a special focus on seniors and young children.
7. Multi-sensory for the adventurous iGeneration
Products seeking to connect with the tweens, teens and young adults of the iGeneration also can use texture and mouthfeel to provide these young consumers with experiences worthy of seeking out and sharing on social media. Fizzy, sour, spicy or the unexpected (take Fanta’s Jelly Fizz containing liquid jelly pieces) – they are up for the challenge!
The opportunity – in a world where consumers want the experience amplified, the sound, feel and satisfaction provided by texture can make products more captivating. Creating the unexpected with combinations of textures that surprise and delight consumers of all ages can help to position products as fresher, more filling or simply more fun.
This article is based on an original article by Taura.
There is a Texture Analysis test for virtually any physical property. Contact Stable Micro Systems today to learn more about our full range of solutions.
For more information on how to measure texture, please visit the Texture Analysis Properties section on our website.
The TA.XTplus texture analyser is part of a family of texture analysis instruments and equipment from Stable Micro Systems. An extensive portfolio of specialist attachments is available to measure and analyse the textural properties of a huge range of food products. Our technical experts can also custom design instrument fixtures according to individual specifications.
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