Melty, crunchy, chewy, crumbly and airy are just some of the textures confectionery manufacturers deploy to delight consumers. But what about appealing to their desire for clean label products or foods with functional benefits? These are some of the more subtle shifts in mouthfeel technologies and trends uncovered by a new report.
Published by British food supplier Tate & Lyle, in collaboration with market research firm Kantar, the report lays out nine dynamic trends reshaping the role of mouthfeel in confectionery. “Mouthfeel is no longer just an enhancement – it’s at the heart of taste transformation and is critical for the success of brands,” says Marina Di Migueli, global marketing director for texturants and proteins at Tate & Lyle.
“Taste remains the primary driver of food purchases, with mouthfeel playing a pivotal role in shaping how food looks, sounds, feels and ultimately tastes,” she says. “Consumers seek a range of textures like creamy, crunchy, chewy, or airy that provide a truly engaging sensory journey.”
Looking at macro-forces at work across the global food and beverage industry, researchers considered issues such as political, social, economic and technological factors which change the way people cook, eat and access food. They combined this data with social media analytics across markets including Indonesia, Japan, the USA and UK, and interviews with R&D specialists, chefs and academics.
The resulting emerging mouthfeel trends fit into three distinct pillars.
Elevated experience
These trends delve into the realm of novel textures, combining innovation with indulgence.
First up is hyper crunch, a trend inspired in part by the inexorable rise of the air fryer. Stimulating the senses with its loud texture, this trend is exemplified in “Dubai chocolate” a viral sensation that comes with a crispy kunafa filling. Confectioners can also look to popcorn as a welcome ingredient as well as bold flavours such as cinnamon or chilli to complement the crunch.
Next comes air as a magic ingredient bringing a melt-in-the-mouth or bubbly experience. “Across food and beverage categories, there is a growth in the use of air to create more elevated experiences that melt, pop, flake, and fizzle on the tongue,” say the authors. “Confectionery and sweets are incorporating light aeration to introduce a pillowy, soft mouthfeel.”
Finally, for this category is ‘multi-layered mouthfeel’ which is all about contrast and combination be it wet and dry, crunchy and soft. “Consumers will expect more products that combine multiple textures in a single bite – such as crunchy exteriors with chewy centres or creamy fillings that complement a crispy shell,” says Di Migueli. These layered mouthfeels enhance the eating experience and cater to the growing consumer demand for indulgence with a twist. An example given is Pocky Sticks, which combine a pretzel stick with a creamy strawberry layer and a crunchy, freeze-dried strawberry coating.
Nourishment 2.0
This pillar maps the growing consumer demand for natural ingredients and the blending of supplements with food. The shift redefines how mouthfeel supports functional nutrition, existing within the probiotic-rich snacks space to indulgent yet nutrient-dense foods that integrate wellness into everyday eating.
Next-gen naturality suggests consumers are set to seek cleaner labels and ingredients, meaning natural colourings, thickeners and processes such as freeze-drying and cold pressing will appeal. Equally, the addition of nutritious ingredients such as seeds, nuts and dried fruit will help meet this expectation.
Veggie celebration is the trend least likely to chime with confectioners, though some snack manufacturers and bakers are already adding veggies in ways that improve mouthfeel, such as incorporating alternative flours such as chickpea, beetroot and sweet potato.
Meanwhile, blissfully boosted is a trend that shows functionality is here to stay, servicing consumers’ desire for foods that are indulgent without sacrificing their wellness goals. According to the researchers this trend has regional nuances. “In Japan, there is a focus on skin health and relaxation, with functional foods tailored to enhance beauty and wellbeing,” they record. “In the UK and US, convenience and natural ingredients are the priority, resulting in a wave of fortified snacks and beverages designed to deliver specific health benefits. Meanwhile, in China, traditional medicine is increasingly integrated into functional foods, tapping into the appeal of natural wellness solutions.”
A snack bar developed by Germany-based Yfood was cited as a perfect example of this trend, thanks to its complete nutrient profile with carbs, protein and fibre, along with 25 vitamins and minerals and a complex mouthfeel.
Mouthfeel for a modern world
Under this pillar, the report examines how global drivers such as climate change, the cost-of-living crisis and the demand for greater convenience reshape product reformulation. These developments are expected to influence taste and mouthfeel as brands strive to meet evolving consumer expectations while addressing sustainability and affordability challenges.
“These trends represent an exciting frontier for manufacturers, where mouthfeel is not just a component of taste but a key point of differentiation in an increasingly competitive market,” says Di Migueli.
Climate-proof food and the shift towards more sustainable practices will continue influencing how textures are engineered according to the report. For example, chocolate, traditionally stored on ambient shelves, are increasingly kept in visicoolers or fridges to prevent melting, however ingredients suppliers are focused on new technologies that can withstand higher temperatures. Barry Callabaut for example, is cited as an ingredient supplier which has developed chocolates that can withstand temperatures up to 38 degrees Celsius (100 degrees Fahrenheit).
For vegan confectionery consumers, Mouthfeel mimicry will be a key trend satisfying cravings without dairy ingredients. “These changes will redefine the possibilities for sensory innovation, paving the way for manufacturers and brands to craft confectionery products that align with consumers’ ever-changing expectations,” details Di Migueli.
Finally, convenience and shelf proof mouthfeel is a new frontier for time-poor consumers, though less relevant in the confectionery space. Nonetheless, extending products’ shelf life without sacrificing mouthfeel is a trend all manufacturers should be considering strategically.
