The Texture Revolution: Why Food Makers Can’t Get Enough of Crunchy and Chewy

The way we experience food has undergone a significant shift in recent years, with texture emerging as a key factor in culinary innovation. Gone are the days when flavor was the sole determinant of a dish’s appeal; now, consumers crave that extra oomph of crunch, chew, or goo to elevate their eating experience.

Industry insiders point to the growing popularity of texture-rich products such as Starbucks’ Aerocano and PowerCrunch protein bars as evidence of this trend. However, why are we so fixated on how our food feels in the mouth? One possible explanation lies in the collective trauma inflicted by the COVID-19 pandemic, which left many people temporarily bereft of their sense of smell and taste.

Shannon Weiner, senior director of consumer insights at Ferrara, suggests that texture helps consumers break through the monotony of a world overwhelmed by overstimulation. “Texture can help stimulate and offer a sensory engagement,” she notes, pointing to the success of Nerds Gummy Clusters and crispy freeze-dried Skittles as evidence of this trend.

The texture revolution is driven not only by novelty but also by changing consumer expectations. As consumers increasingly prioritize health and wellness, food companies are under pressure to innovate while retaining familiar textures. Ingredion’s Patrick Kalotis notes that meeting these demands requires a deep understanding of how texture influences purchasing decisions: “Texture has evolved from a complementary feature to a defining aspect of food quality.”

The trend towards texture is not limited to the food industry; it’s also reflected in beauty products and toys like squishy NeeDoh cubes. Jenny Zegler, principal strategist for food and drink at Mintel, points out that qualities like chewy, soft, gooey, and melt-in-the-mouth are experiencing rapid growth in online product searches.

As the industry continues to innovate, one likely outcome is a focus on delivering complex textures through innovative ingredients and production techniques. Companies will need to balance consumer demands for texture with growing concerns around health and sustainability – a delicate balancing act that requires deep insights into consumer behavior and preferences.

Food makers would do well to take note of this shift and adapt their products – and packaging – accordingly. As Kalotis astutely observes, “texture is the perfect way to deliver [the] experience” of a product. In the long term, we can expect to see even more sophisticated texture innovations that cater to specific demographics or preferences.

Snack foods will continue to layer on complexity, with companies experimenting with new textures and formats to stand out in a crowded market. Ferrara’s recent introduction of Nerds Juicy Gummy Clusters is just one example of this trend. As the texture revolution gains momentum, it’s clear that food makers have a lot to learn from consumers’ preferences. By embracing – rather than merely reacting to – these trends, companies can unlock new opportunities for innovation and growth in an increasingly crowded market.