In today’s competitive food and beverage market, delivering foods and beverages that are healthier, cleaner and taste great is key.
But it is not always an easy challenge to take on. It is widely known that taste is the number one driver of food and beverage choice – but what fewer know is that mouthfeel plays an integral role in making sure products taste great.
Reformulation and innovation are being driven by consumers’ increasing expectation that products meet new dietary preferences (such as plant-based or gluten-free), utilize recognizable ingredients and deliver nutritional benefits- always keeping their signature taste and texture in check (or bringing exciting new taste and texture experiences to the table!).
Gluten-free is a prime example. No longer a niche category, many consumers link it to digestive health and wellness.¹ However, eliminating gluten impacts texture, making it difficult to achieve the same crunch, chew or elasticity as traditional counterparts. Creating gluten-free snacks, for example, that deliver the expected sensory experience remains a key challenge for formulators.
Another trend that continues to grow is the wellness movement, which has blurred the lines between traditional food categories and supplements. Consumers increasingly seek foods that perform like supplements – fortified with protein or prebiotics, for example – while remaining enjoyable and convenient. From cereals and yoghurts to snacks and desserts, taste and texture must match or exceed conventional counterparts to keep consumers in the space.
Regarding ingredients, consumer scrutiny is an important consideration. Ingredients that have a natural halo and that are recognised by consumers will be preferred, such as the hyped-up tapioca starch thickener. As economic, lifestyle and climate factors reshape food innovation, formulators must continuously evolve to meet expectations for taste, cost, convenience and nutrition.
Mouthfeel: The latest consumer insights
In the evolving food and beverage landscape, mastering mouthfeel is essential. Taste and therefore mouthfeel shape consumer preference, strengthens brand loyalty and plays a pivotal role in product success.² Achieving the right mouthfeel requires a deep understanding of consumer insights, formulation science and ingredient functionality.
A 2024 global study by Kantar, conducted in partnership with Tate & Lyle, explored the future of texture and mouthfeel in the food and beverage industry. The report identified nine key trends shaping the future of formulation and their implications for mouthfeel innovation. It also revealed that positive, distinctive sensory experiences are key drivers of brand loyalty, making mouthfeel an essential focus in product formulation.
Taste remains the primary driver of consumer preference, and mouthfeel is a fundamental part of the taste experience. It defines the texture and sensation of food and beverages – how they look, feel, sound and interact with the palate. Understanding these sensory cues is crucial for formulators aiming to deliver satisfying products that meet consumer expectations.
Achieving the perfect mouthfeel, however, is a complex challenge. It requires a precise interplay of technical expertise, consumer insights and advanced texture science. Balancing these components is key to developing products that not only meet expectations but exceed them, ensuring both sensory satisfaction and market success.
In a world where consumers seek new experiences, innovative textures are in high demand. At the same time, the rise of holistic wellbeing has blurred the lines between food and supplements. People expect more from their food and beverages, looking for products that not only taste great but also offer functional health benefits.
Staying ahead of evolving consumer expectations for sensory experiences is critical in an ever-competitive market. So how can formulators rise to the challenge of enhancing sensory appeal, improving functionality and upholding clean-label standards?
Driving taste and delivering on consumer preference
In this Spotlight On broadcast, experts from Tate & Lyle will present the Mouthfeel Masterclass, covering the key trends shaping the future of mouthfeel formulation, and showcase how Tate & Lyle, together with CP Kelco, can offer the best solutions in this exciting area.
The Mouthfeel Masterclass is all about finding ways to optimise, reformulate and innovate products to deliver tastier, healthier and cleaner-label food that consumers will love and, ultimately, to achieve brand success.
Thanks to insights, cutting-edge mouthfeel science and a market-leading portfolio Tate & Lyle has been delivering superior value to customers for over 100 years, helping formulators unlock innovative and novel experiences. With leading capabilities, scientific expertise and portfolio of ingredients in mouthfeel, Tate & Lyle is well positioned to support formulators in meeting the growing global consumer demand for healthier, tastier and more sustainable food and drink.
“Through our innovative ingredients portfolio for mouthfeel, our mouthfeel science and tools, we are able to understand what consumers want and reverse-engineer texture – from the desired sensory attributes all the way back to starch structure-function – allowing us to propose the best combination of ingredients," says Sophia Pai, VP Applications and Technical Services Americas at Tate & Lyle.
Register here for Mouthfeel Masterclass: Be the brand that’s always on the shopping list and join us on 15 April at 3pm CEST (Paris), 8am CDT (Chicago), 9pm CST (Shanghai) for this hands-on demonstration into the importance of mouthfeel in making brands thrive in the future of food.
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