Food Business News - August 7, 2018 - 48
described as crunchy, flaky or frothy.
"Consumers want to experiment;
they want to try new things," Ms. Dornblaser said at IFT18, the Institute of Food
Technologists' annual meeting and food
exposition in Chicago. "They're looking
for those unique textural experiences."
The use of texture claims in global
food and drink launches is rising but still
relatively low, she said. A third of global
food and drink products with texture
claims launched in the past year were
described as crunchy, crispy, crusty, brittle
or nutty. A fifth were classified as smooth,
silky, velvety, creamy or buttery. Other descriptors were soft (11% of launches with a
texture claim), carbonated or bubbly (8%)
and chewy or gummy (6%).
"For products that make the claim
that say something on pack about the
texture, consumers are more likely to
say they would buy those than products
that don't make a statement about the
texture," Ms. Dornblaser said.
This is especially true for meals and
chocolate confectionery, both of which
are more likely to feature a broader
DANNON LIGHT & FIT
The use of texture claims in global food and
drink launches is rising.
variety of textures, she noted. Consumers also are more likely to purchase
bakery products and breakfast cereals
described as crunchy and less likely to
purchase dairy products and ice cream
described as smooth.
"We also see consumers really being
interested in a contrast of textures,
having that multi-textural experience,"
Ms. Dornblaser said. "Having things
be crunchy and smooth, or chewy and
creamy or whatever it happens to be."
Packaged yogurt featuring mix-ins
is gaining favor as consumers increasingly seek multiple textures and new
experiences. These products are especially popular among 18- to 34-year-olds,
Ms. Dornblaser said.
"It feels like a key target market are
those younger consumers, and that's
mainly millennials and younger than
millennials as well, that Generation Z
consumer," she said.
Food and drink with unusual textures, such as bubble teas at a
coffeehouse, are likely to appeal to this
demographic, she said.
Healthy ingredients such as nuts,
seeds, grains, fruits and vegetables
may add texture to food and beverages.
Recent vegetable innovation such as
cauliflower "rice" and zucchini "noodles"
add a textured twist to familiar foods.
Unexpected shapes and detailed
textures also may enhance the visual
appeal of a product or dish.
"There's a lot of potential to look at a
multi-textural experience more than just
one texture in a product, to really talk
about the mix of textures to make a product more interesting and really elevate
that experience," Ms. Dornblaser said. FBN
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Food Business News
August 7, 2018