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For decades, taste has shaped food innovation. Now, texture is stepping into the spotlight, especially for Gen Z, who are reshaping how quality is judged. Marina Di Migueli, global marketing director for Starch, Protein and Mouthfeel at Tate & Lyle, explores how the younger generation of consumers is shaping the latest in innovation.

This generation has grown up in a digital culture where experiences are shared instantly, and novelty is a recognised marker of value. As a result, food is no longer judged solely on flavour. Mouthfeel – the interplay of texture, the contrasts it delivers, and wider sensory cues – is now central to how products are experienced and shared.

Mintel reports that more than a third of Gen Z consumers in the US are actively seeking new textures in non-chocolate confectionery, while more than a quarter look for salty snacks that blend multiple textures. From crispy-coated ice cream nuggets to peel-apart banana-shaped breads, texture is fast becoming a driver of exploration and preference. This reflects more than a desire for novelty - it signals a deeper appetite for multisensory engagement.

Mouthfeel now plays a crucial role in turning a good product into a memorable one.

Mouthfeel: a sensory driver of quality

In food science, mouthfeel is the sensory experience of how food looks, tastes, sounds and feels, shaped by the way texture interacts with flavour, aroma and sound.

For younger consumers in particular, mouthfeel has become a key marker of quality and satisfaction. Mouthfeel is not just about pleasantness but also excitement and memorability. A creamy dessert, a crisp snack or a chewy centre can all signal indulgence and value. On the other hand, if a product feels thin, flat or inconsistent, consumers may quickly judge it as low quality, regardless of how it tastes.

This shift is placing pressure on food and beverage manufacturers to treat texture as a design consideration equal to taste or cost efficiency. It also highlights the need for brands to think more broadly about sensory design and ensure that the texture complements the flavour rather than acting as an afterthought.

How texture drives discovery

With food trends emerging and disappearing in the space of a scroll, mouthfeel has become a tool for capturing consumer interest. From crisp shells with soft centres to whipped foams and snacks that mix chewy, crunchy and creamy elements, these multi-layered textures appeal to this new appetite for sensory play. Viral examples like ‘crackle coffee’ and ‘Fluffy Cola’ highlight how foods centred around surprise and contrast drive engagement.

Market launches such as KFC Australia’s Waffle Double, which pairs crunchy chicken with a chewy waffle centre, or Yfood’s layered nutrition bars, show how brands are building complexity into texture. Even staple products like pretzel Pocky Sticks are being reimagined with dual layers that combine creaminess and crunch to enhance the eating experience.

For manufacturers, texture offers a way to differentiate in crowded markets, creating products that stand out on shelves and remain top-of-mind for consumers looking for novelty and excitement.

Health and indulgence, redefined

While Gen Z approaches food playfully, they are equally serious about wellbeing and sustainability, particularly as this generation faces rising concerns about diet-related health conditions and climate impact.

Research indicates that spending on health and wellness categories has increased significantly in recent years, with younger consumers playing a major role in this growth. It is also reported that social media influences their purchasing decisions, particularly when it comes to functional products such as protein snacks, supplements, and fortified drinks.

For manufacturers, this creates a challenge in delivering sensory-rich, indulgent experiences while also meeting demand for reduced sugar and natural ingredients. Reducing fat or sugar content often diminishes the sensory richness that consumers demand. Reformulating products using ingredients such as soluble fibre or nature-derived texturants like citrus fibre can help maintain mouthfeel. If foods still deliver creaminess or a satisfying mouthfeel, consumers are more likely to accept the changes and may even see the product as better quality.

In addition to adjusting nutrition profiles, reformulation is about ensuring the sensory experience remains compelling enough to encourage repeat purchases. Without that, even the healthiest product will struggle to build loyalty.

What Gen Z wants, and how manufacturers can deliver

Behind these consumer trends lies the growing focus on texture, which is also driving new approaches in product development.

Different ingredients and processes can change how food feels, and manufacturers are finding ways to use these tools more effectively. For example, tapioca starches can help create chewy textures, and some speciality corn starches can take crunchiness to the next level. Fibres can add body and help support sugar reduction, and fat-mimicking proteins and starches can keep products creamy even with less fat.

On the processing side, methods like aeration or layering are giving manufacturers greater control over crunch, lightness, and structure. The key opportunity is to combine consumer insights with these technical advances, so products meet expectations for health and indulgence without losing their sensory appeal.

The future of texture

For today’s consumers, especially Gen Z, mouthfeel is integral to how food and beverages are judged, shared and remembered. For manufacturers, this means texture must sit alongside taste, nutrition and sustainability as a strategic priority in product development.

As new technologies and ingredient solutions continue to expand the toolbox available to formulators, the ability to design for multisensory engagement will define the next wave of successful launches. In short, texture has become both a challenge and an opportunity – and those who embrace it will be best placed to capture the loyalty of the next generation of consumers.