Texture is emerging as a critical battleground in the global confectionery market, as consumers increasingly demand multi-sensory experiences that go beyond flavour alone, according to new analysis from Mintel.
While taste has traditionally received the lion’s share of attention in product development, industry experts argue that the snap of chocolate, the chew of a gummy or the melt of a caramel often defines the eating experience more than flavour does. The science of food texture, known as rheology, has become a growing area of investment for manufacturers seeking to differentiate their products in a crowded market.
Honorata Jarocka, principal associate at Mintel, said the shift reflects a broader desire among consumers for “a multi-sensory, indulgent experience” that encompasses not only how a product tastes but how it feels in the mouth and even how it sounds when bitten.
The trend is perhaps most visible in the viral popularity of hyper-textural chocolates such as Dubai chocolate and Angel Hair chocolate, which have gained rapid social media traction by foregrounding texture as a defining feature. Social media platforms have amplified this effect, with short-form video content showcasing the audible snap, stretch, and crackle of confectionery products reaching millions of viewers within days of launch.
Mintel’s data shows that the number of chocolate products launched globally that specify texture on their packaging has risen steadily over the past five years. The most common descriptors appearing on new products include crunchy, smooth and creamy. Freeze-dried confectionery, which delivers a dramatic visual and textural impact, has also become a viral format driving consumer interest.
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Analysts suggest the clean-label movement is further boosting the appeal of minimally processed textural techniques such as freeze-drying. Brand storytelling around textural differences is proving to be an effective tool for increasing consumer engagement, turning what was once an overlooked attribute into a competitive advantage. As manufacturers compete for attention in an increasingly visual and sensory-driven marketplace, texture looks set to remain at the forefront of product innovation.