Taste increasingly finds itself on equal footing with texture, color and other product attributes, according to a new Mintel report that explores multisensory developments in the food and beverage industry.
It’s not just social media influencers driving market strategy. Underserved consumer segments, such as those with neurodivergent considerations and the elderly, also are causing food and beverage companies to consider new approaches to formulation.
Snacking trend products such as Dubai chocolate and freeze-dried candy are moving multisensory products that emphasize aroma, mouthfeel and other sensations into the mainstream.
“These viral product sensations elevate the consumption experience beyond taste with captivating color, unexpected texture and/or tantalizing aroma,” Mintel said in its recent report. “Multisensory innovations have feel-good benefits, too, with 57% of UK adults agreeing that food and drink that engages multiple senses boosts mood more effectively than taste alone.”
Social media’s influence
Nearly a third (30%) of US adults between the ages of 18 and 44 years said social media influences the snacks they try for the first time.
More than half (57%) said snacks that engage more than one of the senses are more effective in boosting their mood.
CPG snack makers have an opportunity with parents and their children, according to the report, which showed that more than a third (37%) of survey respondents with kids purchase snacks that will appeal to both them and their kids.
Snacking innovation beyond taste
Consumers are more likely to take a moment to consider the various sensations from multisensory snacking, according to Mintel.
More than a quarter (26%) of consumers who purchase gum, mints or breath fresheners consider the texture when making a purchase, the study found.
Consumers also likely will pair sweet and salty snacks to increase the taste sensation, according to the study. This poses opportunities for snack purveyors considering cross-promotional opportunities.
“An additional 38% of US chocolate-buyers eat chocolate paired with a beverage. Brands can encourage multisensory experimentation with marketing, viral challenges and innovations that suggest surprising pairings to create multisensory experiences,” according to Mintel.
Catering to underserved consumers
Sensory considerations that go beyond taste are expected to become increasingly important over the next few years, the study indicates.
“Going forward, it will not be enough for snacks and confectionery to use texture, color and/or aroma in novel ways. Instead, multisensory innovations will need to consider how sensory engagement can deliver products that are designed with practical and purposeful applications in mind,” Mintel said.
Brands also can win market share by considering marginalized communities, such as GLP-1 users, older adults and neurodiverse individuals, said Mintel.
Mintel suggested following the lead of restaurants for GLP-consumers, “where chefs play with color, texture and/or aroma to provide satisfaction in smaller servings.”
Similarly, neurodiverse consumers and those on the autism spectrum have special needs that should be considered, according to Mintel.
“The American Academy of Pediatrics reports that as many as 70% of children with autism make food choices based on how food feels in their mouth, compared to only 11% of neurotypical children,” the report noted.
