Every nation and region has its own distinct preferences for certain foods. There are popular foods and beverages loved by consumers across the globe, but there are also variations across different cultures – foods that might be loved in one region but considered unpleasant or uncommon in others.
It’s not just the taste, aroma and appearance that defines regional preferences for certain foods – mouthfeel and texture are key factors too.
Mouthfeel and Texture are key attributes of foods and beverages that play a vital role in how we perceive and enjoy what we eat. But there isn’t one universal view on how we define a ‘pleasant’ mouthfeel or texture. Interestingly, different cultures place varying levels of importance on them, leading to a rich diversity in what is considered pleasurable or even acceptable.
A world of texture
Take Asian cuisine, for instance, where texture and mouthfeel are not just an afterthought but a central component of the dining experience. The Japanese language boasts an impressive 445 terms dedicated to describing textures and sensations related to food, ranging from the delicate, slippery texture of natto (fermented soybeans) to the satisfying crunch of tempura. Each term encapsulates a specific sensory experience that is deeply valued in Japanese culinary traditions.
This contrasts sharply with Western food vocabulary, where the English language offers 77 terms to describe texture and mouthfeel – gelatinous, chewy, gummy, to name but a few - highlighting a more limited focus on this aspect of food.
Asian consumers often value textures which are uncommon in the West. “Neba neba”, for example, is used to describe slimy, sticky and gooey foods such as that of natto, raw egg and certain kinds of seafood – the types of food that would normally intrigue most Western consumers (and be rejected by the most conservative palates!)- but which are increasingly gaining interest and traction in innovations.
In Western cultures, while texture and mouthfeel are certainly crucial for food appreciation, they don’t carry the same cultural weight. There’s a preference for certain textures – like the creaminess of mashed potatoes or the crunch of a well-cooked roast potato – but there isn’t a dedicated vocabulary or a food group that exists solely to celebrate these sensations. In summary, western consumers are not as aware of these attributes as eastern consumers are- but while unconscious, these attributes still play a vital role in whether a food is liked or not.
Crossing boundaries
Our differences are based on the individual taste and flavour sensations that we’ve been exposed to over a lifetime, based on culture, background and experience. However, people want to access more diverse, more culturally authentic and more sensory-led food experiences every day. As a result, there is some crossover with certain sensory elements that are enjoyed across different cultures, with slight nuances.
Consumer insight shows that 37% of US consumers are more likely to try a new product or dish if it has Asian flavours or ingredients1.
To tap into this trend, we worked with a customer to create a new Asian-style dip innovation that gave people an authentic experience of Asian food. Working collaboratively, the Tate & Lyle team and the customer were able to define the right product characteristics and conduct tasting sessions to find the right textural solutions for the product trial.
The solution we identified was a fruit dip range that held a sweet & sour taste, an authentic transparent and glossy appearance and an Asian-style texture developed to successfully coat dippers. The use of REZISTA® Tapioca starch enabled unique taste, colour and strong viscosity, all crucial to create an authentic taste profile in this dip and take an exciting product to market.
Expanding our vocabulary
Experimenting with mouthfeel and texture can be an important way for manufacturers to deliver innovative and unique new products.
What we can learn from the Asian market, a reference in in this field, is that the larger the vocabulary to describe textures, the broader the scope for innovation.
That’s why at Tate & Lyle we are striving to provide our customers with insights on texture and mouthfeel from across the globe, to enable a cross-fertilisation of trends amongst regions and inspire the development of exciting new products.
Take the example, of the trend towards super soft breads, cakes and buns. Manufacturers across different regions are already experimenting how to deliver ever lighter and airier mouthfeel sensations.
In Japanese and Chinese cakes, lightness and bounciness is sought after, while super light, white bread is seen as a premium choice in the East. In Europe and North America, melt in the mouth puffed savoury snacks are also growing in popularity, while in Latin America multiple chocolate brands are using aeration to stand out with unique textures and a quicker melting
With that in mind, aeration could be the latest innovative ingredient in food and drink. Manufacturers should be thinking about how they can use air to customise texture and flavour to create new products that will excite consumers.
Science and Solutions to create exciting Mouthfeel experiences
To deliver on these insights, we have a global team of experts with deep scientific know-how on texture and mouthfeel, in R&D, applications and sensory. Tapping into Tate & Lyle’s market leading mouthfeel portfolio and leveraging our mouthfeel formulation tools, they’ll be able to not only advise you on your next product hit- but help you create it.
Contact our team today to discuss your next innovation.
1 Mintel, Grocery Retailing US, 2022