Texture isan important driverfortaste perception and is the focus of many of today's innovations. Brands are creatively combining textures with for example crispy inclusions, soft centers and extra crunchy toppings, where texture claims are featuring more prominently on the front-of-pack. Also, brands are creative in describing texture or including a texture claim in a product name. An In-nova Market Insights analysis of the top 5 texture claims (creamy, crispy, crunchy, soft and smooth) on global new products launches since 2010 found growth in all of them, with "crunchy" leading the way (+64% in usage in 2013). One of the key confectionery areas where crunchiness is important is coated candy, including chewing gum. Market trends clearly show that the market for zero sugar and zero calorie chewing gums is growing dramatically, but removing sugar means that you lose something beyond calories. Formulations therefore need to be balanced in a very accurate way.
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