What will the top texture trends be in 2017?

Different texture combinations used to market foods in 2016. ©iStock

In 2016 15% of new food products launched in Europe employed themes concerning texture combinations – often on well-established product types such as yoghurt. FoodNavigator looks at some of the strongest product categories riding the texture wave into 2017.

Experts have shown texture combinations to have strong influence on taste and satiety, and while records have not been kept in previous years – texture claims in marketing may well be on the rise.

Market research company Mintel recorded new product launches throughout 2016 and clocked trends such as crispy, creamy and crunchy. We spoke to Katya Witham, senior food and drink analyst at Mintel, for deeper insight into her study.


By no means a new or innovative product, yoghurt based snacks containing an add-in ingredient such as muesli, nuts, oats or chocolate – often now explicitly use the texture combination as advertising.

German retailer Rewe's crunchy apple and banana flavoured yoghurt for example, use the ‘KnusperJoghurt’ (crispy yoghurt) title to highlight its difference in texture.

Products mixing crunchy and soft textures in this way made up 7% of all new items with texture marketing this year, said Witham.

Similarly, other unoriginal products like classic Mexican snack churros have emphasised the crispy exterior and soft interior on packaging - the new Pom Bistro potato churros with Emmental being a notable example.


Yoghurt, having been used since 5000 BC, may not be an original invention – however, 4% of new texture-driven products in 2016 were simply classic products such as yoghurt employing descriptions of a well-known texture.

Pasture Milk’s KerryGold yoghurt for example, is marketed simply as ‘creamy’ and boasts a fat percentage of 7%.  

Witham said the Quaker Oats-so-Simple was also rebranded as creamy without any change to the popular porridge product's ingredients.

Thin ‘n’ Crispy

Baked foods like savoury biscuits, potato snacks and oven pizzas have trended toward using labels claiming ‘thin’, ‘extra thin’ or ‘thin and crispy’ – often to portray an image of sophistication and local authenticity.

Particularly in pizzas, this texture is seen as an original Italian style, and appeals to the health and wellness market with reduced dough.

The UK, France and Germany were leaders in this trend; the Italissimo brand of pizza in Germany being one example of a new ‘thin and crispy’ product.


Liquid energy

A further 2% of new products in 2016 were drinks using texture claims as marketing, said Witham. In particular a rise in energy gels containing caffeine, carbohydrates and vitamins - useful for sports performance - have been seen in Spain, Finland and Italy.

Use of chia seeds - now a hugely popular ingredient for their health qualities according to Mintel - in drinks has also been a successful trend. The combination of juice with hard seeds containing protein, omega 3 and iron has spread to many brands, the most popular of which are in the UK and Germany.  

Related News

© iStock/Delpixart

The food trends and issues to watch in 2017

UK Chancellor, George Osborne was awarded the boldest announcement of the year for his plans back in April detailing a tax on sugar-sweetened drinks.  ©iStock/OcusFocus

2016: The good, the bad and the ugly


The nutra space: Eyes turn to 2017

Italian snack arancini pack in a number of textures: crispy, crunchy, gooey.... © iStock/MarziaGiacobbe

Are you a cruncher, chewer, smoosher or sucker? Ingredion tailors its texture talk

Kevin Smith and Shaun Gibbins have secured a deal with Holland and Barret to distribute Battle Oats energy bars in the UK and Ireland. Pic: Battle Oats

Battle Oats earns first major high street listing with Holland and Barrett

Among the snack trends Innova identified for 2017 is a hunger for snacks that come from 'real food items'. Pic: Lay's

Innova Market Insights identifies hybrid and "moment-centric" snack trends

V shaped piston pump

Pistons help retain meat texture

Protein and polysaccharide mixed gels were used in the study as its molecules are also found in commercial foods of interest (e.g., beverages, dairy, meat products). ©stock/VictorCap

Protein-based model yields deeper insights into food texture and satiety

Is that nugget crispy, crunchy, crumbly or chewy? It's important - it could change the way it tastes.  © iStock/SasinParaksa

Small texture tweaks can have a big impact on food flavour & satiety

Ingredients suppliers react to sensorial and textures trend

How ingredients suppliers are reacting to the sensorial and textures trend

'The current system can present virtual food texture such as hardness, chewiness (elasticity), and adhesiveness by controlling intensity, duration, and timing of EMS.' ©iStock

Food futures: TasteClouds, virtual food & EMS drive taste & texture development

Related Products

See more related products

Comments (1)

Alexandra Sánchez - 05 Jan 2017 | 12:44

I$R Manager

Really excited about Food trends since my area of expertise is Food Development

05-Jan-2017 at 12:44 GMT

Submit a comment

Your comment has been saved

Post a comment

Please note that any information that you supply is protected by our Privacy and Cookie Policy. Access to all documents and request for further information are available to all users at no costs, In order to provide you with this free service, William Reed Business Media SAS does share your information with companies that have content on this site. When you access a document or request further information from this site, your information maybe shared with the owners of that document or information.