Business · Companies · 22 hrs ago
Snack makers turn to crunchier, chewier textures to stand out
Food companies are making snacks with more noticeable textures, including crunchy pieces in chocolate and chewy sweets.
A Mintel estimate says snacks highlighting texture made up 41% of new products last year, up from 31% in 2023.
The trend includes crunchiness, chewiness and creaminess, and companies say combining soft and crisp ingredients can be difficult because moisture can make crisp parts soggy.
In the United States, estimated demand for snacks offering pleasure through texture rose 28% in the two years to April, while sales volume for such snacks grew 8%.
One possible reason is that people using GLP-1 weight-loss drugs may eat less and want a snack to feel more worthwhile.
Short videos of people chewing loudly have also become popular, with posts tagged “crunchtok” drawing more than 1.5 billion views last year.
Food makers see texture as a way to distinguish products when there are fewer new flavors to explore.
The figures describe a growing gap between interest and supply, but no specific next step for the industry is stated.
Food companies are using crunchier and chewier textures to make snacks stand out.
Mintel estimates that the share of snacks highlighting texture rose from 31% in 2023 to 41% last year.
In the United States, demand for snacks offering pleasure through texture rose 28% in the two years to April, while supply grew 8%.
Companies point to weight-loss drugs, social media and limited room for new flavours as factors behind the trend.
Brands cited include Mondelez’s Dairy Milk Biscoff bar and Mars’s Skittles Gummy Crystals and Extra Crunchy Cheez-It.
- Who
- Snack makers including Mondelez and Mars are developing products with more pronounced textures.
- What
- Companies are emphasizing crunchy, chewy and other textures to distinguish snacks.
- When
- Mintel’s figures cover 2023, last year and the two years to April; the article was published on October 11, 2026.
- Where
- The demand and supply figures cited are for the United States.
- Why
- The article points to weight-loss drugs, social media and limited opportunities for new flavours as possible drivers.
This story does not have two clearly opposing sides.
Is it worth it?
Mintel estimated that 31% of snacks highlighted texture attributes.
Mintel estimated that 41% of snacks highlighted texture attributes.
US demand for snacks offering pleasure through texture rose 28%, while supply grew 8%.
Posts tagged “crunchtok” accumulated more than 1.5 billion views.
- Texture-focused snacks
- 31% of snacks in 2023; 41% last year
- US demand
- Up 28% in the two years to April
- US supply
- Up 8% by sales volume over the same period
- Crunchtok views
- More than 1.5 billion last year
- Product examples
- Dairy Milk Biscoff, Skittles Gummy Crystals and Extra Crunchy Cheez-It
Sources
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