Multisensory Trends in CPG: Beyond Taste in Food and Beverages

The recent Mintel report reveals a shift in the consumer packaged goods (CPG) sector, where taste is no longer the sole focus. Brands are now equally emphasizing texture, aroma, and color in their product offerings. This change is driven by various factors, including viral trends and the needs of underserved consumer groups such as neurodivergent individuals and GLP-1 users.

According to the report, social media significantly influences consumer behavior, with 30% of US adults aged 18 to 44 stating that it impacts their snack choices. Additionally, 57% of these adults believe that snacks engaging multiple senses enhance mood more than those focusing solely on taste.

Snacking products like Dubai chocolate and freeze-dried candy are leading the way in multisensory experiences, offering captivating colors and unique textures. These innovations are not only about enhancing taste but also about boosting consumers' mood and overall experience.

There is also a notable trend towards pairing snacks, such as chocolate, with beverages to create a more comprehensive sensory experience. The report states that 38% of US chocolate buyers consume chocolate alongside a drink, highlighting potential cross-promotional opportunities for brands.

Mintel suggests that catering to marginalized communities can provide a competitive edge for brands. For instance, GLP-1 users and neurodiverse individuals have specific needs that can be addressed by considering sensory elements like texture and aroma. The American Academy of Pediatrics notes that 70% of children with autism choose food based on mouthfeel, compared to only 11% of neurotypical children.

As the industry evolves, Mintel emphasizes that simply using novel textures, colors, or aromas will not suffice. Instead, these sensory innovations should have practical applications and be designed with purpose to meet the specific needs of diverse consumer groups.