Protein is the basis of many products in this category, whether in a powdered form or as part of a ready-to-drink (RTD) beverage. As these functional products become more mainstream, it’s important to not only focus on the benefits, but also the consumption experience itself. This is where the science of mouthfeel comes in.
Why is mouthfeel so important?
Mouthfeel is a core part of our experience when we consume beverages, along with the smell, the look, and, of course, the taste. It starts when the beverage first touches the mouth, moves on to the sensory receptors on the tongue, and continues all the way to the sensation when we swallow. An enjoyable mouthfeel is central to whether or not we enjoy a product, and it should be treated with the same regard as ingredients and flavour combinations.
Although it’s something that has been researched extensively, there’s no definitive answer to what makes a great mouthfeel. What one person may enjoy, another may dislike intensely. Some might prefer a milkshake to be thick and viscous, for example, where others might prefer a thinner, more watery feeling. Some people like lumpy mashed potato, some like it to be smooth and creamy.
Live up to consumer expectations
This means that it’s almost impossible to create something with a sensation everyone agrees is sensational, but it is possible to create something that many consumers will love. Expectation plays an important role here, and these expectations often start with the look and feel of the packaging, as well as the messaging – if you’re expecting one sensation, but experience another, it can be quite disconcerting. On the other hand, if the feel of the product is in perfect harmony with the expectations, it can only amplify the experience.
With powder products, it’s difficult to closely control mouthfeel as it’s the consumer that adds the powder to water, milk, or whatever their preference. However, with RTD products, mouthfeel is one of the main factors that will decide whether it’s a hit with your intended audience.
Matching feel to function
Matching the mouthfeel to the purpose and nature of a beverage is crucial, and there are a lot of qualities that are specific to protein-rich products in the FSN category that need to be considered, as Ravi Maturi, PDC Driver, MO Marketing at Tetra Pak explains:
“High protein RTD beverages often have a thicker and more viscous texture compared to regular drinks due to the high concentration of proteins, and these proteins cause a gritty or chalky texture if not properly dissolved or stabilised. These drinks can also leave an astringent or severe dryness sensation on the tongue, which can be managed by adjusting the pH or using specific protein blend formulations. Sometimes, they leave a coating sensation in the mouth, which can be either pleasant or undesirable depending on the formulation.”
It’s important to take the appropriate action based on the beverage you’re producing, and using stabilisers and modifiers can help you achieve the mouthfeel your consumers are looking for. This is an especially important consideration for lifestyle nutrition as taste and experience are the priorities, and to get this right you need to know the qualities, complexities and challenges of the specific protein you want to work with.
“Thicker, smoother and creamier textures are more of a preference in Asia, whereas in Europe consumers generally prefer more natural, less processed textures.“
Ravi Maturi, PDC Driver, MO Marketing at Tetra Pak
Pick your protein
While many functional RTD beverages are based on dairy proteins, such as the ever-popular whey, more people are looking to increase their intake of plant-based products, which in turn means a rising demand for plant-based proteins.
There are a few things to consider when looking at alternative sources of protein, such as the protein concentration, functionality, stability, natural taste and nutritional density. For FSN beverages, the ideal combination would be more pure and soluble proteins that don’t foam or bind with other ingredients, and proteins that are stable, resistant and have a neutral taste.
A delicate balance
“Typically, protein beverages require higher flavour usage as proteins absorb flavour over the shelf life of the beverage,” explains Maturi. “However, plant proteins are more prone to this effect than dairy proteins, requiring heavier flavour usage to mask the off flavours. Selection of fat is also important for the mouthfeel of any plant-based, protein-rich FSN beverage. Sunflower Oil and canola oil are more neutral in terms of taste, and are more stable in high-temperature heat treatment.”
Clear protein products are also growing in popularity, and the expectations here are entirely different. Just as the name suggests, these are beverages that contain protein, but rather than looking like a milkshake, they look more like a refreshing water-based soft drink. These attract a completely different audience that’s looking for refreshment with benefits, and require a thin mouthfeel that matches the look of the beverage.
For these clear drinks, whey protein ingredients are more suitable due to better stability and solubility at low pH levels, the ability to produce more sweetness from lactose by lactase hydrolysis and the naturally high mineral content.
More than a feeling
Mouthfeel isn’t an exact science, and the sensations that will appeal to a specific set of consumers can be even more unpredictable. However, with the right expertise, and the right kind of approach, you can find the right feel for your FSN products.
“Another thing to consider is that preferred mouthfeel can also vary based on geography,” says Maturi. “For example, thicker, smoother and creamier textures are more of a preference in Asia, whereas consumers in Europe generally prefer more natural, less processed textures. In America, tastes are different once again, as sweeter, indulgent textures are more popular.”
By working with our food technologists at our Product Development Centres, you can ideate, develop, iterate and test a variety of products, giving you all the insights you need before your new launch. Thanks to extensive research, we know what products are more likely to appeal to different groups of consumers, what to aim for with mouthfeel, and which stabilisers and modifiers to use to get your desired result. We also know the challenges of working with different proteins, and what to be mindful of when developing protein-based beverages.
The right mouthfeel is subjective, and achieving the delicate balance between flavours, function, experience, and meeting expectations is a rewarding challenge that we can help you to overcome. Get in touch today to take the next step.
