Portside

Consumers gravitate to favorite mouthfeel behaviors, whether it involves chewing, crunching, "smooshing" or sucking. The Understanding & Insight Group (U&I) has found a previously unrevealed, unexpressed need that drives texture preferences: mouth behavior. The truth is that individuals have a preferred way to manipulate food in their mouths (mouth behavior) and this BEHAVIOR determines the food textures they will prefer.