Mouthfeel Enhancing Ingredient Market

When the US Food and Drug Administration published its final rule redefining the “healthy” claim on 27 December 2024, it put a limit on added sugars into the definition for the first time in 30 years, and gave brands until 25 February 2028 to comply. Every yogurt, cereal, drink and snack that wants to keep the word on its label now faces the same problem: take the sugar or fat out and the product turns thin, watery and flat, so something has to put the body back. Douglas Insights values the mouthfeel enhancing ingredient market at USD 4.09 billion in 2025 and forecasts USD 7.66 billion by 2035, a compound growth rate of 6.48%. The receipt is about 610,000 tonnes of mouthfeel ingredients sold in 2025 at an average supplier price of USD 6,700 per tonne. Volume grows 4.8% a year as sugar, fat and dairy reduction spreads across categories, including the products sized in our Low Fat Dairy Products Market report; price grows 1.6% a year as buyers move to clean-label fibres, specialty hydrocolloids and flavour-based mouthfeel modulators used at tiny doses but high prices. The report sits within Douglas Insights coverage of food ingredients and follows the published Douglas Insights research methodology.

What is a mouthfeel enhancing ingredient, and how does it differ from a sweetener or a flavour?

A mouthfeel enhancing ingredient is an ingredient added mainly to build body, thickness, creaminess, smoothness or lingering richness in a food or drink rather than to sweeten, colour or preserve it, and about 610,000 tonnes worth USD 4.09 billion were sold for that purpose in 2025.

Colours sit outside this boundary; natural yellows used in the same reformulated foods are sized in the Gardenia Yellow Pigment (GYP) Market report. Hydrocolloids and gums, such as xanthan, gellan, guar, carrageenan, pectin and cellulose gum, thicken and suspend; the gelling grades that replace animal gelatin are sized in the Gelatin Substitutes Market report. Specialty starches give creaminess and bite. Soluble fibres, including inulin, polydextrose and citrus fibre, add body while cutting sugar. Dairy and plant proteins add richness and emulsify. Flavour-based mouthfeel modulators, including kokumi compounds and taste modulators, restore the fullness that sugar, salt or fat once gave, often at doses measured in parts per million. The market counts only tonnage sold for mouthfeel functions, valued at supplier price across five application groups. The same ingredients sold as gelling agents, binders, fat replacers in meat, or for pharmaceutical and industrial uses sit outside the boundary, as do sweeteners and flavours used for taste alone.

How does the FDA “healthy” rule change mouthfeel ingredient demand?

The FDA “healthy” rule caps added sugars in foods that carry the claim, and Douglas Insights estimates it pushes about 3,000 US products into reformulation before the 25 February 2028 compliance date, each needing a mouthfeel fix when sugar comes out.

The rule was issued on 19 December 2024, published on 27 December 2024 and took effect on 28 April 2025 after a regulatory-freeze delay; it is the first update to the definition since 1994. Sugar does more than sweeten: it adds bulk, viscosity and a lingering finish, so a yogurt or cereal bar that drops from 12 grams to 5 grams of added sugar needs fibres, starches or modulators to feel the same. Guidance and rulemaking records sit in the FDA guidance documents database. For mouthfeel suppliers the rule matters three ways: it concentrates North American reformulation briefs into 2026 to 2028, it moves buyers toward clean-label fibres priced well above the sugar they replace, and softer enforcement is what separates the slower scenario from the base. Front-of-pack warning labels in Mexico, Chile and Colombia, and sugar taxes in more than 50 countries, push in the same direction.

Why does reformulation need mouthfeel ingredients?

Reformulation needs mouthfeel ingredients because sugar, fat and dairy each supply texture as well as taste, and removing 30% to 50% of any of them typically leaves a product that consumers describe as thin or watery.

In a soft drink, 10 grams of sugar per 100 millilitres adds body that high-intensity sweeteners cannot give; brands put it back with 0.02% to 0.1% of gum or a mouthfeel modulator. In a plant-based milk, oat or pea protein alone lacks the creaminess of dairy fat, so gellan gum, starch and emulsifying proteins close the gap. In a low-fat dressing or sauce, starches and hydrocolloids rebuild viscosity. Douglas Insights estimates that a reformulated product carries mouthfeel ingredients worth USD 0.3 to USD 3 per 100 kilograms of finished food more than the original, a small cost that decides whether a lower-sugar launch keeps its buyers.

Why do sugar taxes, oat milks and protein shakes all need more mouthfeel ingredients?

Four drivers carry mouthfeel enhancing ingredient volume growth of 4.8% a year, and sugar reduction is the largest. Sugar taxes now apply in more than 50 countries, the UK soft drinks levy has already pushed most British soft drinks below its taxable threshold, and the FDA “healthy” rule adds a US compliance date in February 2028.

Douglas Insights estimates beverages, the category most exposed to sugar taxes, took 31% of 2025 mouthfeel ingredient value, USD 1.27 billion, growing 7.1% a year. Each time a country introduces or raises a tiered sugar tax, Douglas Insights sees a two-to-three-year wave of reformulated launches, most of them carrying a gum, fibre or modulator that the original recipe did not need.

Plant-based and reduced-dairy products are the second driver. Oat, almond, soy and pea drinks, yogurts and ice creams depend on hydrocolloids, starches and proteins to match the creaminess of milk fat, and hybrid products that blend dairy and plant protein need the same help. Dairy and plant-based dairy took 24% of 2025 value, USD 980.9 million, and Douglas Insights models 6.8% annual growth even as the pure plant-based boom of 2019 to 2021 has cooled; the category is covered in the Plant-Based Dairy Alternatives Market report, and the lines that texture plant protein for meat alternatives in the Plant-Based Protein Extrusion Equipment Market report.

High-protein and medical nutrition is the third driver and the fastest-growing; the wider supplement and functional food market it serves is sized in the Nutraceutical Products Market report. Protein shakes, clinical nutrition drinks and the smaller, protein-dense meals favoured by people taking GLP-1 weight-loss medicines need stabilisers and mouthfeel agents to stop proteins tasting chalky or separating. Douglas Insights values nutrition and other applications at USD 531.3 million in 2025, growing 7.5% a year. A ready-to-drink protein shake typically carries 0.1% to 0.4% of stabiliser and mouthfeel system by weight, two to four times the dose in a standard dairy drink, which is why protein nutrition punches above its tonnage in value.

Clean-label substitution is the fourth driver, measured mostly in price. Buyers want labels listing citrus fibre, native starch or acacia rather than modified starch or carrageenan, and clean-label alternatives sell for 20% to 80% more per kilogram. Douglas Insights estimates clean-label and natural ingredients held 58% of 2025 mouthfeel value, USD 2.37 billion, and adds about 0.7 points a year to the price leg as that share rises toward 70% by 2035.

What holds back mouthfeel ingredients when a monsoon fails or a retailer bans carrageenan?

Three restraints are built into the mouthfeel enhancing ingredient forecast, and raw material volatility is the first. Guar, carrageenan seaweed, citrus peel and gum acacia come from a few growing regions, and a failed monsoon in Rajasthan or a poor seaweed harvest in the Philippines or Indonesia can move prices 30% to 100% within a season. Douglas Insights holds the price leg to 1.6% a year partly because buyers switch between gums when one spikes.

Clean-label pressure on established hydrocolloids is the second restraint. Carrageenan, modified starches and some cellulose gums face consumer and retailer resistance, and Douglas Insights estimates that about 4% of their volume a year is replaced by fibres or native starches, sometimes at lower dose, which trims tonnage growth by about 0.4 points.

Regulation of additives is the third restraint. European food-additive re-evaluations by the European Food Safety Authority have tightened specifications for several thickeners since 2017, and a further restriction on any widely used gum would force reformulation at short notice. The model treats this as a risk to the downside scenario rather than a base-case assumption.

Which application segment, from soft drinks to protein shakes, spends most on mouthfeel ingredients?

Beverages lead the mouthfeel enhancing ingredient market with 31% of 2025 value, while nutrition and other applications grow fastest at 7.5% a year. Every application holds its share for a different reason.

Beverages are worth USD 1.27 billion in 2025. They lead because sugar taxes hit drinks first and a sugar-free drink loses the most body, so brands add gums and modulators to nearly every reduced-sugar launch.

Dairy and plant-based dairy are worth USD 980.9 million in 2025. Yogurts, plant milks and frozen desserts need creaminess that only fat, protein or hydrocolloids provide.

Bakery and confectionery are worth USD 694.8 million in 2025. Fibres and starches replace the bulk sugar gives to cakes, biscuits and chocolate, growing 5.0% a year.

Sauces, soups and savoury products are worth USD 613.0 million in 2025. Starches and gums have long thickened these foods, so growth of 5.3% comes mainly from lower-fat and lower-salt recipes that need modulators.

Nutrition and other applications are worth USD 531.3 million in 2025 and form the fastest-growing segment at 7.5% a year, carried by protein shakes, clinical nutrition and GLP-1 companion foods.

Which ingredient types, forms and buyers make up the mouthfeel market?

By product type, hydrocolloids and gums account for USD 1.45 billion (35.5%) of 2025 value, specialty starches for USD 878.7 million (21.5%), soluble fibres for USD 674.4 million (16.5%), proteins for USD 572.2 million (14.0%) and flavour-based mouthfeel modulators for USD 510.9 million (12.5%); modulators grow fastest, at about 10.5% a year, because they work at tiny doses.

By type, clean-label and natural ingredients account for USD 2.37 billion (58%) and modified or synthetic ingredients for USD 1.72 billion (42%). By form, powders account for USD 2.90 billion (71%), liquids for USD 776.5 million (19%) and pastes and emulsions for USD 408.7 million (10%). By end user, large multinational food and drink makers buy about 55% of value and mid-sized and private-label manufacturers about 45%.

Where in the world do food makers buy the most mouthfeel enhancing ingredients, region by region?

North America is the largest mouthfeel enhancing ingredient region at USD 1.28 billion, 31.3% of 2025 value, while Asia Pacific grows fastest at 7.7% a year. North America leads because its food industry reformulates at the largest scale, the FDA “healthy” deadline falls in 2028, and protein and meal-replacement drinks are more popular there than anywhere else. The region grows 5.9% a year.

Asia Pacific buys USD 1.22 billion and grows 7.7% a year, the fastest rate. Sugar taxes in India, Thailand, the Philippines and Malaysia, rapid growth in ready-to-drink tea, coffee (sized in our Coffee Market report) and dairy drinks, and China’s large plant-protein and functional beverage industry all need mouthfeel systems, and the region is also where much guar, carrageenan and tapioca starch is grown.

Europe buys USD 1.18 billion and grows 5.5% a year, with the strongest clean-label demand and the tightest additive rules. Latin America buys USD 224.8 million and grows 6.9%, driven by front-of-pack warning labels in Mexico, Chile, Colombia and Brazil. The Middle East is the wildcard at USD 102.2 million and 7.3% a year, as Gulf sugar taxes on soft drinks push reformulation. Africa buys USD 81.7 million and grows 7.0%.

Which suppliers dominate mouthfeel enhancing ingredients after Tate & Lyle bought CP Kelco?

Douglas Insights estimates that the three largest mouthfeel enhancing ingredient suppliers hold about 30% of 2025 value, led by Tate & Lyle at about 11% after its acquisition of CP Kelco in November 2024.

Advantage in mouthfeel enhancing ingredients rests on application know-how rather than raw material alone. Tate & Lyle, Ingredion and Cargill win by designing complete texture systems for a customer’s recipe and running them through pilot plants and sensory panels; Givaudan, dsm-firmenich and Kerry win in flavour-based mouthfeel modulators, where a few parts per million decide whether a reduced-sugar drink feels full. Chinese producers dominate commodity xanthan gum and Indian growers guar, which keeps the base price of those gums low. Consolidation is continuing: Tate & Lyle’s purchase of CP Kelco joined a starch and sweetener house with one of the largest pectin and specialty gum makers, and Douglas Insights expects further deals as buyers ask for one supplier to handle sugar reduction, texture and taste together.

How much does a tonne of gum, starch, fibre or kokumi modulator cost a food maker?

Mouthfeel enhancing ingredients sold for an average supplier price of USD 6,700 per tonne in 2025, and Douglas Insights expects about USD 7,850 per tonne by 2035. The spread runs from about USD 1,200 for a specialty starch to USD 150,000 for a kokumi modulator dosed in parts per million.

Specialty food starches sell for USD 1,200 to USD 2,500 per tonne, xanthan gum for USD 3,000 to USD 5,000, pectin for USD 10,000 to USD 15,000, citrus fibre for USD 6,000 to USD 10,000 and gellan gum for USD 20,000 to USD 40,000. Flavour-based mouthfeel modulators, including kokumi ingredients, sell for USD 40,000 to USD 150,000 per tonne but are used at parts per million, so their cost per kilogram of finished food is often lower than that of a gum. Suppliers usually price complete texture systems rather than single ingredients, with a 15% to 40% premium over the ingredient cost for formulation work and supply guarantees. Commodity gums such as xanthan and guar reprice quarterly with raw material and freight costs, while specialty systems are usually fixed for 12 months, which is why the average price moved less than guar and carrageenan prices did during the 2022 supply shocks.

Which E-number, GRAS and fibre-labelling rules decide what a mouthfeel ingredient can claim?

Mouthfeel enhancing ingredients are regulated as food additives or ingredients, and most gums and modified starches carry E-numbers in Europe and must meet purity specifications re-evaluated by the European Food Safety Authority.

In the United States, many are affirmed as generally recognised as safe, and FDA’s labelling rules, including the “healthy” rule’s February 2028 compliance date, set how reformulated products can be marketed. Soluble fibres such as inulin and polydextrose must meet FDA’s dietary fibre definition to count toward fibre on the label, which decides whether a fibre can add both mouthfeel and a nutrition claim. Clean-label claims are not defined in law but are policed by retailers, which is why ingredient choice follows retailer standards as much as regulation.

How far could mouthfeel enhancing ingredients reach under each scenario?

The base scenario takes the mouthfeel enhancing ingredient market to USD 7.66 billion by 2035, with a range of USD 5.95 billion to USD 9.64 billion. How hard regulators and tax authorities push sugar out of food decides where in that range the market lands.

The base case combines 4.8% volume growth with 1.6% price growth for 6.48% a year. The slower-reformulation scenario assumes the FDA “healthy” rule is delayed or weakened, sugar-tax expansion stalls and clean-label premiums compress, cutting the legs to 3.0% and 0.8% for USD 5.95 billion. The reformulation-wave scenario assumes more sugar taxes, front-of-pack warnings in the United States and faster growth in protein nutrition, lifting the legs to 6.2% and 2.6% for USD 9.64 billion. If food makers buy one point more mouthfeel tonnage each year than the base case assumes, the 2035 total rises by about USD 763 million. Outside forecasts for mouthfeel and texture ingredients run from about 6.3% to 7.6% a year; our 6.48% sits inside that band, on a smaller base because only tonnage bought for body and creaminess is counted here, not emulsifiers or gelling uses.

Douglas Exclusive: the reformulation mouthfeel matrix

The reformulation mouthfeel matrix is a Douglas Insights model, an estimate rather than an official register, built from 40 category records across 32 countries and 3 published regulatory sources: the FDA “healthy” rule, national sugar-tax schedules and front-of-pack warning schemes. Douglas Insights counts 40 categories in it. It maps, for those 40 food and drink categories, what is being removed (sugar, fat, dairy, salt or additives), the texture that goes missing, the ingredient systems that restore it, their typical dose and cost per kilogram of finished food, and the regulatory deadline or tax that forces the change. It tracks the FDA “healthy” rule’s 2028 date, national sugar taxes and front-of-pack warning schemes by country, so suppliers can see where the next wave of reformulation briefs will come from and brand owners can see which texture system has worked in similar products. It pairs with the Precision Fermentation Ingredients Market report for new dairy proteins and the Table Sauce Market report for savoury reformulation.

Methodology and receipts

The mouthfeel enhancing ingredient model is built bottom-up from food and drink production. The headline receipt is 610,000 tonnes multiplied by USD 6,700 per tonne, giving USD 4.09 billion for 2025. Tonnage is estimated for 40 categories across 32 countries from production volumes, reformulation rates and typical inclusion levels of each ingredient type, then reconciled with supplier disclosures and customs data for gums, starches and fibres. Only tonnage sold for mouthfeel functions is counted; gelling, binding and non-food uses are excluded. Prices are supplier selling prices by ingredient type and region. The forecast compounds 4.8% volume growth and 1.6% price growth from the 2025 base to about 975,000 tonnes and USD 7.66 billion in 2035.

How this report was made: AI tools helped draft the text and automated checks test every figure for arithmetic, units and consistency with the data table; the Douglas Insights research desk chose the sources, built the model and approved the page. Our editorial standards explain the process.

Sources

1. U.S. Food and Drug Administration FDA guidance documents and rulemaking (including the "healthy" nutrient content claim rule) (2026)
2. United Nations Statistics Division UN Comtrade: trade flows in vegetable saps, mucilages, thickeners and starches (2026)
3. World Health Organization WHO Global Health Observatory: noncommunicable disease and diet indicators (2026)