How Texture Became a Critical Culinary Element
Flavor long reigned supreme as the primary driver of food choice. But in today’s crowded QSR and retail landscape, flavor alone is no longer enough to differentiate. Texture—often described as mouthfeel—has emerged as a key player in differentiation and culinary innovation, shaping how consumers experience, evaluate, and emotionally connect with food.
Online conversations have skyrocketed1 about food textures. Keywords like “creamy,” “soft,” “crunchy,” “chewy,” and “crispy” are surging, with a 524% increase in India and a 367% increase in Brazil.
From a satisfying crunch to indulgent creaminess, developers leverage solutions like Griffith Foods’ Flavour Glaze to engineer memorable, multi-sensory eating experiences that go beyond taste and keep consumers coming back for more.
The Psychology Behind Texture Cravings
Texture is a powerful, but often subconscious driver of food preference. It reflects how consumers emotionally and psychologically respond to the physical feel of food, shaping perception, satisfaction, and even rejection.
Texture acts as a psychological shorthand for quality, freshness, and safety. When expectations are met, texture quietly reinforces enjoyment. When expectations aren’t met, such as when a food that should be crispy turns out soggy, it immediately disrupts the eating experience.
Here are a few examples of the food psychology behind mouthfeel:
- Crunchiness Signals Freshness: The crisp bite of a garden salad, the satisfying crunch of a freshly fried tempura—crunchy or crispy textures are strongly linked to freshness.
- Creaminess Signals Indulgence: A decadent chocolate lava cake, a smooth cheese fondue—creamy textures are psychologically associated with richness, comfort, and indulgence.
- Chewiness Signals Satisfaction: Biting through gummy boba, spending time on a juicy piece of medium-rare steak—chewy textures influence satiety and satisfaction. A recent study suggests that texture contributes to observed differences in satiety and overall food intake.
Different Textures for Different Consumers
As is the case with any food preference, texture and mouthfeel are particularly susceptible to sensitive consumers. One study assessing consumer sensitivity identified two consumer segments: Texture Picky and Texture Explorers.
Texture Picky eaters have a higher sensitivity to texture, appearing more selective in their food choices. These consumers report a higher consumption of highly processed foods because of their softer textures that are easier to eat. This group may be turned off by a particular texture as a whole, regardless of food quality.
Texture Explorers, meanwhile, like trying different and new textures, suggesting an openness to variety and new food innovations. Instead, taste is the primary driver of enjoyment or rejection, underscoring the importance of balancing flavor and texture in your offerings.
The Latest in Global Texture Trends
Global food trends have been kind to textures—43% of surveyed global consumers agreed that they like foods and drinks with unusual textures. Meanwhile, the same global consumers2 are interested most in creamy textures (89%), tender textures (87%), and chewy textures (80%). But how do these opinions translate into trends? Below are three rising texture trends.
1. The “Crispy” Factor
Crispy coatings have long dominated QSR, thanks to its standout sensory appeal. Now brands are doubling down, capitalizing on crispy coatings more than ever before.
This is in part because crispy is evolving to meet new consumer demands, with products not expected to deliver a satisfying crispy crunch both in a foodservice context and at home, thanks to the popularity of air fryer preparation. Perdue’s Air Fryer Ready™ Roasted Crispy Wings, the first frozen wings uniquely created for air frying, feature a proprietary coating that ensures a super crispy texture.
2. Multi-Textural Experiences
As consumers continue to look for new foods that excite, combined textures are taking the spotlight. Different combined textures are ever-present in food experiences, like the crunchy caramelized sugar shell over a silky custard in crème brûlée, or the crunchy tempura that sits on top of soft, chewy sushi.
In foodservice across the globe, food developers are using texture combinations to elevate classic menu items:
- Dunkin’ Donuts in South Korea created a limited-time offer with their Honey Sweet Potato Brulee Donut, rewarding consumers with a caramelized, crunchy exterior and soft, creamy core.
- Papa John’s introduced limited-edition Halloumi Fries in the UK, offering a golden crisp shell that surrounds a soft, gooey cheese center.
- Taco Bell’s Cheesy Lava Taco delivers an explosion of textures—a crunchy tortilla, chewy chalupa, molten cheese, creamy sauces, and a crisped shell provide a novel and satisfying experience.
Each of these menu items were featured as limited-time offers (LTO). Limited-edition foods are a successful vehicle for testing bold innovations, allowing developers to explore textural creativity without disrupting core menus.
3. Global Inspirations
Popular textures from around the globe are now taking their time in the spotlight.
- Chewy mochi, popular in Japan, is on the rise for its unique chew, being applied to donuts, cakes, and other desserts.
- Gummy boba gives an exciting bite to contrast with sweet drinks and desserts.
- Mexican Chicharron is incredibly crunchy yet still very light, used as both a topping for textural intrigue and a crispy, flavorful entree.
- Japanese Panko is flaky and crispy with an audible crunch while not being very heavy, giving coatings and an extra-crispy exterior.
- Crunchy brittle from Germany brings a unique bite to desserts, perfect for a topping on creamy, soft treats.
- Indian Chaat Crackers are thin and gently crumble when eaten, a perfect companion to dips and condiments.
Texture Cravings Are Expanding Into New Categories
New data from Ai Palette shows rising engagement in texture trends across all five monitored segments—food bowls, frozen meals, meat alternatives, ready to cook, and prepared meals. While prepared meals and frozen meals account for nearly 95% of texture-related conversations online, other categories are rapidly gaining traction.
Meat alternatives in particular have made strides in improving textures for consumers. Off textures of mimetic meats have historically been a barrier to adoption for many consumers exploring plant-based foods. However, culinary innovations allow manufacturers to add value to alternative proteins, improving taste and texture while maintaining nutrition and functionality, according to Daniel Ryan, Global Director of Alternative Proteins – Culinary at Griffith Foods.
“Texture in AP products can be achieved in so many different ways. The types of proteins, the protein functionality, gums or starches that hold water, oil content, the order of addition, the machinery used, the hydration, the time of the hydration, coatings, batters—there are many ways to achieve desirable textures in plant-based foods.”
Many alternative proteins are also spotlighting their softer textures as a unique selling point, aiming to reassure consumers that their product can deliver a juicy, enjoyable bite with delicious flavors.
What’s Next for Texture-Driven Innovation
As global texture trends expand across categories—from QSR classics to alternative proteins—brands that understand the psychology of mouthfeel are better positioned to deliver food experiences that feel intentional and satisfying.
To learn more about how texture is shaping the future of food—and how these insights translate into actionable culinary trends—explore the Griffith Foods 2026 Food & Flavor Outlook.
1Ai Palette June 2025
2 FMCG Gurus March 2025 FCT945-FCT027
