{"id":11678,"date":"2026-04-07T09:30:41","date_gmt":"2026-04-07T14:30:41","guid":{"rendered":"https:\/\/griffithfoods.com\/?p=11678"},"modified":"2026-04-07T09:30:43","modified_gmt":"2026-04-07T14:30:43","slug":"why-do-consumers-crave-texture","status":"publish","type":"post","link":"https:\/\/griffithfoods.com\/zh\/viewpoints\/why-do-consumers-crave-texture\/","title":{"rendered":"Why Do Consumers Crave Texture?"},"content":{"rendered":"<figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/griffithfoods.com\/wp-content\/themes\/griffithfoods\/build\/images\/dummy.svg\" alt=\"Texture-Driven Food Trends\" class=\"wp-image-11711 lozad\" data-src=\"https:\/\/griffithfoods.com\/wp-content\/uploads\/2026\/03\/Blog-4-Header-image-1024x365.jpg\"\/><\/figure>    <h2 class=\"wp-block-heading\">How Texture Became a Critical Culinary Element<\/h2>    <p>Flavor long reigned supreme as the primary driver of food choice. But in today\u2019s crowded QSR and retail landscape, flavor alone is no longer enough to differentiate. Texture\u2014often described as&nbsp;<a href=\"https:\/\/www.sciencedirect.com\/topics\/agricultural-and-biological-sciences\/mouthfeel\" target=\"_blank\" rel=\"noreferrer noopener\">mouthfeel<\/a>\u2014has&nbsp;emerged&nbsp;as a key player in differentiation and&nbsp;culinary innovation, shaping how consumers experience, evaluate, and emotionally connect with food.&nbsp;<\/p>    <p>Online conversations have skyrocketed<sup>1<\/sup>&nbsp;about food&nbsp;textures. Keywords like \u201ccreamy,\u201d \u201csoft,\u201d \u201ccrunchy,\u201d \u201cchewy,\u201d and \u201ccrispy\u201d are surging, with a&nbsp;524%&nbsp;increase in India and a 367%&nbsp;increase in Brazil.&nbsp;<\/p>    <p>From&nbsp;a&nbsp;satisfying&nbsp;crunch to indulgent creaminess, developers&nbsp;leverage&nbsp;solutions like Griffith&nbsp;Foods\u2019&nbsp;<a href=\"https:\/\/griffithfoods.com\/zh\/product\/flavour-glaze\/\" target=\"_blank\" rel=\"noreferrer noopener\">Flavour&nbsp;Glaz<\/a><a href=\"https:\/\/griffithfoods.com\/zh\/product\/flavour-glaze\/\" target=\"_blank\" rel=\"noreferrer noopener\">e<\/a>&nbsp;to engineer memorable, multi-sensory eating experiences that go beyond taste and keep consumers coming back for more.&nbsp;<\/p>    <h2 class=\"wp-block-heading\">The Psychology Behind Texture Cravings&nbsp;<\/h2>    <p>Texture is a powerful,&nbsp;but often subconscious&nbsp;driver of&nbsp;<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/abs\/pii\/S0195666323025400\" target=\"_blank\" rel=\"noreferrer noopener\">food preference<\/a>. It reflects how consumers emotionally and psychologically&nbsp;respond&nbsp;to the physical feel of food, shaping&nbsp;perception, satisfaction, and even rejection.&nbsp;&nbsp;<\/p>    <p>Texture acts as a psychological shorthand for quality, freshness, and safety. When expectations are met, texture quietly reinforces enjoyment. When expectations&nbsp;aren\u2019t&nbsp;met, such as when a food that should be crispy turns out soggy, it&nbsp;immediately&nbsp;disrupts the eating experience.&nbsp;<\/p>    <p>Here are a few examples of the&nbsp;food psychology&nbsp;behind&nbsp;mouthfeel:&nbsp;<\/p>    <ul class=\"wp-block-list\"> <li><strong>Crunchiness Signals&nbsp;<\/strong><strong>Freshness<\/strong><strong>:<\/strong>&nbsp;The crisp bite of a garden salad, the satisfying&nbsp;crunch&nbsp;of a freshly fried tempura\u2014crunchy or crispy textures are strongly linked to freshness.&nbsp;<\/li> <\/ul>    <ul class=\"wp-block-list\"> <li><strong>Creaminess Signals I<\/strong><strong>ndulgence<\/strong><strong>:<\/strong>&nbsp;A decadent chocolate lava cake, a smooth cheese fondue\u2014creamy&nbsp;textures are psychologically associated with richness, comfort, and indulgence.&nbsp;<\/li> <\/ul>    <ul class=\"wp-block-list\"> <li><strong>Chewiness Signals Satisfaction:<\/strong>&nbsp;Biting through&nbsp;gummy&nbsp;boba, spending time on a juicy piece of medium-rare steak\u2014chewy&nbsp;textures&nbsp;influence satiety and satisfaction. A recent study&nbsp;suggests&nbsp;that texture contributes&nbsp;to observed&nbsp;<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0002916522000259\" target=\"_blank\" rel=\"noreferrer noopener\">differences&nbsp;in satiety<\/a>&nbsp;and&nbsp;overall food intake.&nbsp;<\/li> <\/ul>    <figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/griffithfoods.com\/wp-content\/themes\/griffithfoods\/build\/images\/dummy.svg\" alt=\"Close-up of a crispy chicken sandwiches\u2019 fried coating, next to a bun and pickles.\" class=\"wp-image-11682 lozad\" data-src=\"https:\/\/griffithfoods.com\/wp-content\/uploads\/2026\/02\/Blog-4-Inline-Image-2-1024x365.jpg\"\/><\/figure>    <h3 class=\"wp-block-heading\">Different Textures for Different Consumers&nbsp;<\/h3>    <p>As is the case with any food preference, texture and mouthfeel are particularly susceptible to sensitive consumers. One study assessing&nbsp;<a href=\"https:\/\/www.sciencedirect.com\/science\/article\/pii\/S0950329325003271\" target=\"_blank\" rel=\"noreferrer noopener\">consumer sensitivity<\/a>&nbsp;identified two consumer segments: Texture Picky and Texture Explorers.&nbsp;<\/p>    <p>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.&nbsp;This group&nbsp;may be turned off by a particular texture as a whole, regardless of food quality.&nbsp;<\/p>    <p>Texture Explorers, meanwhile, like trying different and new textures, suggesting an openness to variety and new food innovations.&nbsp;Instead, taste is the primary driver of enjoyment or rejection, underscoring the importance of balancing flavor and texture in&nbsp;your&nbsp;offerings.&nbsp;<\/p>    <h2 class=\"wp-block-heading\">The Latest in Global&nbsp;Texture Trends&nbsp;<\/h2>    <p>Global food trends&nbsp;have been kind to textures\u2014<a href=\"https:\/\/griffithfoods.com\/zh\/na\/news\/griffith-foods-predicts-2026-food-and-flavor-trends\/\" target=\"_blank\" rel=\"noreferrer noopener\">43%&nbsp;of surveyed global consumers<\/a>&nbsp;agreed that they like foods and drinks with unusual textures.&nbsp;Meanwhile, the same global consumers<sup>2<\/sup>&nbsp;are interested&nbsp;<a href=\"https:\/\/fmcggurus.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">most in creamy textures<\/a>&nbsp;(89%), tender textures (87%), and chewy textures (80%).&nbsp;But how do these opinions translate into trends? Below are three rising&nbsp;texture trends.&nbsp;<\/p>    <figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/griffithfoods.com\/wp-content\/themes\/griffithfoods\/build\/images\/dummy.svg\" alt=\"Global texture trends: 43% of consumers like foods and drinks with unusual textures.\" class=\"wp-image-11683 lozad\" data-src=\"https:\/\/griffithfoods.com\/wp-content\/uploads\/2026\/02\/Blog-4-Inline-Image-3-1024x365.jpg\"\/><\/figure>    <h3 class=\"wp-block-heading\">1. The &#8220;Crispy&#8221; Factor&nbsp;<\/h3>    <p>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.&nbsp;<\/p>    <p>This is in part because crispy is evolving to meet new&nbsp;consumer demands, with products not expected to deliver a satisfying crispy crunch both&nbsp;in&nbsp;a&nbsp;foodservice context and at home, thanks to the popularity of air fryer preparation. Perdue\u2019s&nbsp;<a href=\"https:\/\/www.perdue.com\/products\/perdue-air-fryer-ready-roasted-crispy-wings\" target=\"_blank\" rel=\"noreferrer noopener\">Air Fryer Ready\u2122 Roasted Crispy Wings<\/a>, the first frozen wings uniquely created for air frying, feature&nbsp;a proprietary coating that ensures a super crispy texture.&nbsp;<\/p>    <h3 class=\"wp-block-heading\">2. Multi-Textural Experiences&nbsp;<\/h3>    <p>As consumers continue to look for new&nbsp;foods&nbsp;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&nbsp;cr\u00e8me&nbsp;br\u00fbl\u00e9e, or the crunchy tempura that sits on top of soft, chewy sushi.&nbsp;<\/p>    <p>In foodservice across the globe, food developers are using texture combinations to elevate classic menu items:&nbsp;<\/p>    <ul class=\"wp-block-list\"> <li>Dunkin\u2019 Donuts in South Korea created a&nbsp;limited-time&nbsp;offer&nbsp;with their Honey Sweet Potato&nbsp;Brulee&nbsp;Donut, rewarding consumers with a caramelized,&nbsp;crunchy&nbsp;exterior and soft,&nbsp;creamy&nbsp;core.&nbsp;<\/li> <\/ul>    <ul class=\"wp-block-list\"> <li>Papa John&#8217;s introduced limited-edition Halloumi Fries in the UK, offering a golden crisp shell that surrounds a soft, gooey cheese center.&nbsp;<\/li> <\/ul>    <ul class=\"wp-block-list\"> <li>Taco Bell\u2019s Cheesy Lava Taco delivers an explosion of textures\u2014a&nbsp;crunchy&nbsp;tortilla,&nbsp;chewy&nbsp;chalupa, molten cheese, creamy sauces, and a crisped shell&nbsp;provide&nbsp;a novel and satisfying experience.&nbsp;<\/li> <\/ul>    <p>Each of these menu items were featured as&nbsp;limited-time&nbsp;offers&nbsp;(LTO). Limited-edition foods are a successful vehicle for testing bold innovations, allowing developers to explore textural creativity without disrupting core menus.&nbsp;<\/p>    <h3 class=\"wp-block-heading\">3. Global Inspirations&nbsp;<\/h3>    <p>Popular textures from around the globe are now taking their time in the spotlight.&nbsp;<\/p>    <ul class=\"wp-block-list\"> <li>Chewy&nbsp;mochi, popular in Japan,&nbsp;is on the rise for its unique chew, being applied to donuts, cakes, and other desserts.&nbsp;<\/li> <\/ul>    <ul class=\"wp-block-list\"> <li>Gummy&nbsp;boba gives an exciting bite to contrast with sweet drinks and desserts.&nbsp;<\/li> <\/ul>    <ul class=\"wp-block-list\"> <li>Mexican Chicharron is incredibly&nbsp;crunchy&nbsp;yet still&nbsp;very light, used as both a topping for textural intrigue and a crispy, flavorful entree.&nbsp;<\/li> <\/ul>    <ul class=\"wp-block-list\"> <li>Japanese Panko is flaky and crispy with an audible crunch while not being very heavy, giving coatings and an extra-crispy exterior.&nbsp;<\/li> <\/ul>    <ul class=\"wp-block-list\"> <li>Crunchy brittle from Germany brings a unique bite to desserts, perfect for&nbsp;a topping on creamy, soft treats.&nbsp;<\/li> <\/ul>    <ul class=\"wp-block-list\"> <li>Indian Chaat Crackers are thin and gently crumble when eaten, a perfect companion to dips and condiments.&nbsp;<\/li> <\/ul>    <figure class=\"wp-block-image size-large\"><img decoding=\"async\" src=\"https:\/\/griffithfoods.com\/wp-content\/themes\/griffithfoods\/build\/images\/dummy.svg\" alt=\"Crispy panko coating on chicken, fried until golden-brown.\" class=\"wp-image-11684 lozad\" data-src=\"https:\/\/griffithfoods.com\/wp-content\/uploads\/2026\/02\/Blog-4-Inline-Image-4-1024x365.jpg\"\/><\/figure>    <h2 class=\"wp-block-heading\">Texture Cravings Are Expanding&nbsp;Into&nbsp;New Categories&nbsp;<\/h2>    <p>New data from Ai Palette shows&nbsp;<a href=\"https:\/\/www.aipalette.com\/ai-palette-reveals-top-consumer-trends-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">rising engagement in&nbsp;<\/a><a href=\"https:\/\/www.aipalette.com\/ai-palette-reveals-top-consumer-trends-2025\/\" target=\"_blank\" rel=\"noreferrer noopener\">texture trends<\/a>&nbsp;across all five monitored segments\u2014food bowls, frozen meals, meat alternatives, ready to cook, and prepared meals. While prepared meals and frozen meals account for&nbsp;nearly 95%&nbsp;of texture-related conversations online, other categories are rapidly gaining traction.&nbsp;<\/p>    <p>Meat alternatives in particular have made strides in improving textures for consumers.&nbsp;Off textures of mimetic meats have historically been a barrier to adoption for many consumers exploring plant-based foods. However,&nbsp;culinary innovations&nbsp;allow manufacturers to&nbsp;<a href=\"https:\/\/griffithfoods.com\/zh\/eu\/landing\/adding-value-for-protein\/\" target=\"_blank\" rel=\"noreferrer noopener\">add value to alternative proteins<\/a>, improving taste and texture while&nbsp;maintaining&nbsp;nutrition and functionality, according to Daniel Ryan, Global Director of Alternative Proteins &#8211; Culinary at Griffith Foods.&nbsp;<\/p>    <p>\u201cTexture in AP products can be achieved in so&nbsp;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\u2014there are many ways to achieve desirable textures in plant-based foods.\u201d&nbsp;<\/p>    <p>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&nbsp;delicious&nbsp;flavors.&nbsp;<\/p>    <h2 class=\"wp-block-heading\">What\u2019s Next for Texture-Driven Innovation<\/h2>    <p>As global&nbsp;texture trends&nbsp;expand across categories\u2014from QSR classics to alternative proteins\u2014brands that understand the psychology of mouthfeel are better positioned to deliver food experiences that feel intentional&nbsp;and&nbsp;satisfying.&nbsp;<\/p>    <p>To learn more about how texture is shaping the future of food\u2014and how these insights translate into actionable&nbsp;culinary trends\u2014explore the&nbsp;<a href=\"https:\/\/griffithfoods.com\/zh\/2026-food-flavor-outlook\/\" target=\"_blank\" rel=\"noreferrer noopener\">Griffith Foods&nbsp;2026 Food &amp; Flavor Outlook<\/a>.&nbsp;<\/p>    <p><\/p>    <p><em><sup>1<\/sup><\/em><em>Ai Palette June&nbsp;2025<\/em>&nbsp;<\/p>    <p><em><sup>2<\/sup> FMCG Gurus March\u00a02025 FCT945-FCT027<\/em>\u00a0<\/p>    <p><\/p>","protected":false},"excerpt":{"rendered":"<p>How Texture Became a Critical Culinary Element Flavor long reigned supreme as the primary driver of food choice. But in today\u2019s crowded QSR and retail landscape, flavor alone is no longer enough to differentiate. Texture\u2014often described as&nbsp;mouthfeel\u2014has&nbsp;emerged&nbsp;as a key player in differentiation and&nbsp;culinary innovation, shaping how consumers experience, evaluate, and emotionally connect with food.&nbsp; Online&#8230;<\/p>\n","protected":false},"author":17,"featured_media":11713,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_mcl_spacing":"","_mcl_block_styles":"","footnotes":""},"categories":[6,213,8],"tags":[13,15,276,87],"class_list":["post-11678","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-food-and-flavor-outlook","category-industry-expertise","category-viewpoints","tag-consumer-market-insight","tag-culinary-expertise","tag-food-flavor-outlook","tag-trends"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Why Do Consumers Crave Texture?<\/title>\n<meta name=\"description\" content=\"Texture is reshaping food experiences. 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