Why texture is important in food

When it comes to food, taste has always been the winner. But today, there’s another factor that’s earning its spot in the competition: texture. From the crisp snap of a croissant to the chewy delight of a mochi donut, texture plays a vital role in how we experience and enjoy food. It’s not just a trend but a key driver of consumer preferences, shaping how products (baked, or not) are perceived and valued.

Taste Tomorrow, Puratos insights program, is the world’s largest ecosystem dedicated to understanding consumer preferences in the bakery, patisserie, and chocolate industries. By leveraging global and local research, it provides deep insights into evolving trends and behaviors.

Texture intensifies how we experience food, turning good meals into memorable ones. A product’s texture impacts freshness, quality, and overall satisfaction. For example, a croissant’s light, flaky layers bring a tactile and visual element that complements its buttery flavor. Similarly, the soft, chewy nature of sourdough bread elevates its taste by offering a prolonged, satisfying mouthfeel.

Globally, 72% of consumers enjoy trying foods with different textures, with nearly half prioritizing texture over ingredients when purchasing (particularly millennials, 68% of whom say texture directly influences their choices).

Emulsifiers, like those found in our mixes, guarantee aeration and uniformity, resulting in light, voluminous cakes with delicate crumbs. For instance, Puratos's iconic Satin range enables bakers to achieve softness and moisture, whether crafting airy chiffon cakes or rich, decadent layered creations (learn more about the 8 cake textures we’ve detailed further down).

Even bread textures benefit from innovative ingredients. For example, Puratos’s S500 improvers ensure dough tolerance and consistency, delivering flawless results for a variety of applications, from buttery brioche to chewy ciabatta.

And for cakes, Puratos’s Acti range takes freshness to the next level, locking in moistness and extending shelf life without compromising the melt-in-your-mouth experience that consumers love.

Chewy textures bring a unique and lasting mouthfeel, creating an experience where flavors linger longer. This texture has gained significant popularity as consumers seek more indulgent and diverse eating experiences, particularly in regions like the US, UK, Canada, India, and Australia.

Let’s take a look at recent bakery innovations. Japanese mochi and Taiwanese bubble tea have introduced chewy delights to mainstream markets, while Brazilian Pao de Queijo (cheese bread) and Indonesian kue lapis showcase regional specialties that are increasing in demand.

Another texture people savor is flakiness, offering a sensory feast that captivates both visually and texturally. The appeal lies in its delicate, layered consistency that effortlessly crumbles or shatters when bitten into, creating a truly multi-sensory experience.

Take, for example, tearing a golden croissant or enjoying an upside-down puff pastry tart, which unveils layers of indulgence and complexity. Viral innovations like the XXL croissant and the flat, ‘smashed’ croissant from Korea (coated in sugar, caramelized, and dipped in chocolate) showcase how flakiness continues to amaze and inspire consumers globally.

Flaky textures also shine in savory applications, such as scallion pancakes or filled palmiers with bacon, cheese, or pesto, proving their versatility.

These creations combine the familiar with the unexpected, delivering layers of sensory surprises. The crookie (cookie dough croissant) blends crisp croissant layers, gooey cookie dough, crispy chocolate chips, and a crunchy cookie topping, creating an indulgent treat that satisfies multiple cravings in one bite. Similarly, the Pizza Cupcake (a flaky, doughy snack), which became a viral sensation after its debut on Shark Tank, pairs flaky, buttery dough with an irresistible cheese pull that delights snack lovers. 

Even in the chocolate world, hybrids like Dubai’s "Can’t Get Knafeh of It" bar by Fix Dessert Chocolatier showcase how texture is king. These mash-ups resonate strongly with millennials and Gen Z, who seek nostalgia paired with exciting new eating experiences.

Why not consider integrating creative reinventions of familiar classics centered on texture? For example, imagine a concha with a flaky, layered dough texture instead of the classic brioche-like texture. Or how about a donut or a croissant with a yeast-raised, cake-like texture?