From chewy mochi cubes in lattes to crispy-layered pastries and gooey-centred cookies, texture is fast becoming one of the defining features of food innovation.
For many consumers, how a product feels can be just as important as how it tastes and Mandy Zhang, marketing director, APAC at Ingredion, has the data to prove it.
“More than two-thirds of Gen Z consumers believe that interesting textures enhance their satisfaction,” Zhang says. “We’re seeing texture drive not just product enjoyment, but also brand loyalty, purchase intent, and even word-of-mouth recommendations.”
Ingredion’s 2024 global consumer research revealed that 72% of consumers would consider switching brands if they were unhappy with a product’s texture – a striking figure that underscores how texture is no longer just a technical concern, but a strategic one.
“Texture has become a gateway to emotional connection with food,” she adds. “It influences everything from perceived freshness to how indulgent or comforting a product feels.”
The emotional power of texture
Zhang notes that consumers now evaluate texture through a multi-sensory lens: “They’re not just thinking about mouthfeel. They’re thinking about how it looks, how it sounds when they bite into it, even how it feels in their hands. Texture is a full sensory experience.”
That shift has paved the way for an explosion in texture-forward innovation – and few textures have captured the global imagination like mochi. Once a staple of Japanese cuisine, mochi’s soft, elastic chew is now making waves far beyond Asia, showing up in bakery, snacks and even beverages.
“Mochi is a brilliant example of what we call ‘transitory texture’ – a texture that changes as you chew,” explains Zhang. “Consumers love the evolution. First, it’s stretchy, then elastic, then it softens and melts. It’s a journey.”
What consumers crave, feel & remember
Consumers today aren’t just eating with their tastebuds - they’re eating with all their senses. Texture has become a defining feature of food satisfaction, often making or breaking the eating experience. From the stretchy chew of mochi to the crispy snap of a cracker, the most sought-after sensations are those that create contrast, novelty, and emotional resonance.
According to industry insights, the top five textures trending globally are:
• Chewy - indulgent and satisfying, offering a longer-lasting, playful experience
• Crunchy - energetic and fresh, often associated with snacks and lighter moments
• Creamy - comforting and rich, a go-to for soothing desserts and pastries
• Crispy - crispness signals quality, often perceived as premium or just-made
• Stretchy - novel and interactive, driven by the global mochi phenomenon
What makes many of these textures irresistible is their ability to change during the eating process. This is known as transitory texture - a dynamic mouthfeel that evolves from bite to chew to swallow. Mochi is the poster child for this: stretchy at first, then elastic and finally soft. It keeps consumers engaged and coming back for more.
No surprise then that mochi-style textures are having a global moment. Between 2016 and 2020, more than 2,200 chewy/mochi-inspired products launched across categories like bakery, noodles and even beverages. With 44% of consumers globally citing Asian cuisine as a top food influence, expect this texture trend to keep expanding.
This sensory journey is what makes mochi so versatile – and so successful. Zhang points to its growing presence in non-traditional formats: “You’ll see mochi-inspired texture in everything from chewy breads to noodles with bounce, and even drinkable mochi in bubble teas. Consumers are excited by the novelty and the satisfaction that comes from these textures.”
Ingredion’s research with Japanese consumers has helped define the key attributes that make mochi so distinct. “Stretchiness, elasticity and softness – those are the core pillars,” says Zhang. “But it’s the interplay of those elements that makes it such a pleasurable eating experience. It’s complex and comforting at the same time.”
This rising demand for chewy, bouncy and layered textures is feeding into a larger trend: the desire for multi-texture experiences. According to Zhang, “Hybrid products – ones that combine crispy, chewy, creamy or soft textures – are gaining popularity. People love contrast. A mochi doughnut with a crisp exterior and chewy centre? That’s irresistible.”
Engineering the perfect bite
But behind the scenes, delivering the ‘perfect chew’ requires more than creative inspiration – it demands technical precision. Zhang and her team work closely with food and beverage brands to map consumer preferences to measurable texture targets. “We’ve identified 20 top Japanese texture descriptors and translated them into functionality goals, like springiness or cohesiveness. This gives us a roadmap for formulation.”
Sensory mapping tools, microscopic texture analysis and indepth consumer panels all play a role. “We overlay consumer preferences onto PCA (Principal Component Analysis) maps to identify what drives liking. That helps us create products with sensory profiles consumers are statistically more likely to love,” she says.
Mapping texture to emotion
Texture connects directly to how consumers feel. Here’s how different textures pair with emotions and occasions:
Chewy = Indulgent, playful (for example, mochi desserts, soft snack bars)
Crunchy = Energising, satisfying (such as chips, crackers)
Creamy = Comforting, calming (filled pastries, custards)
Stretchy = Fun, novel, shareable (like cheese snacks, mochi drinks)
Soft = Nostalgic, soothing (as are cakes, buns)
Texture isn’t just a feature - it’s a brand signature, a memory trigger and increasingly, a reason to repurchase. Get it right and your product isn’t just eaten - it’s felt.
And increasingly, AI is being used to speed up that process. “AI can predict what consumers will enjoy based on texture data and ingredient functionality,” explains Zhang. “That means faster development, fewer formulation missteps, and ultimately, products that are more likely to resonate.”
Another layer of complexity is functionality. With more meals being delivered, reheated or air-fried at home, brands need textures that hold up. “You can’t just develop a snack that’s crispy fresh out of the oven — it needs to stay crispy after sitting in a delivery bag,” Zhang says. “The same goes for chewiness, softness, or crunch. Texture performance matters across the full product lifecycle.”
Zhang also notes the rising importance of clean label. “Consumers want simple, recognisable ingredients – but they still expect exciting textures,” she says. “That’s the challenge: how do you deliver on indulgence and innovation without overcomplicating the label?”
The stakes are high, but the payoff is worth it. Products that get texture right don’t just satisfy – they stand out. “Texture is deeply emotional,” says Zhang. “It can make a product feel premium, comforting, fun or nostalgic. When a snack has the perfect bite or a dessert melts just right, that’s what people remember.”
And as the global appetite for new food experiences grows, Zhang believes we’ve only scratched the surface of what’s possible. “Consumers are more curious and more discerning than ever,” she says. “If brands want to compete, texture can’t be an afterthought. It has to be part of the product’s DNA.”