Whether it’s crunchy or chewy, consumers are more tuned in than ever to textural variation in foods. A report by consumer research group Mintel Ltd. revealed that product launches making a specific texture claim nearly doubled from 2011 to 2015.
“Texture can be more important than flavor when determining overall liking,” says Matthew McSweeney, PhD, assistant sensory professor and director of the Centre for the Sensory Research of Food at Acadia University, Nova Scotia. “Flavor is a more polarizing sensory attribute, and preferences can range greatly, but one would be hard-pressed to find a person who prefers a mushy apple to a crisp one.”