The firm’s regional sensory and ethnographic research shows that when new textures align with established habits such as sipping, spooning or sharing, consumers are significantly more open to innovation across categories ranging from desserts to plant-based and functional products.
“Familiarity is a critical driver of texture acceptance across APAC, particularly in emerging categories. Consumers are far more receptive to new products when textures connect to recognisable eating experiences, even if the formulation itself is novel,” said Jie Ying Lee, senior strategic marketing manager for Taste, Kerry APMEA.
Texture as an indicator of familiarity and quality
The popularity of Korean Dubai-style chewy cookies, for example, lies less in novelty and more in their multi-layered textural experience.
While they retain familiar elements of the original Dubai chocolate – including pistachio cream and shredded kunafa pastry – the Korean version introduces an additional soft, chewy mochi layer, creating a more complex mouthfeel. The product has since gained popularity in the Middle Eastern city of origin, with lifestyle magazine Time Out Dubai predicting it will be among the year’s hottest food trends.
This reflects a broader textural evolution, where food cultures are increasingly embracing more multi-dimensional and complex textures, said Lee.
In contrast, for plant-based products, success is closely tied to how convincingly texture replicates the chew, tenderness or creaminess of traditional animal-based counterparts. Meanwhile, smoothness and drinkability remain essential in functional foods and beverages, as textures perceived as gritty, heavy or inconsistent can quickly undermine credibility and trust.
Lee’s insights align with findings published in Comprehensive Reviews in Food Science and Food Safety, which reported that a creamy yoghurt with a smooth texture is often perceived as fresher and of higher quality than a gritty one.
Texture as an emotional and instinctive driver of choice
Lee added that advances in sensory science, including APAC-specific texture lexicons and neurosensory research, show that texture often shapes perception before conscious evaluation.
“Even when consumers struggle to verbalise it, texture strongly influences how they judge quality, freshness and trust. For brands, this makes texture one of the most powerful, and scientifically measurable, drivers of product success,” said Lee.
“Consumers are becoming more articulate about texture, but it remains fundamentally an emotional and instinctive driver of choice. While many consumers may not use technical language, they increasingly describe texture preferences using familiar, culturally relevant terms such as ‘creamy’, ‘airy’, ‘gritty’ or ‘too heavy’.”
Having said that, texture expectations across APAC are highly nuanced and culturally defined, reinforcing the need for regionally informed innovation.
Lee observed that indulgence is often associated with richness, creaminess, and layered textures especially for snacks and desserts in South East Asia.
This is evident in popular coconut milk–based desserts in Thailand, Malaysia, and Indonesia, which rely on the creamy richness of coconut milk to signal indulgence. As for beverages, bubble tea chains serve popular cheese foam or cream-topped teas because the contrast between creamy foam and lighter tea adds indulgence – a texture-first cue that often matters as much as flavour.
In contrast, Lee said that East Asian markets like Japan typically value smoothness, subtlety and balance.
For example, Japan’s souffle-style cheesecake is lighter, fluffier, and less sweet compared with Western cheesecakes, with an airy, chiffon-like mouthfeel that indicates a preference for smooth and delicate texture.
These insights are valuable for brands looking to develop health-focused products that continue to gain traction in the region.
Texture and mouthfeel in product development
Across APAC, brands are increasingly treating texture and mouthfeel as strategic design tools to deliver health benefits without sacrificing enjoyment.
“Texture is no longer just a sensory outcome. Rather, it is engineered deliberately to support satiety, indulgence management, and ease of consumption across life stages,” said Lee.
“For example, fuller-bodied mouthfeel in reduced-sugar or reduced-fat products helps deliver a sense of satisfaction and indulgence, enabling portion control without perceived compromise. In fortified and protein-rich beverages, smoother textures and improved lubrication are critical to offset chalkiness or drying sensations, which is particularly relevant for ageing consumers who prioritise drinkability and comfort.
“Ultimately, successful better-for-you products are those where nutrition, taste and texture are developed together, using sensory science and formulation expertise to ensure health-led positioning still delivers on emotional satisfaction.”
