• Texture matters! A study conducted by Tomorrow keys reveals that the appearance and taste sensations, attributes specific to Asian cuisine, are becoming a global food trend.
Texture combinations matter a lot in Asian cuisine. According to the Taste Tomorrow study, three out of four Asia-Pacific consumers prefer multi-textured foods. The same study shows that 67% of Asian consumers are willing to try new or unusual tastes, and 66% want to try exotic flavors or from other corners of the world.
"Would you be interested in trying foods with different textures?" was one of the questions put to thousands of consumers in 44 countries, in the survey carried out by Taste Tomorrow. Globally, 67% of respondents answered that they are willing to experiment with products with various combinations of textures: creamy, gummy, crunchy, fluffy...
Manufacturers are increasingly determined to develop products in line with consumer preferences and market trends
Europe is a leader in launching new products in line with current market trends. Thus, research shows that European brands and companies are continuously adapting their products, taking into account consumer preferences.
Carbonated drinks, creamy dairy products and juicy fruits are some of the products used for their textural qualities and effect on the taste buds. Thus, the creation of desserts with the addition of chia seeds or kombucha focuses both on the combination of textures and on the taste sensation.
3D printers, used in the "construction" of various gastronomy or confectionery products, also offer interesting possibilities in terms of combining various textures. This technology allows the creation of products with perfect or unusual shapes, which attract both in appearance and in the sensation they produce at the moment of tasting.
And in the bakery industry, there is an increasing emphasis on texture combinations. These can be obtained either through natural processing techniques, such as fermentation, or through the use of seeds or other additions (onions, olives, walnuts...) in doughs or on the surface of products.
Mixing textures in Asian cuisine, a current global trend
In East and Southeast Asia the texture of food is as important as its taste. Moreover, in these areas, combinations of textures are used as ways to enrich the taste of products. In China the gummy texture is called "Kou gan", and in Taiwan the specific sign "Q" is used for foods with a puree-like texture. Equally important are getting products that taste good "umami" in Japanese cuisine. And going back to Europe, achieving "al dente" textures, for example, is specific to Italian cuisine.
Such characteristics or their specific signs are often found on display boards in shops or restaurants, in product advertisements, or on their packaging or labels.
Boba, tapioca pearl milk tea, is perhaps the most well-known type of multi-textured tea from Asia, which has gained popularity worldwide.
There are many other examples of foods that are widely appreciated worldwide and that emphasize combinations of textures.
Some examples from the world of baking, pastry and confectionery would be:
Kueh lapis – a multi-layered Indonesian dessert, very colorful and having a jelly-like texture, made by using tapioca flour, sugar and coconut milk.
Mochi balls with ice cream – the Japanese dessert, which from the first bite overwhelms you with the soft and velvety texture of the outer layer of rice flour dough, combined with the creaminess of the ice cream filling. Savoring a Mochi ball is a true sensory experience.
Pandan Chiffon Cake – it's not just the vibrant green color that makes this favorite dessert in Malaysia stand out, but also its incredibly airy texture, achieved through the use of meringue.
Bread with milk – a special product, an extra soft and fluffy bread, for which the starter called "tahgzhong" (a mixture of flour with water or another liquid, heated until it gels) is used, having the role of loosening and which is added to the dough final.
The Japanese Cheesecake – it is very fluffy, soft and airy. The secret of this delicate dessert lies in mixing the cream cheese with the whipped egg whites.
Dalgona, Coffee or ice cream – is a new concept of coffee or ice cream, appeared in South Korea. It consists of a very dense foam of instant coffee, sugar and water in equal parts, applied over hot or cold milk. This mixture can also be frozen, resulting in an energizing gelato product.
"Texture helps the consumer perceive the product as fresh, nutritious or fun", says Jenny Zegler, from the Mintel agency.
These trends in the global food industry have started to manifest themselves since the beginning of 2020, shows a study published by Innova Market Insight, forecasting an increase in this trend in the coming years, especially regarding snacks.
The influence of Social Media on consumer behavior
Social Media has a decisive role in promoting the new trend of multi-textured products. Bold combinations of different textures and achieving "wow" products are going viral on social media platforms, especially on TikTok.
Some users post making a dessert with an impressive texture. Others post videos in which they try to create new products, thereby conveying authentic emotions in addition to culinary experiences.
The most important audience for textured products in current trends is the young generation. Same Innova Market Insights thus identifying that the so-called "Millennials" (between the ages of 26 and 35) represent the most adventurous generation and the most willing to try new combinations of textures in food.
Most of the interviewees agreed with statements such as:
"I love mixed textures" or
"Fluffy, crunchy or velvety textures make food and drink tastier."
68% of Millennials also base their purchasing decisions on product texture, while only 60% of the general population would do so.
Article written by Gabriela Dan, Editor of Arta Albă
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