Texture Explained: From Attributes and Shelf-Life to Measuring

Texture isn’t just a detail; it’s a decision driver.

Insights from our Puratos Taste Tomorrow study show that 71% of consumers consider texture a key contributor to food enjoyment. Some actively look for products with contrasting textures. Texture shapes preference, influences quality perception, and drives repurchase.

Consumers are no longer just tasting baked goods. They listen for the crunch, watch the crumb, and notice the melt and chew. Flavour still matters, but even the right flavour can disappoint when texture does not meet expectations. In other words, texture is part of the eating experience

That’s why texture must be intentionally designed, from formulation and processing to packaging and shelf-life. 

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