International Bakery Exhibition | The 10 Texture

Trends Defining Bakery & Snacks in 2026

1. Texture Becomes as Important as Flavor

Datassential reports that nearly half of restaurant consumers say texture is just as important as flavor. Nestlé USA's 2026 trends sharpen that point: 75% of Gen Z and 80% of Millennials say texture directly influences their snack cravings. In bakery and snacks, texture has risen from a technical consideration to a primary purchase driver — consumers aren't just choosing chocolate cookies, they're choosing chewy centers, crisp edges and bite resistance.

2. Contrast Textures Outperform Uniform Ones

Puratos' Taste Tomorrow research shows 67% of consumers actively seek novelty through unexpected mouthfeel. The winning signal isn't one texture done well, but two or more working together — soft meets crunchy, creamy meets flaky, chewy meets crisp. Layered cakes, filled pastries and topped cookies win because every bite changes slightly as you eat, keeping consumers engaged even as portions shrink.

3. Candy Becomes the Texture R&D Lab

Confectionery is leading the texture arms race. Circana data shows texture ranks just behind flavor and brand in non-chocolate candy purchases, while Innova reports that more than a quarter of North American consumers say flavor combinations and texture are what make food experiences impressive. Peelable gummies, freeze-dried candy and swicy-sour coatings prove texture doesn't just enhance indulgence — it creates it, and bakery is borrowing fast.

4. Crunch Evolves from Trend to Baseline Expectation

The #CrunchTok hashtag has amassed more than 1.5 billion views, making crispness aspirational again. But in 2026, crunch alone won't differentiate. Consumers now expect it to be precise — light but not stale, loud but not hard, clean-breaking rather than tooth-testing — and to coexist with softer elements. Crunch is the foundation, not the headline.

5. Soft, Creamy and Velvety Textures Surge

As crunch normalizes, softer textures are rising. Nestlé USA notes "creamy" appears on nearly half of menus, while social-media usage of "velvety" is up sharply quarter over quarter. In bakery, this shows up as gooey centers, mousse-like fillings and laminated doughs that pull apart. These textures also signal comfort and help offset sugar reduction and protein fortification with perceived indulgence.

6. Multi-Layered Formats Become the Indulgence Shortcut

Layering is doing heavy lifting. Puratos points to renewed interest in seven-layer cakes and crinkle cookies as evidence consumers crave variety within a single item. Layered products create a sense of generosity even when portions are controlled, photograph well, share easily and justify premium pricing — in a crowded aisle, layers communicate value faster than claims.

7. Texture Language Becomes a Selling Tool

As texture importance rises, so does the vocabulary around it. Brands are leaning into descriptors like "crackle," "gooey," "pillowy," "crispy-soft" and "melty" to cue expectation before the first bite. This language manages disappointment risk — when consumers know what texture to expect, they're far less likely to feel misled. In 2026, selling texture clearly is part of product performance.

8. Texture Compensates for Reformulation Trade-Offs

Protein fortification, fiber addition and sugar reduction often compromise mouthfeel — which is exactly where texture engineering becomes strategic. Creaminess can mask bitterness, crunch can distract from reduced sweetness, and chew can add satiety cues. As functional expectations rise, texture increasingly carries the indulgence burden. The brands that succeed won't fight reformulation; they'll design around it.

9. Interactive Textures Drive Shareability

Peel, pull, dip, crack, snap. Interactive textures create moments, not just bites — they invite participation, filming and sharing, especially among Gen Z. Nestlé USA highlights growing interest in tactile eating, while Puratos notes that memorable multi-sensory moments drive emotional connection and loyalty. In 2026, texture is content.

10. Poor Texture Triggers Silent Rejection

Circana's warning about "silent quitting" applies sharply here. Consumers may forgive a flavor they don't love, but they're far less forgiving of texture that feels wrong — stale, dry, gummy or incoherent. Texture failures don't generate complaints; they generate absence. In a cautious innovation climate, texture is often the difference between a one-time trial and a repeat purchase.

What It Means for Bakery & Snacks Brands

The 2026 playbook is clear: deliver multi-sensory, contrast-driven mouthfeel that compensates for smaller portions and healthier reformulation. Brands that engineer texture deliberately — layering, interactive formats, precise crunch and creamy counterpoints, backed by clear texture language — will feel indulgent even when everything else is under pressure. Those that treat texture as an afterthought risk silent rejection in a market that forgives flavor but not feel.

Discover the Future of Bakery at World's Leading Trade Events

Bakery China 2027 — May 17–20, 2027, National Exhibition and Convention Center (NECC), Shanghai. As the World's Largest & Asia Pacific's Leading Bakery Exhibition, it covers 330,000+ sqm with 2,200+ exhibitors and 400,000+ visits, serving the entire bakery and confectionery value chain with ingredients, equipment, packaging and services, and is the first-choice trade fair to enter China's bakery market.

Bakery ASEAN 2027 — August 26–28, 2027, JIExpo, Jakarta. As the ASEAN's only dedicated B2B bakery trade show, it spans 20,000+ sqm with 500+ exhibitors and 50,000+ visits across ASEAN and beyond.

Bakery China Autumn 2026 — October 22–24, Wuhan International Expo Center. China's largest and only professional bakery exhibition in the second half year, covering 50,000+ sqm with 600+ exhibitors and 70,000+ visits, co-located with China Home Baking Show 2026 and China Bakery Industry Summit — a one-stop peak-season sourcing platform.

Source: Adapted from "10 texture trends that will define bakery & snacks in 2026" by Gill Hyslop, Bakery & Snacks, 13 January 2026.