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SINGAPORE, Sept. 25, 2025 /PRNewswire/ — Asia Pacific is emerging as the global epicentre of texture-led food innovation, according to new findings released by Kerry, the world’s leading taste and nutrition company. With 54% of APAC consumers actively seeking new or interesting textures, well above Europe’s 37%, crunch has moved from novelty to necessity in the region’s meat market1.
“Crunchy” and “crispy” are top claims in new meat and poultry product launches in Asia
In a region celebrated for its diverse culinary traditions, texture has become a key differentiator. “Crunchy” and “crispy” are now among the top five claims on new meat and poultry launches in Asia, underscoring the growing demand for multi-sensory food experiences.
“Texture is no longer just a side note, it’s central to consumer satisfaction,” said Dimitrios Tzouvelekis, General Manager of Meat Technology, Kerry Asia Pacific. “Crunch delivers both enjoyment and comfort food pleasure, making it one of the most powerful elements for innovation in today’s marketplace.”
In APAC, meat coatings and textures are undergoing a renaissance. While traditional breaded and battered formats remain popular, there is a surge in experimentation with glazes, sauces, flakes, and toppings that deliver not only crunch but also visual intrigue. Coating systems such as predusts, batters, and breaders are being reformulated to improve delivery and holding time, ensuring that the crunch factor survives the journey from kitchen to consumer.
The region’s appetite for layered sensory experiences is fuelling bold flavour-texture combinations. From Japan’s spicy miso glazes to China’s mala-seasoned fried chicken, the pairing of strong flavours with palate-pleasing textures is driving rapid growth.
Kerry’s 2025 Taste Charts highlight hot honey and pepper glazes as rising stars, offering sticky finishes that enhance crispy coatings. Seaweed flakes are also trending, adding both umami richness and a striking visual pop, in line with APAC’s “hyper visual” food culture.
Quick-service restaurants (QSRs) are borrowing from street food traditions to capture the crunch factor. KFC Taiwan’s Scallion Crispy Chicken and McDonald’s Singapore’s Ha Cheong Gai burger are examples of how heritage street snacks are being reimagined for mainstream audiences.
“These products resonate because they connect nostalgia with novelty,” said Simon Hague, General Manager of Food Service Chains, Kerry Southeast Asia. “Texture is becoming the bridge between tradition and trend.”
The psychology of crunch extends beyond taste. Nielsen data shows that 33% of Chinese and 29% of South Korean consumers associate sound with food quality, far exceeding global averages. This is attributed to “audio-visual saturation” in the digital era: High-crunch and super-chewy foods give consumers a sensory reset, balancing overstimulation from daily screen time, according to futurist and strategist Angelia Teo.
“Manufacturers and QSRs must design for texture from the very start; considering how it performs during cooking and delivery, how it pairs with flavours, and how it aligns with health and clean label expectations,” added Tzouvelekis.
“As APAC leads the global charge in texture-driven innovation, Kerry is proud to help brands deliver meat experiences that are not only delicious, but tactile, audible, and emotionally satisfying.”
