More Than Taste: APAC’s Appetite for Hyper Textures and Crunch in Meat Innovation
By Dimitrios Tzouvelekis, General Manager, Meat Technology, APAC, Kerry
In today’s hyper-stimulated digital world, the way consumers experience food is evolving rapidly. Nowhere is this more evident than in the growing obsession with texture. From crispy coatings to chewy bites, the sensory appeal of texture is becoming a defining factor in meat innovation, especially across Asia Pacific markets.
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. Chicken Batters, Breading and Coatings 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.
According to Innova Market Insights, 54% of APAC consumers say they actively seek out foods with new or interesting textures, compared to just 37% in Europe. Furthermore, Mintel research shows that “crunchy” and “crispy” are among the top five texture-related claims on new meat and poultry launches in Asia, signalling that texture has moved from novelty to necessity.
These systems are also evolving to meet clean label demands, with phosphate-free and MSG-free options gaining traction. Texture is no longer a secondary consideration, it’s a primary driver of appeal, especially when paired with bold flavours and visual cues.
Flavour-Texture Fusion
Across APAC, the fusion of flavour and texture is driving innovation. In Japan, convenience stores are leading the charge with a wide array of chicken snacks that go beyond basic pepper or herb flavours. Korean-inspired coatings like yangnyeom and spicy miso are gaining popularity, often paired with glazes that add both shine and stickiness.
In China, younger consumers value the “fun” of eating as much as the taste itself, which explains the rising popularity of textural experimentation, from mala-seasoned crunchy fried chicken to meat snacks with dual-layer coatings.
Flavoured coatings today deliver both regional and global influences. From yuzu kosho and wasabi mayo to Cajun and butter chicken, the diversity of flavour profiles is matched by an equally diverse range of textures — crunchy, sticky, flaky, and more.
Visual and textural appeal go hand in hand. Products featuring colourful flakes, seared cheese, or visible inclusions like cheese cubes are not only Instagram-worthy but also bring the promise of a satisfying bite.
Hot Honey, Pepper, and Seaweed Flakes: Texture Meets Trend
Among the standout examples of flavour-texture synergy are hot honey and pepper glazes—both of which have been gaining traction in APAC, as indicated by Kerry’s 2025 Taste Charts, an annual comprehensive guide on regional flavour trends and lifecycles for food and beverage innovators. Glazes offer a sticky, glossy finish that enhances visual appeal while delivering a sweet heat punch that pairs beautifully with crispy coatings. The popularity of hot honey chicken in QSRs and convenience stores reflects this dual sensory appeal.
Meanwhile, seaweed flakes are being used to add both umami depth and a pop of colour. Seaweed is a mainstream flavour in Kerry Taste Charts. Sprinkled over fried chicken or incorporated into batters, they provide a subtle crunch and a distinctly Asian flavour profile. These flakes also tap into the “hyper visual” trend, where toppings are used not just for taste but to create a visually arresting product.
Street Food Inspiration and the Crunch Factor
Street food continues to be a major influence in Southeast Asia, where traditional snacks are being reimagined with modern twists. This reinvention often includes bold coatings and layered textures that mimic the complexity of street-side favourites.
For instance, KFC Taiwan’s Scallion Crispy Chicken and McDonald’s Singapore’s Ha Cheong Gai burger are examples of how QSRs are tapping into local street food culture to deliver crunchy offerings that resonate with nostalgic and adventurous consumers alike.
These innovations are not just about novelty but reflect a deeper cultural shift. As consumers seek to reconnect with heritage through food, texture becomes a bridge between the familiar and the new. A crispy coating can evoke memories of hawker stalls, while a sticky glaze might hint at modern culinary experimentation.
The Psychology of Crunch
The appeal of crunch goes beyond taste. It’s psychological. The sound of crunching is associated with freshness and satisfaction. In a world where digital fatigue is real, the act of biting into something audibly crunchy provides a moment of grounding, a sensory reset.
APAC consumers appear particularly attuned to this: Nielsen data shows that “sound” is cited as a marker of quality food by 33% of consumers in China and 29% in South Korea, well above the global average.
The rise of hyper-crunch is not just a trend, it’s a coping mechanism, a way for consumers to reclaim sensory balance in an overstimulated world.
According to Singapore-based futurist and strategist Angelia Teo, high mobile phone usage has led to what she describes as ‘audio-visual saturation’. “In Singapore, we spend about 4.51 hours a day on the phone, which in comparison to two decades ago, when an hour in front of the TV was deemed ‘mind-numbing,’ is staggering,” commented Teo.
This sensory overload is prompting consumers to seek balance through other senses. “To balance the AV overload, consumers started to place higher sensorial demands on taste, touch, sound, and smell,” Teo continues. “The food industry about three years ago started to see high-crunch and even super-chewy snacks enter the market. These gave consumers a way to balance or equalise their senses.”
Designing for Texture
As the demand for texture-rich meat products grows, food developers must think beyond flavour. Texture should be considered from the outset; how it will be perceived, how it will hold up during delivery, and how it will complement other sensory elements.
In APAC, this means leveraging local preferences and culinary traditions while embracing global influences. It means using glazes that glisten, flakes that pop, and coatings that crunch, all while meeting clean label and health-conscious expectations. For this to happen, Simon Hague, general manager of food service chains, Kerry Southeast Asia, emphasises the importance of processors and food service brands to collaborate to ensure that these textural breakthroughs move from concept to consumer plate.
Ultimately, the future of meat innovation lies in creating experiences that are not just tasty, but tactile, audible, and emotionally resonant. In a world of digital noise, the humble crunch may just be the sound of satisfaction.
