Why 71% of Consumers Just Want to Hear the Crunch?

Digital environments lack olfactory cues, forcing a pivot to auditory validation where sound proxies for freshness. ASMR-driven acoustic signatures could now determine product viability, with texture potentially eclipsing flavor in consumer hierarchy.

ByMaite Carricaburu

Market intelligence indicates a potential inversion in sensory priorities, where 71% of consumers may now prioritize texture over flavor.

This behavioral shift drives specific rheological demands, evidenced by a reported 57% increase in “crunchy” and a 37% rise in “sticky” descriptors within online discourse over the last year.

This phenomenon suggests a psychology of “verifiable satisfaction.”

Without the ability to smell or taste a product digitally, the amplitude and frequency of a crust breaking might serve as the primary certificate of freshness.

The sound of the fracture acts as a technical validator for the remote observer.

Technical Mechanism & Drivers:

  • Auditory Proxy:
    ASMR (Autonomous Sensory Meridian Response) formats utilize specific impact sounds (knives or nails against the crust) to demonstrate structural integrity.
  • Regional Quality Standards:
    In Europe and South America, 46% and 30% of consumers respectively may associate audible crunch directly with artisanal quality.
  • Rheological Contrast:
    The viral “sound test” relies on maximizing the differential between a rigid, brittle exterior and a high-moisture soft interior.

Operational Impact:

Formulation teams might need to adjust enzymatic activity and hydration levels to maximize crust hygroscopicity without compromising the crumb.

Production parameters, specifically baking profiles, could require tuning to ensure a thicker, more brittle crust that retains its acoustic properties post-cooling.

Quality assurance protocols might eventually need to incorporate acoustic decay measurements to ensure the product can pass the “viral sound test” after distribution.

😊 Thanks for reading!

Sources: