This study examined the influence of age, gender and consumption habits on the liking of 12 jam-filled cakes manufactured using two design variables: flavour and texture. A group of 274 consumers belonging to five age groups participated in liking and a consumption study. In parallel, descriptive profiles of the cakes were established. Results indicated that males and the elderly group gave higher liking scores. PLS regression results indicated that the youngest participants had the highest number of like/dislike sensory drivers. Texture was related to either the like (spongy and moist) or dislike (firm and crispy) of cakes, whereas flavour was not. Males had the highest number of sensory attributes that influenced their liking, most of them being appearance or texture related. The consumption survey results indicated that a higher consumption of jam-filled cakes, identically flavoured to those in the study, were also associated to higher liking scores. (C) 2010 Elsevier Ltd. All rights reserved.