Rheology is the study of the flow and deformation of materials, particularly how they respond to applied forces. It plays a critical role in understanding the texture and consistency of food products, which is essential for both consumer acceptance and processing techniques. By examining how ingredients like starch and modified starches behave under different conditions, rheology helps in predicting the quality attributes of food, such as viscosity and elasticity, which directly influence how food feels in the mouth and how it is processed.