Flatbread and consumers from the Mediterranean area: preference, perception, and innovation acceptance

The FLAT BREAD MINE international research project, funded by PRIMA with EU support, explores innovative technologies and reformulations to develop healthy flatbreads for Mediterranean consumers. A survey across eight Mediterranean countries examined consumption habits, preferences, perceptions, and openness to innovation. Statistical analyses, including logistic and linear regressions, and principal component analysis (PCA), were applied. PCA identified three distinct consumer segments: Mindful (34%), Aesthetic (31.9%), and Practical (34.1%), prioritizing nutrition, sensory qualities, and convenience, respectively. The Mindful group showed the strongest interest in innovation, positioning them as the primary target group for project outcomes. Geographic origin strongly influenced preferences: Middle Eastern consumers favoured double-layered flatbreads and considered them essential, while Europeans preferred single-layered types for their gastronomic and health appeal. Pita was the most popular variety (45.9%). Taste and texture were major drawbacks of gluten-free flatbreads. Part-baked flatbreads were seldom consumed (∼16%) largely due to misconceptions, though interest was higher for shelf storage (40%) than for frozen (24.8%). The most accepted alternative flours were durum wheat (59.7%), corn (53.1%), and oat (53%). Overall, the study enhances understanding of flatbread preferences in the Mediterranean area, underscoring the importance of cultural origin and consumer attitudes in driving innovation in the flatbread industry. • Origin shapes preferences of flatbread, a popular food in the Mediterranean area. • Three flatbread consumer groups identified: Mindful, Aesthetic, and Practical. • Most accepted alternative flours in flatbread: durum wheat, corn, and oat. • Taste and texture are key concerns for gluten-free flatbread consumers. • Part-baked flatbread consumption is rare (∼16%) due to lack of awareness.