Exploring buckwheat's potential - developing innovative dishes, sensory evaluation, consumer acceptance and market integration in Europe: A cross-country analysis

Marija Ranic^1*Marija Knez¹MIRJANA GURINOVIC²Nevena Vidovic¹Eleni Stamataki³Katerina Karapataki³Amine Zouaghi³Murad Yercan⁴Cihat Gunden⁴Pelin Atakan⁵Csillag Péter⁶Horváth Renáta⁶Burkhard Schaer⁷Cyril Tisseyre⁷Mattas Konstadinos⁸

• ¹Institute for Medical Research, University of Belgrade, Belgrade, Serbia
• ²Capacity Development in Nutrition, Belgrade, Serbia
• ³Mesogeiako Agronomiko Institouto Chanion, Chania, Greece
• ⁴Ege Universitesi, Izmir, Türkiye
• ⁵Yasar Universitesi, Izmir, Türkiye
• ⁶ECO-Sensus, Budapest, Hungary
• ⁷Ecozept, Montpellier, France
• ⁸Aristoteleio Panepistemio Thessalonikes, Thessaloniki, Greece

Background: Buckwheat, appreciated for its gluten-free quality, is a well-known pseudocereal loaded with many important nutrients, delivering multiple ecological and health advantages. Despite that, its integration is rather constrained in Europe, where it remains an occasionally utilized crop. Within the framework of the BioValue project, this study examined consumer acceptance of innovative buckwheat-based culinary creations to enhance agrobiodiversity and promote dietary diversification in culturally heterogeneous environments. Methods: Five plant-based dishes incorporating buckwheat were developed and tested via sensory evaluation in five European countries: Serbia, Greece, France, Hungary, and Turkey. The standards applied to This is a provisional file, not the final typeset article evaluate the dishes included their appearance, flavor, texture, smell properties, sensory experience, and total attractiveness. To delve into consumer perceptions, as well as assess potential barriers and opportunities for enhancing buckwheat consumption, additional qualitative data were gathered through consumer feedback and focus group dialogues. Results: Sensory evaluations revealed that sweet buckwheat-based dishes were generally more positively received than savory ones, particularly in Central and Eastern Europe. Variations in regional tastes were deeply connected to how informed people were regarding buckwheat and its importance in their cooking practices. Participants enjoyed the healthful qualities and attractive flavors of buckwheat, particularly when it was used in traditional foods. The fundamental aspects determining acceptance of new dishes were flavor, texture, and visual presentation. In addition, the differences in ingredient accessibility across different countries highlight the imperative need for localized supply chains to foster increased acceptance. Conclusion: The presentation of culturally relevant and visually appealing buckwheat recipes can substantially elevate consumer acceptance. To facilitate a greater adoption of buckwheat in European diets, further initiatives must prioritize elevating consumer awareness, securing ingredient supply, underlining its health benefits, and embedding buckwheat within institutional culinary guidelines. Collaborations across various sectors, integrating culinary innovation, public policy and market expansion, are instrumental in promoting buckwheat as a viable and mainstream dietary option in Europe.