Abstract
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 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.
1 Introduction
Agrobiodiversity encompasses the diversity of plants, animals, and micro-organisms used for food and agriculture, supporting food security, environmental sustainability, and rural livelihoods (FAO Council, 2011). Yet, global agrobiodiversity has been declining rapidly due to habitat loss, globalization, neglect of traditional knowledge, and climate change (Myers et al., 2000). Since the Green Revolution, food systems have become overdependent on a few staple crops, wheat, rice, and maize, that supply more than 50% of global dietary energy (Hussain and Qamar, 2020), increasing vulnerability to biotic and abiotic stresses. This genetic erosion threatens food security and resilience (Khoury et al., 2022). Underutilized and neglected crops with valuable nutritional and adaptive traits could contribute to diversified diets, improved nutrition, and sustainable agricultural systems (Lusty et al., 2021; Ceccarelli and Grando, 2022). Their preservation through gene banks, on-farm conservation, and sustainable use policies remains essential (Butchart et al., 2010; Engels and Ebert, 2021a, 2021b). This study assesses consumer familiarity, beliefs, and preferences regarding buckwheat and related products, while identifying factors that shape openness to their adoption. It examines perceptions of different buckwheat-based recipes in terms of flavor, consistency, ease of cooking, and overall attractiveness, using sensory evaluations, focus groups, and home-cooking assessments. The aim is to uncover barriers to acceptance and inform strategies to enhance product appeal and encourage wider integration of buckwheat into European diets.
The study is part of the BioValue project, which promotes agrobiodiversity by introducing underutilized traditional crops through the development of new dishes. Consumer testing of products from genetically diverse plants provides insights into their nutritional value, taste, and potential for everyday use, while mapping the entire agri-food value chain, from consumer acceptance back to farm-level breeding, to identify pathways for successful market integration.
The reintroduction of buckwheat, as one of the underutilized crops, reflects broader calls for agrobiodiversity policies that close existing gaps and support genetic resource conservation, dietary diversification, and sustainable value chains (Jenkins et al., 2023; Rokka et al., 2025).
2 Buckwheat (Fagopyrum esculentum L.)
Among underutilized crops, common buckwheat (Fagopyrum esculentum L.), a pseudo-cereal crop, stands out for its high nutritional value (Gao et al., 2024), climate resilience, and adaptability to marginal soils (Verza et al., 2025). Originating from China, it is now cultivated across Europe, Asia, North America, and parts of South America and Africa (Kumari and Chaudhary, 2020). Buckwheat belongs to the Polygonaceae family, and its seeds (groats) are used in porridges, flakes, flour (for bread, noodles, pasta, pancakes), and beverages such as tea and beer (Tömösközi and Langó, 2017). Despite its potential, it remains overlooked in mainstream agriculture, though it could significantly contribute to agrobiodiversity, dietary diversification, and sustainable food systems (Verza et al., 2025).
2.1 Nutritional properties and health benefits of buckwheat consumption
Buckwheat seeds provide 11–21% high-quality, gluten-free protein (Gabrovská et al., 2002; Wei et al., 2003; Alvarez-Jubete et al., 2009; Janovská et al., 2021) with a balanced amino acid profile rich in lysine, leucine, and valine (Mattila et al., 2018; Tien et al., 2018). They contain low but favorable fat levels (0.9–3.9 g/100 g), dominated by unsaturated fatty acids (oleic and linoleic) (Tien et al., 2018; De Bock et al., 2021). Carbohydrates (≈70%) are largely starch, with 30–35% resistant starch contributing to a low glycemic index (Tömösközi and Langó, 2017; Kreft et al., 2020). Groats also supply 6–8 g/100 g dietary fiber (Bonafaccia and Fabjan, 2003), bioactive carbohydrates such as fagopyritols beneficial in diabetes management (Steadman et al., 2001; Obendorf et al., 2012), and significant levels of minerals (K, P, Mg, Fe, Zn, Mn) and vitamins (B group, C, E) (Mattila et al., 2018; De Bock et al., 2021; Dziedzic et al., 2022).
Buckwheat is especially rich in polyphenols, including rutin and quercetin, with antioxidant, anti-inflammatory, and cardioprotective effects (Bonafaccia and Fabjan, 2003; Tien et al., 2018; Raguindin et al., 2021). Regular consumption has been linked to reduced risk of cardiovascular disease via improved lipid profiles, blood pressure, and platelet aggregation (Hodis et al., 1995; Błaszczak et al., 2011; Li et al., 2018). Animal studies support its role in reducing oxidative stress and cholesterol (Durendić-Brenesel et al., 2013). Resistant starch and fiber support gut health, satiety, and weight management (Noreen et al., 2021),while its low glycemic index benefits diabetes management (Gregori and Kreft, 2012; Wang et al., 2017). Some flavonoids may also exert anticancer potential (Gimenez-Bastida et al., 2015).
2.2 Consumption patterns across Europe, commonly consumed dishes, and processing techniques
Buckwheat consumption across Europe is regionally diverse and rooted in cultural traditions. In France (Brittany), galettes de sarrasin, savory crêpes made from buckwheat flour, remain iconic, though domestic production has declined, increasing reliance on imports (WITS - World Integrated Trade Solution, 2023). In Northern Italy (Lombardy), pizzoccheri pasta and polenta taragna highlight buckwheat’s adaptation to Alpine conditions. In Eastern Europe, buckwheat porridge (kasha) and bread remain staples. Beyond these traditions, buckwheat is also prepared as pancakes, cookies, noodles, risottos, or used in stuffed vegetables (Ben-Nun, 2022). Rising demand for gluten-free and nutrient-rich foods is driving renewed interest in buckwheat, particularly in Western and Southern Europe.
Buckwheat demonstrates notable culinary versatility, being used for bread, pancakes, flatbreads, cookies, porridge (kasha), noodles, risotto, pizzoccheri, polenta taragna, tabouleh, and stuffed vegetables (Ben-Nun, 2022). Processing methods range from soaking and sprouting to thermal treatments such as boiling, steaming, roasting, and microwave cooking, each with distinct nutritional effects. Soaking and sprouting markedly reduce antinutrients like tannins and phytic acid (Zhang et al., 2015; Thakur et al., 2021) while increasing protein, minerals, and polyphenols (Mota et al., 2016). By contrast, boiling, steaming, and microwaving can decrease macro- and microelements and polyphenols, with microwaving causing the greatest losses (Mota et al., 2016). Nonetheless, heat treatments may enhance specific phenolics, such as syringic, caffeic, and vanillic acids (Liu et al., 2019). These findings emphasize that processing choices can either enhance or diminish the nutritional quality of buckwheat, underlining the importance of technique in maximizing health benefits.
2.3 New foods from the aspect of different cultures’, regions’, or countries’ nutritional habits
Cultural differences play a critical role in shaping consumer acceptance of new foods. Social and cultural identities influence attitudes, preferences, and perceptions, often creating reluctance toward “ethnic” or unfamiliar foods (Camarena and Sanjuán, 2008; Barrena et al., 2015). Emotional responses are also decisive for success or rejection of novel products (Goulart et al., 2020). Food neophobia is a major barrier, while neophilia is linked to healthier food choices (Vidigal et al., 2015). Sociodemographic factors such as age, education, and exposure to diverse cultures reduce neophobic tendencies (Mascarello et al., 2020; Hazley et al., 2022). For instance, Brazilian consumers often prioritized taste over health despite awareness of benefits (Goulart et al., 2020), and in Italy, food neophobia was negatively associated with consumption of ethnic foods and openness to other cultures (Mascarello et al., 2020). Social media has emerged as a tool to mitigate such barriers by raising awareness of new foods (Siddiqui et al., 2022).
The Theory of Planned Behavior (Ajzen, 1991) has been applied to predict whole grain (Chase et al., 2003) and soy consumption (Rah et al., 2004) and similarly highlights how attitudes, norms, and perceived control shape buckwheat adoption. Constructs such as positive health beliefs, cultural norms, and cooking confidence can encourage acceptance, while low familiarity or perceived preparation difficulty may hinder it. Beyond neophobia, consumer openness is also constrained by resistance to dietary change, cognitive biases regarding food naturalness, and mistrust in the food system (Günden et al., 2024). Considering these factors is particularly important for promoting buckwheat adoption, as consumer attitudes, cultural familiarity, and cooking confidence directly influence its acceptance and integration into diets.
3 Methodology
3.1 Creation and preparation of new buckwheat-based food dishes for sensory evaluation
The insights gained from the preceding chapters, which examined the role of underutilized crops, consumer acceptance factors, and the interplay between nutrition, sustainability, and gastronomy, laid the groundwork for creating new buckwheat-based recipes. These learnings informed both the formulation of dishes and the conditions required for their successful acceptance across a range of consumer groups. To build a comprehensive repertoire, a variety of sources were explored, including food databases, websites, cookbooks, and especially the collection Homemade Cookbook - Gastronomic Treasure of Serbia, which compiles 19th-century Serbian recipes and oral traditions (Marković, 1979). This extensive collection, often referred to informally as Pata’s Cookbook, is rooted in her 1939 original “Moj kuvar” and encompasses over 2,900 recipes drawn from written sources and oral traditions, making it a key source of historical Serbian culinary knowledge. Additional inspiration came from “The Mount Athos Cookbook” (Onuphry Hilandarac, 2015), which features simple monastery recipes based on forgotten ingredients. Existing and well-established recipes were used as a foundation for creating new dishes, allowing for a higher likelihood of consumer acceptance, while also introducing buckwheat and other underutilized ingredients to contemporary diets.
In developing these new formulations, traditional recipes were adapted by substituting certain ingredients, for example, replacing wheat flour with buckwheat or chickpea flour, and by applying preparation techniques that better preserve their nutritional quality. All new dishes were developed as plant-based and vegetarian, with optional suggestions for meat or fish accompaniments. An initial list of 10 candidate recipes was created, of which five were selected for further analysis. In Serbia, a preliminary sensory evaluation was conducted to assess their appeal, guiding the final selection of recipes for in-depth sensory and nutritional evaluation. These efforts bridged heritage and innovation, making buckwheat more accessible and attractive to modern audiences, while highlighting its role in a diverse, sustainable, and nutrition-focused food future.
The nutritional profiles of the new dishes were calculated using the Diet Assess and Plan (DAP) software, which provides detailed nutrient composition based on standardized food consumption data (Gurinović et al., 2018).
The following buckwheat-based dishes were selected for further sensory evaluation test:
Buckwheat and grass pea stew with eggplant
Buckwheat pockets filled with walnuts and dried fruits
Buckwheat pretzels with sonchus and sundried tomatoes
Buckwheat pasta with eggplant and tomatoes
Vegan burger with eggplants, lentils and buckwheat.
3.2 Sensory evaluation test of buckwheat-based dishes and products to access consumer preference relations and preparation of new buckwheat-based food dishes for sensory evaluation
To evaluate the sensory characteristics of the newly developed food dishes, a structured Sensory Evaluation Process was implemented, focusing on affective tests to assess consumer acceptability and preferences. The process was conducted using a six-step approach, starting with a clearly defined central question: how do consumers perceive and evaluate the new food products? The primary objective was to assess consumer preferences reliably and objectively, ensuring that the results would be relevant and applicable for further product optimization. To achieve this, specific test conditions were established, including a controlled tasting environment and a representative panel of participants. An affective testing method (Meilgaard et al., 2016), specifically hedonic scoring, was chosen to measure product acceptance. This approach allowed for a nuanced understanding of consumer perceptions, providing valuable insights for refining the recipes and aligning them more closely with consumer expectations and sensory preferences.
Tests for buckwheat-based dishes (Buckwheat and grass pea stew with eggplant and Buckwheat pockets filled with walnuts and dried fruits) were conducted in practical, suitable environments across five countries (Serbia, France, Greece, Hungary, and Turkey), between August and November 2022. Another three buckwheat-based dishes (Buckwheat pretzels with Sonchus and sundried tomatoes, Buckwheat pasta with eggplant and tomatoes and Vegan burger with eggplants, lentils and buckwheat) were tested in two countries (Serbia and Greece), in May 2023. Local research teams oversaw the implementation of the tests, and all panelists provided informed consent using the BioValue forms and their localized versions. After data collection, results were statistically analyzed, leading to conclusions and recommendations for further development and refinement of the recipes.
Sensory evaluation data collected across European countries were statistically analyzed to identify key trends and insights. Based on this analysis, the recipes were refined to optimize their sensory and nutritional qualities. Sensory panelists were selected to ensure a balanced representation of age and gender, capturing diverse consumer perspectives. Each dish was presented sequentially, with panelists evaluating its sensory properties—appearance, taste/flavor, texture, aroma/smell, mouthfeel, and overall acceptability.
The used methodological approach is consistent with established practices in exploratory consumer research, where affective tests are typically carried out with 25–75 participants in early product development, and larger groups (>100) are used prior to market release (O’Sullivan et al., 2011; Świąder and Marczewska, 2021). Panels of 25–50 participants are also commonly suggested for hedonic testing (Drake, 2007). In this context, the current study’s sample size falls within recommended ranges for exploratory testing and provides a robust basis for identifying trends and cultural differences.
Participants were recruited through a word-of-mouth approach, ensuring a heterogeneous sample across different professional and educational backgrounds. All participation was voluntary, without financial or material incentives, which contributed to authentic consumer feedback. Inclusion criteria required that participants be adults able to provide informed consent and willing to taste buckwheat-based dishes, while exclusion criteria applied to individuals with known food allergies or intolerances to the recipe ingredients.
To minimize carry-over or residual taste effects between samples, participants rinsed their mouths with water between tastings (Zata et al., 2008). This procedure helped reestablish a neutral baseline before evaluating each subsequent sample.
To ensure consistency and comparability across sites, all recipes in our study were prepared under standardized conditions with fixed ingredient amounts, translated into the local languages of participating countries, and served following harmonized protocols. This approach minimizes procedural variability, so observed differences in consumer responses more accurately reflect true perceptual differences.
During the sensory evaluation, all samples were coded with two-digit identification numbers to ensure anonymity and prevent bias. The order of sample presentation was determined using a systematic but balanced randomization approach, in which each sample appeared once in each row (participant) and column (position). This method ensured that all samples were presented in a balanced manner across participants, thereby minimizing potential order effects and ensuring that the obtained data more accurately reflected participants’ authentic sensory perceptions.
Evaluation was carried out using the 7-point hedonic scale, a widely accepted sensory method used to measure the degree of liking or disliking of a food product. The scale ranged from 1 (“hate it”) to 7 (“love it”), with intermediate values indicating varying degrees of dislike, neutrality, or like. This type of test is particularly suitable for consumer panels as it captures personal preference in a direct and intuitive way. It allowed the research team to gauge emotional responses and overall satisfaction with the dishes, rather than just technical sensory attributes.
Before tasting, panelists completed a general information form covering basic demographic and dietary information. Additionally, a short, tailored questionnaire was used to explore individual factors influencing perception and preference. Results were visualized using bar charts showing rating frequencies per characteristic, and spider charts that provided an overview of average ratings per sensory trait. Comparative analyses were also performed across countries, highlighting regional variations in consumer preferences and perceptions.
3.3 Focus groups to gather qualitative insights into consumer preferences and acceptance of the newly developed buckwheat recipes
To gain deeper insights into consumer preferences, acceptance, and expectations regarding buckwheat-based products, a series of focus groups were conducted in the four countries involved in the sensory and home-cooking evaluations. Between May and August 2023, eight focus groups were organized, two each in France, Greece, Hungary, and Serbia, with a total of 67 participants. These group discussions followed a qualitative methodology aimed at fostering open, non-judgmental exchanges among participants, encouraging them to reflect on and respond to each other’s views.
The primary objective of the focus groups was to explore in more depth how consumers perceive BioValue buckwheat-based products, with particular attention to attributes such as nutritional value, presentation and availability, environmental and ethical considerations related to underutilized crops and biodiversity, and transparency within the food supply chain.
Each local partner was responsible for organizing the sessions, including recruiting participants, providing suitable venues, and moderating the discussions. The conversations were guided by a standardized set of open-ended questions, originally developed in English and translated into the local languages. Each focus group lasted approximately 90 min and was audio-recorded, with notes taken for further analysis.
In France, the focus groups took place in Montpellier in June 2023, with nine participants across two sessions. In Greece, two sessions were held in Thessaloniki in July, attended by a total of 18 participants. In Hungary, both groups were held on the same day in Budapest in August, with 12 participants in total. In Serbia, sessions were conducted in Belgrade in May, with 19 participants.
Data from all focus groups were analyzed using MAXQDA, a software designed for qualitative and mixed-methods research. The analysis focused on common themes and divergences in consumer perceptions across countries.
While the focus groups touched on a broad range of topics, particular attention was given to Buckwheat Pasta with Eggplant, as it is one of the representative BioValue recipes. Pasta was chosen for its widespread acceptance across many countries and its role as a staple in everyday diets, making it an ideal candidate for introducing buckwheat to a broad range of consumers. The discussions offered valuable context for interpreting the sensory evaluation results and contributed to refining the final versions of the recipes, ensuring they resonated with diverse cultural and dietary preferences.
3.4 Home-cooking tests aimed to gather practical feedback on the cooking experience of buckwheat recipes
To gather practical feedback from consumers on their cooking experience with the newly developed dishes, home-cooking tests were conducted. To achieve this, recipes were distributed across 28 channels in various countries, and responses were collected either directly through the platforms or via a programmed survey. Recipes were shared through websites, social media, and food influencers, and consumer feedback was collected and analyzed. The evaluation focused on aspects such as ease of preparation, clarity of instructions, taste and appearance, and reproducibility using non-professional kitchen equipment.
A standardized protocol was created and translated by project partners. National websites related to food, cooking and recipes, food-related social media platforms, and influencers were contacted to share the recipes on various conventional social media (Instagram, Facebook, TikTok), along with a short project presentation, a link to the recipe book, and key questions for consumers. Comments were collected anonymously, and partners monitored and responded to public inquiries.
At the end of the testing period, all consumer feedback was compiled, translated, and analyzed. This process provided valuable insights into consumer expectations and preferences regarding novel dishes based on underutilized ingredients.
The focus groups targeted the following buckwheat-based dishes—Buckwheat and grass pea stew with eggplant and Buckwheat pockets filled with walnuts and dried fruits.
3.5 Statistical analysis
For the statistical analysis, descriptive summaries were complemented with Mann–Whitney U tests, selected as a robust non-parametric method suitable for small and unbalanced sample sizes and for the ordinal nature of hedonic sensory scales (Lawless and Heymann, 2010; Chicco et al., 2025). Exact p-values and effect sizes were reported to enhance transparency, with results interpreted cautiously in line with the exploratory scope of the study.
No formal adjustments for multiple comparisons were applied. As this study was exploratory in nature, the Mann–Whitney U test results are interpreted with caution, focusing on identifying indicative cross-country trends rather than confirmatory statistical evidence.
4 Results and discussion
4.1 Sensory evaluation of new buckwheat-based dishes and products
Sensory evaluation exercise of newly created buckwheat-based dishes (Buckwheat and grass pea stew with eggplant and Buckwheat pockets filled with walnuts and dried fruits) was conducted across five countries: Serbia, Greece, France, Hungary, and Turkey,. The exercises were held between August and November 2022. In Belgrade (August 17th), 18 panelists attended the evaluation. In Chania, Greece (September 12th), the initial session gathered 21 panelists. An additional and larger session also took place in Chania the same day (during the BioValue and sister’s project RADIANT, CROPDIVA and DIVINFOOD meeting), including 51 panelists from across Europe: Serbia (3), France (2), Estonia (1), Switzerland (1), Spain (2), Scotland (1), Greece (10), Turkey (2), Germany (4), Slovenia (1), Italy (11), Bulgaria (1), Portugal (7), and Hungary (5). In Montpellier, France (October 12th), 17 panelists attended, while the session in Szekszárd, Hungary (October 20th) included 22 panelists. The final evaluation was conducted in Izmir, Turkey (November 21st) with 27 panelists. These sensory evaluations provided cross-national insights into consumer preferences and acceptability of buckwheat-based food innovations.
The demographic profile of participants across the five countries (Serbia, Greece, France, Hungary, and Turkey), Table 1, shows a balanced distribution across age and gender, with slightly higher participation from females (89) compared to males (67). participants were within the age groups 25–54, while younger (18–24) and older (55+) groups were less represented. Urban residents were dominant (130) compared to rural participants (26), indicating that the results primarily reflect urban consumer perceptions.
Table 1
| Country | Age group | Gender | Place of living | Educational level | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18–24 | 25–34 | 35–44 | 45–54 | 55+ | male | female | urban | rural | Secondary education | Bachelor’s equivalent | Master’s equivalent | Professional degree | Doctoral equivalent | Other /not known | |
| Serbia | 1 | 3 | 7 | 5 | 2 | 7 | 11 | 18 | 0 | 1 | 5 | 5 | 1 | 6 | 0 |
| Greece | 1 | 2 | 6 | 1 | 2 | 10 | 11 | 20 | 1 | 0 | 1 | 1 | 2 | 4 | 13 |
| France | 3 | 4 | 1 | 2 | 7 | 11 | 6 | 14 | 3 | 3 | 1 | 3 | 0 | 0 | 10 |
| Hungary | 3 | 4 | 3 | 3 | 9 | 9 | 13 | 8 | 14 | 4 | 6 | 6 | 3 | 0 | 2 |
| Turkey | 5 | 5 | 4 | 4 | 9 | 11 | 16 | 27 | 0 | 1 | 5 | 3 | 7 | 11 | 0 |
| All | 1 | 9 | 15 | 17 | 9 | 19 | 32 | 43 | 8 | 1 | 2 | 4 | 5 | 22 | 17 |
General data—consumer characteristics test (Serbia, Greece, France, Hungary, Turkey, All).
The educational background of participants indicates that the sample was predominantly composed of highly educated individuals, with the largest groups holding Master’s or equivalent degrees (n = 22), professional degrees (n = 18), and doctoral or equivalent qualifications (n = 48). A smaller number reported secondary education (n = 10). Importantly, 48 participants did not declare their educational background, which should be taken into account when interpreting the overall profile.
Sensory evaluation exercises of three additional buckwheat-based foods (Buckwheat pretzels with Sonchus and sundried tomatoes, Buckwheat pasta with eggplant and tomatoes and Vegan burger with eggplants, lentils and buckwheat) were conducted in Serbia and Greece. In Belgrade, Serbia, the evaluation took place on May 13th and 14th, with a total of 30 panelists. Shortly after, on May 16th, 27 panelists participated in a similar session in Chania, Greece.
The demographic profile of participants from Serbia and Greece (Table 2) shows a predominance of urban residents with higher education. Most belonged to the 25–44 age range, while younger consumers under 25 were underrepresented. Gender distribution was relatively balanced in both countries. Educational attainment was high, with many holding Master’s and Doctoral degrees, and only a small number with secondary education.
Table 2
| Country | Age group | Gender | Place of living | Educational level | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 18–24 | 25–34 | 35–44 | 45–54 | 55+ | Male | Female | Urban | Rural | Secondary education | Bachelor’s equivalent | Master’s equivalent | Professional degree | Doctoral equivalent | Other /not known | |
| Serbia | 2 | 8 | 10 | 3 | 6 | 12 | 18 | 30 | 0 | 11 | 5 | 6 | 2 | 3 | 0 |
| Greece | 6 | 4 | 3 | 6 | 8 | 14 | 13 | 22 | 4 | 5 | 10 | 9 | 0 | 3 | 0 |
General data—consumer characteristics test (Serbia, Greece).
This study is according to our knowledge, the first of its kind to evaluate consumer perceptions of buckwheat-based dishes, with participants representing a diverse mix of ages, genders, and education levels, though urban and higher-educated consumers were more strongly represented. Future studies could benefit from including a more balanced range of educational and demographic backgrounds to better capture the full diversity of consumer perspectives and enhance the generalizability of the findings.
4.2 Between-country comparisons of sensory analyses for all samples
Based on the analysis of the collected sensory evaluation data, between-country comparisons were conducted to gain a general understanding of the acceptability of two representative buckwheat-based dishes, one savory (stew) and one sweet (fruit pockets) sample as reference points. The objective was to explore how these products were perceived across different cultural contexts and to assess their potential for broader consumer acceptance.
The Buckwheat and grass pea stew with eggplant received the lowest ratings across all six sensory attributes from respondents in France and Turkey. The average scores were as follows: Appearance 5.1, Taste/Flavor 5.1, Texture 5.0, Mouthfeel 4.9, Aroma/Smell 4.9, and Overall Acceptability 5.0, indicating a moderate level of consumer liking, corresponding to the hedonic scale category “like slightly.” The mean score across all countries was 5.0, classifying the dish as generally acceptable, though not strongly preferred.
In contrast, Serbian respondents rated the dish most favorably in terms of Taste/Flavor, Texture, Aroma/Smell, Mouthfeel, and Overall Acceptability, suggesting a greater familiarity or cultural alignment with the flavor profile and composition of the stew. Hungarian participants gave the highest score for Appearance, indicating a more favorable visual impression of the dish in that country.
The Texture dimension was consistently well-rated in both Serbia and Hungary, highlighting that this aspect of the dish may have had broader appeal across different culinary contexts. This could suggest that the preparation method and consistency of the stew resonated positively with Central and Eastern European taste preferences.
Overall, the radar chart (Figure 1) visually illustrates regional differences in perception, where Western and Southern European countries (France and Turkey) showed less enthusiasm, possibly due to differences in culinary traditions, ingredient familiarity, or expectations regarding legume-based stews. This highlights the importance of regional adaptation when introducing new dishes based on underutilized crops like buckwheat and grass peas.
Figure 1
All rating categories of the sample Buckwheat pockets filled with walnuts and dried fruits were rated in average from “like it” to “love it” range, with an average rating of 6.1. The mean values of the assessed features were the following: Appearance 6.1, Taste/Flavor 6.2, Texture 6.0, Mouthfeel 6.1, Aroma/Smell 6.0, Overall acceptability 6.1. This indicates strong potential for wider acceptance. Hungary and Serbia provided the highest ratings across all attributes, followed by Greece and France, while the sample had the lowest rating in Turkey, suggesting cultural differences in the acceptance of sweet buckwheat-based dishes. In the Turkish context, the lower acceptance may be partially attributed to deeply rooted traditions in the preparation of sweet pastries and desserts, where specific ingredients and preparation methods are closely linked to cultural identity. The substitution of traditional components with buckwheat-based alternatives may have been perceived as a deviation from familiar and culturally significant recipes, which could have impacted on their overall acceptance.
The marked preference for the sweet buckwheat dish (Buckwheat pockets filled with walnuts and dried fruits) across countries highlights the potential for dessert-like or bakery-style innovations using buckwheat, especially in Central and Eastern Europe. The lower acceptance of the savory stew suggests that culinary adaptation and reformulation (e.g., spice blends, textural changes) might improve cross-cultural acceptance. These results reinforce the importance of local culinary familiarity and taste alignment in introducing dishes based on underutilized crops like buckwheat.
In addition to the general between-country comparisons for the samples Buckwheat and grass pea stew with eggplant and Buckwheat pockets filled with walnuts and dried fruits a more detailed statistical analysis was conducted for three additional samples: Buckwheat pretzels with Sonchus and sundried tomatoes Buckwheat pasta with eggplant and tomatoes and Vegan burger with eggplants, lentils, and buckwheat for the sensory evaluation performed in Serbia and Greece. These samples were chosen based on their innovative composition and potential for cross-cultural appeal. The results of comparison analyses are presented in the following graphs/radar charts (Figure 2). By visual inspection of the charts and subsequent conduction of Mann–Whitney U tests, it can be concluded that notable differences exist in consumer perception of these dishes between the two countries, particularly regarding taste, aroma, and texture.
Figure 2
The comparison analysis of sensory evaluations conducted in Serbia and Greece revealed several significant differences for specific dishes. For the Buckwheat pretzels with Sonchus and sundried tomatoes (A), a statistically significant difference was observed in the attribute of Appearance (p = 0.007, r = 0.70, 95% CI 0.52–0.82), with the Serbian panel rating it higher than the Greek panel, while no significant differences were found in the other sensory attributes. In the case of the Buckwheat pasta with eggplant and tomatoes (B), all evaluated characteristics—including Appearance, Taste/Flavor, Texture, Aroma/Smell, Mouthfeel, and Overall Acceptability—were rated significantly higher by the Greek panel (all p < 0.001). Aroma/Smell, r = 0.47 (95% CI 0.21–0.66); Mouthfeel, r = 0.64 (95% CI 0.43–0.78); and Overall Acceptability, r = 0.67 (95% CI 0.46–0.80). Similarly, for the Vegan burger with eggplants, lentils, and buckwheat (C), all sensory attributes showed significant differences, with the Greek panel (Appearance p = 0.002, r = 0.44, 95% CI 0.18–0.64, Taste/flavor, p = 0.007, r = 0.48, 95% CI 0.22–0.67, Texture p = 0.000, r = 0.54, 95% CI 0.29–0.71 Aroma/Smell p = 0.028, r = 0.45, 95% CI 0.18–0.65, Mouthfeel p = 0.010, r = 0.48, 95% CI 0.22–0.67, Overall Acceptability p = 0.010, r = 0.49, 95% CI 0.23–0.68) again assigning higher ratings compared to their Serbian counterparts.
The use of a non-parametric approach, such as the Mann–Whitney U test, provided an appropriate and cautious way to explore cross-country differences in sensory evaluations, accounting for the ordinal nature of hedonic scales and sample characteristics. The analysis was designed to identify trends and offer an exploratory understanding of consumer responses. Importantly, integrating these quantitative findings with focus group and home-cooking feedback strengthened the validity of the results by revealing converging themes across methods. While future studies with larger and more representative samples could further refine these insights, the current approach offers a solid foundation for understanding consumer perceptions.
4.3 Suggestions for recipe improvements based on panelists’ feedback
The following section summarizes constructive feedback on the recipes. General remarks based on personal dislikes (e.g., “I do not like raw pepper”) or seasoning preferences (“more salt/less salt”) were excluded, as recipes already state seasoning can be adjusted to taste. Similarly, contradictory suggestions (e.g., “add spices” vs. “reduce spices”) highlight the subjective nature of preferences. Not all participants provided suggestions, and panelists in France did not offer any feedback.
For the Buckwheat and grass pea stew with eggplant, recommendations included the optional addition of cheese (mozzarella in Serbia, cheddar in Turkey) and better coordination of cooking times for ingredients with different consistencies. The final recipe will also suggest baking before serving and adding fresh vegetables as sides.
The Buckwheat pockets with walnuts and dried fruits were well received, with some suggesting potential for industrial production. Feedback focused on sweetness (too sweet vs. not sweet enough) and texture (crispier vs. softer). Minor improvements include alternative fillings (pumpkin or apple), optional sweeteners (dandelion syrup or honey mix), and the use of homemade buckwheat phyllo dough.
For the Buckwheat pretzels with Sonchus and sundried tomatoes, opinions were mixed. Some participants wanted stronger flavor, more sundried tomatoes, spices, or larger portions, while texture feedback ranged from dryness as a drawback to smoothness as positive. Suggested refinements include enhancing seasoning, boosting aroma, adding crunchy elements (nuts or seeds), and increasing portion size.
The Buckwheat pasta with eggplant and tomatoes received varied feedback, with suggestions to adjust seasoning (less pepper, milder herbs), reduce bitterness, and address dryness with sauces or sour cream. Some requested more vegetables, while parsley was seen as optional. Overall, the dish showed promise with potential for refinement.
Finally, the Vegan burger with eggplants, lentils, and buckwheat drew most criticism for texture, as many found it too loose and prone to falling apart. Improvements include firmer consistency, reduced pine nuts and vinegar, and added soy sauce and salt for stronger savory depth. These adjustments aim to balance flavor and structure for better consumer appeal.
4.4 Nutritional compositions of newly developed buckwheat-based dishes for recipe improvements based on panelists’ feedback
In this project, nutritional profiles of newly developed buckwheat-based dishes were calculated using the DAP software (Accessed March 2024) and the Serbian Food Composition Database.
Based on the data from the Diet Assess and Plan (DAP) report, the Buckwheat and grass pea stew with eggplant provides a balanced nutritional profile, delivering around 147 kcal per 100 g, with energy mainly derived from carbohydrates (52%), followed by fats (30%) and proteins (18%). It is high in fiber, contains low saturated fat, and offers beneficial minerals such as iron, magnesium, and zinc. The dish supports a plant-based, nutrient-rich diet, making it suitable for health-conscious consumers seeking sustainable and fiber-rich meals.
The Buckwheat pockets filled with walnuts and dried fruits provide a dense source of energy, with 655 kcal per 200 g portion, largely derived from carbohydrates (approx. 65% of energy), moderate fats (25.7%), and lower protein (8%). This sweet buckwheat-based dish is rich in unsaturated fats (especially polyunsaturated from walnuts), and contains notable levels of magnesium, phosphorus, potassium, and dietary fiber (6.8 g/portion). Its formulation is primarily plant-based (over 96% of total energy), aligning with healthy eating and sustainability trends.
The Buckwheat pretzels with Sonchus and sundried tomatoes provide approximately 364 kcal per 100 g, with most of the energy coming from carbohydrates (65%), followed by fats (25%) and proteins (10%). The pretzels are rich in dietary fiber and contain valuable micronutrients like magnesium, potassium, and iron. The energy source is predominantly plant-based, supporting sustainable and health-conscious food choices. These pretzels are a savory, nutrient-rich snack option that fits well into a balanced diet.
The Buckwheat pasta with eggplant and tomatoes offers a moderate energy value (approximately 155 kcal per 100 g), with a balanced macronutrient distribution: carbohydrates as the main energy source, followed by fats and proteins. The dish is relatively low in saturated fats and sugars and contains dietary fiber that supports digestion. It also provides beneficial micronutrients, particularly iron, magnesium, and vitamin B, making it suitable for balanced vegetarian meals.
The Vegan burger with eggplants, lentils, and buckwheat is a nutrient-rich dish with moderate energy value (around 157 kcal per 100 g). It contains a good balance of plant-based proteins and complex carbohydrates, along with low levels of saturated fat and sugar. The burger is also a source of dietary fiber and key micronutrients like iron, magnesium, and B vitamins, making it a wholesome option for plant-based and health-conscious diets.
4.5 Focus groups—consumer perception of buckwheat pasta with eggplant and tomatoes
Overall, the Buckwheat pasta with eggplant and tomatoes (in further text – BioValue pasta) was well received, especially by Hungarian and Greek consumers who appreciated its versatility and ease of preparation. While some Hungarian participants preferred traditional or durum pasta, others were open to whole grain alternatives for health reasons.
Reactions to the BioValue pasta varied. Many described it as tasty, mild, and even superior to other buckwheat pastas, especially in Serbia and Greece. Others, however, found the taste neutral, bland, or overly strong, particularly in Hungary. Some negative feedback highlighted a lack of salt or character, which could deter repeat purchases.
Buckwheat itself evoked mixed feelings, seen as healthy and novel by some (especially in Hungary), but unfamiliar or “foreign” in France. While not viewed as a full replacement for traditional pasta, many saw it as a good option to diversify their diets. Hungarian consumers emphasized the need to grow both supply and demand in tandem, and some French and Greek consumers appreciated its suitability for vegan or gluten-free diets.
The sauce accompanying the pasta was generally seen as flavorful, though a few found it bitter or lacking depth. Texture reviews ranged from elastic and overcooked to comparable with whole grain pasta. Preparation was considered easy, and many expressed interests in cooking it again.
Suggestions for improvement include enhancing the sauce with more spices or cream, increasing salt, and exploring alternative flours. Appearance was a notable factor, children in Hungary preferred colored pasta, while French and Serbian participants commented on the lack of vibrancy. Others found the product visually appealing and healthy-looking.
Regarding distribution, supermarkets were the most cited channel across all countries due to price and accessibility. Consumers also mentioned organic stores, online shops, gyms, and restaurants as potential venues. Placement in alternative sections (e.g., organic, gluten-free, ready meals) was suggested, though some preferred it be shelved with regular pasta.
Nutritional perceptions of standard pasta were mixed: some saw it as fattening and high-carb, others as filling and low-fat. BioValue pasta was generally seen as healthier, easier to digest, high in fiber, gluten-free, and nutritionally rich. Greek and Hungarian participants emphasized buckwheat as a superfood, while others highlighted local sourcing and plant-based ingredients.
Environmental considerations were more prominent in France and Greece. Buckwheat was praised for requiring fewer inputs, supporting pollinators, and aiding crop rotation. However, consumers in France and Hungary noted that more information was needed to assess environmental impact, especially regarding packaging and production methods.
Social values also emerged, with some appreciating links to traditional food and artisanal practices. French consumers emphasized the importance of transparency and origin, preferring locally made, less industrial products.
Marketing suggestions focused on health and ingredient quality, targeting health-conscious consumers or children. Emphasis should be placed on product benefits (gluten-free, high-protein, eco-friendly) and appealing packaging. Tastings and recipe suggestions were seen as key promotional strategies, especially in Greece, Hungary, and Serbia. Some participants also highlighted the importance of name, visual identity, and arousing curiosity.
Willingness to pay was generally moderate; some were open to paying more (20–30%) if the product justified it through quality and marketing. Others were more price-sensitive, particularly if not driven by dietary needs.
4.6 Home-cooking tests data analysis (Serbia, Greece, France, Hungary)
The recipes were shared through 28 different media channels across five European countries. In some cases, multiple recipes were disseminated via the same platform. The data represent potential reach based on the number of followers, group members, views, and interactions on platforms such as social media, food blogs, and influencer networks. These numbers serve as an estimate of audience exposure and do not account for duplicates, overlap, or inactive users.
The recipes were successfully shared through 28 different channels across five European countries, reaching a broad potential audience and demonstrating the project’s wide visibility. Estimated audience sizes, based on group members or followers, provide an indication of potential reach, while home-cooking feedback from self-selected participants offered valuable insights into consumer perceptions and barriers. Although these figures do not capture verified engagement or account for duplicate or passive views, and the sample may not fully represent the broader population, such limitations are consistent with prior reviews of social media use in sensory and consumer research (Hutchings et al., 2023; Rini et al., 2024). Overall, the combination of broad dissemination and detailed participant feedback provides meaningful exploratory evidence to inform future studies and outreach strategies.
Channels for which exact user data were unavailable (e.g., some recipe websites in France and Serbia) were not included in the count. In France, both the Buckwheat and Grass Pea Stew with Eggplant and the Buckwheat Pockets Filled with Walnuts and Dried Fruits were disseminated via a food influencer channel with an estimated reach of 37,000, as well as through social media platforms reaching approximately 636,535 users (Buckwheat stew) and 996,535 users (Buckwheat Pockets) suggesting significant potential visibility for both recipes. In Serbia, the Buckwheat Pockets achieved notable engagement thanks to collaboration with a food blogger who generated 5,935 video views. Additionally, the recipes were promoted via social media groups (3,784 reactions). In Greece, the Buckwheat Stew was promoted by a food blogger with an estimated audience of 470, while no reach data were available for the sweet recipe. Hungary showed a strong presence for both recipes which were featured on a food cooking website (48363), shared by a gastro blogger (5930), and distributed through an additional online group (40). At the European level, the both recipes were shared via pan-European social media channels, reaching approximately 2,577 users. The total estimated potential reach per recipe amounts to 730,930 for the Buckwheat and Grass Pea Stew with Eggplant and 1,057,232 for the Buckwheat Pockets Filled with Walnuts and Dried Fruits, underscoring the diversity of communication pathways and the growing interest in buckwheat-based dishes across multiple cultural and culinary landscapes.
The Buckwheat and grass pea stew with eggplant was generally well received, with 36 favorable and only 3 negative comments. Participants praised it as satisfying, versatile for different meals, and even appealing to children, with some comparing it to healthier versions of fried rice. Positive remarks highlighted its originality and flavor balance, though a few French participants found it bland or uninteresting, pointing to issues with uneven cooking times.
Taste feedback was mostly positive, with comments describing it as tasty and pleasantly surprising, while appearance drew mixed reactions: some found it appetizing, others suggested adding colorful ingredients to enhance visual appeal. Texture was appreciated for its layered composition, though one participant found it slightly dry. Preparation was considered easy by most (21 comments), suitable even for beginners, but some struggled with unclear cooking times and varying textures.
Ingredients were generally accessible at markets or health food stores, and buckwheat was valued for its nutritional and environmental benefits. However, sourcing grass peas and the higher cost of some ingredients, particularly in Greece, were noted as challenges. Suggestions for improvement included substituting grass peas with other legumes, adjusting cheese types, adding more spices or vegetables, and clarifying cooking instructions. Serving ideas ranged from pairing with fish or meat, to serving cold or baked, with one comment emphasizing seasonal preparation for sustainability.
The Buckwheat Pockets Filled with Walnuts and Dried Fruits were generally well received, with around 12 positive comments praising them as innovative, delicious, and even a potential new favorite, while only one participant from France stated they would not make them again. Taste was highlighted as excellent and full of flavor, with the unconventional ingredients blending seamlessly. Visual appeal was mostly appreciated, though a few suggested improvements. Texture feedback was mixed: some praised it, while others, particularly in France, found the pockets dry or inconsistent.
The main challenge concerned preparation. Although 10 participants found the recipe clear, about 26 identified issues, especially with forming the pockets, missing ingredient quantities, and unclear instructions. Translation problems in the Hungarian version were also noted. Some found the process simple, while others considered it confusing or demanding. Additional difficulties included handling the loose filling and managing syrup reduction.
Ingredient availability varied: buckwheat pastry, rye flakes, and dandelion syrup were often difficult to source, though Serbian and Hungarian participants reported fewer problems. While some saw the use of specialty ingredients as expensive, others valued the recipe’s nutritional, environmental, and biodiversity benefits.
Suggestions for improvement included clearer step-by-step instructions (with diagrams), better alignment of ingredient quantities, binding the filling, and adjusting syrup cooking time. Serving hot, pairing with sauce, or using ingredient substitutions (e.g., different fillings) were also recommended to enhance appeal.
4.7 Toward the integration of buckwheat-based foods in everyday diets and food systems
Culinary tradition and cultural familiarity are key drivers of food preferences across Europe, helping explain the country-level differences observed in buckwheat acceptance. A pan-European survey showed that familiarity with a product more strongly predicts attitudes toward traditional foods and actual consumption than convenience or price (Pieniak et al., 2009). Similarly, in Italy and Poland, health, natural content, and sensory appeal were dominant motives for consumers of traditional dishes, contrasting with the preferences of those oriented toward convenience or novelty (Pieniak et al., 2009). Regional studies reinforce these dynamics: in Vojvodina (Serbia), culinary traditions shaped by Hungarian, Austrian, Turkish, and Slavic influences remain embedded in daily food offerings, fostering acceptance of traditional flavors (Grubor et al., 2022). In Greece, research on Pontic Greek delicacies showed that preferences vary by age, gender, and residence, with older generations maintaining stronger connections to traditional foods, while younger groups demonstrate lower acceptance of unfamiliar dishes (Keramaris et al., 2025).
These cultural contexts help clarify lower ratings in France and Turkey, where strong culinary traditions emphasizing familiar flavors and textures may reduce openness to buckwheat dishes. By contrast, in Serbia, Hungary, and partly Greece, where buckwheat or analogous grains are historically present, acceptance is higher, reflecting reduced novelty barriers (Pliner and Hobden, 1992; Cattaneo et al., 2019; Tuorila and Hartmann, 2020).
5 Summary and recommendations
Findings from the BioValue project demonstrate that buckwheat has strong potential to re-emerge as a staple when introduced through familiar formats adapted to local preferences. Sensory evaluations across five countries showed that taste, appearance, and clear recipe guidance are central to consumer acceptance. Sweet recipes such as Buckwheat pockets with walnuts and dried fruits were particularly well received in Central and Eastern Europe, where buckwheat has cultural roots. Conversely, savory dishes like Buckwheat and grass pea stew generated more mixed responses, suggesting the need for flavor adjustments and contextualization for Southern and Western European consumers.
Overall, buckwheat was widely recognized as health-promoting, sustainable, and gluten-free. Yet, limited awareness and accessibility remain significant barriers to its broader integration, underscoring the need for consumer education, market development, and supportive policy frameworks.
5.1 Key insights on buckwheat-based dishes acceptance and adoption
The integration of sensory evaluation, focus group discussions, and home-cooking trials provides a comprehensive perspective on consumer acceptance of buckwheat-based dishes. Sensory tests indicated a clear preference for sweeter, familiar formats, such as buckwheat pockets. In contrast, savory options, including buckwheat and grass pea stew, were less favored. Focus group discussions supported these findings, emphasizing the influence of taste expectations, cultural familiarity with buckwheat products, and perceived suitability for local diets. Home-cooking trials further revealed practical barriers, such as ingredient availability, recipe interpretation, and preparation complexity, which affect adoption in everyday contexts. These results collectively suggest that positive sensory perception alone is insufficient. Successful integration of buckwheat-based foods requires consideration of cultural acceptance and practical feasibility to ensure appeal in both controlled evaluations and real-life household use.
Consumers’ perceptions of buckwheat are shaped by a combination of recognized benefits, potential barriers, and factors influencing acceptability.
Recognized benefits:
Consumers across regions associate buckwheat with high nutritional value, especially fiber, protein quality, and gluten-free suitability.
Its environmentally friendly cultivation (requiring less water, supporting biodiversity) adds appeal amid growing sustainability concerns.
In Serbia and Hungary, buckwheat has positive traditional associations, facilitating its adoption.
Barriers to adoption:
Ingredient availability varies across regions, products like buckwheat pastry or dandelion syrup were difficult to source in Western and Southern Europe.
Cultural preferences shape acceptance: sweet buckwheat dishes were favored over savory ones in most contexts.
Some consumers viewed buckwheat as an expensive or unfamiliar ingredient, particularly in France and Greece.
Factors influencing acceptability:
Recipe familiarity (e.g., pastries, pasta) improved consumer openness to trying buckwheat-based dishes.
Sensory appeal, like taste, aroma, texture, and visual presentation, was critical to positive evaluations.
Exposure through tasting increased the willingness to include buckwheat in regular diets, especially when recipes were framed as healthy alternatives.
5.2 Strategic recommendations for the integration of buckwheat-based dishes
The following strategic recommendations were developed based on insights and feedback collected through focus group discussions with consumers across participating countries allowing us to identify practical approaches to support the wider adoption of buckwheat-based dishes.
Product development and culinary innovation:
Prioritize development of sweet or snack-style products using buckwheat, which showed higher cross-cultural acceptance.
Reformulate savory recipes to better match local palates, using familiar spices, sauces, and formats (e.g., patties, pasta).
Explore traditional recipes that can be adapted with buckwheat to retain cultural familiarity while boosting nutrition.
Education and consumer awareness:
Implement recipe tutorials, infographics, and cooking workshops to demystify buckwheat preparation.
Emphasize health benefits and sustainability in awareness campaigns targeting consumers, chefs, and nutritionists.
Promote buckwheat as a “modern heritage grain,” nutritious, versatile, and planet friendly.
Policy and institutional support:
Integrate buckwheat-based meals into public food services, such as school canteens and hospital menus, to normalize its consumption.
Encourage national dietary guidelines and procurement policies that support regional biodiversity and underutilized crops.
Fund public-private partnerships that build local value chains around buckwheat and reduce reliance on imports.
Incentivize farmers and embed underutilized crops into procurement systems, while strengthening institutional support for genetic resource conservation.
Reinforce gene banks, support on-farm conservation, and promote sustainable use to ensure long-term integration of underutilized crops into resilient food systems.
Market development and access:
Support SMEs and startups developing buckwheat-based products with grants, labeling guidance, and tax incentives.
Facilitate access to buckwheat ingredients via specialty and mainstream retailers, create visibility through “alternative grain” sections.
Develop traceable, local supply chains to improve ingredient availability and reduce costs, especially in under-supplied regions.
With appropriate culinary adaptations, effective communication channels, and supportive infrastructure, buckwheat has the potential to transition from a niche or regional grain to a valued component of sustainable diets across Europe. Its significant health benefits, cultural versatility, and strong agricultural resilience make it a promising solution for addressing challenges related to food security, public health, and environmental sustainability.
Findings from the BioValue project highlight that successful integration of buckwheat into European food systems requires coordinated efforts across agriculture, health, gastronomy, and policy sectors. By fostering continued investment and cross-sector partnerships, buckwheat can not only maintain its traditional role but also contribute meaningfully to future-oriented nutritional strategies.
6 Conclusions and future directions
This study provides valuable cross-country insights into consumer perceptions of buckwheat-based dishes, demonstrating the feasibility of evaluating acceptance across diverse European contexts and highlighting trends, preferences, and potential barriers. These findings offer meaningful evidence of how buckwheat and other underutilized crops can be integrated into diets, contributing to more sustainable and nutritious food systems. Although the sample was relatively small and self-selected, and some demographic and engagement details were not fully captured, the results still provide important exploratory insights. Future research with larger, randomized, and more representative samples, alongside multivariable analyses, longitudinal designs, and economic feasibility assessments, could further validate and expand these findings, ultimately supporting wider adoption and integration of buckwheat into sustainable diets.
Statements
Data availability statement
The raw data supporting the conclusions of this article will be made available by the authors, without undue reservation.
Ethics statement
Ethical approval was not required for the studies involving humans because two sets of informed consent forms were obtained from all participants. Ethical approval from an institutional review board was not required, as the study involved no procedures or interventions that could potentially harm the participants. The research was conducted in compliance with Regulation (EU) 2016/679 (the GDPR), which governs the processing and protection of personal data within the European Union: https://eur-lex.europa.eu/eli/reg/2016/679/oj/eng accessed on 27 April 2025. GDPR serves as the primary guideline for ethical data handling and obviates the need for separate IRB approval. The study strictly followed the GDPR’s data processing principles, ensuring that all personal data was handled lawfully, fairly, and transparently. Since the study either used non-sensitive data or anonymized data, it did not introduce any additional risks to participants, and so falls outside the typical remit of studies requiring IRB review. The studies were conducted in accordance with the local legislation and institutional requirements. The participants provided their written informed consent to participate in this study.
Author contributions
MR: Investigation, Data curation, Visualization, Supervision, Validation, Conceptualization, Writing – review & editing, Formal analysis, Methodology, Writing – original draft. MKn: Project administration, Formal analysis, Methodology, Visualization, Data curation, Investigation, Validation, Conceptualization, Writing – review & editing, Supervision. MG: Project administration, Supervision, Funding acquisition, Software, Writing – review & editing. NV: Writing – review & editing, Data curation, Formal analysis. ES: Data curation, Formal analysis, Writing – review & editing. KK: Data curation, Formal analysis, Writing – review & editing. AZ: Writing – review & editing, Formal analysis, Data curation. MY: Data curation, Writing – review & editing, Formal analysis. CG: Writing – review & editing, Formal analysis, Data curation. PA: Formal analysis, Writing – review & editing, Data curation. CP: Formal analysis, Writing – review & editing, Data curation. HR: Writing – review & editing, Formal analysis, Data curation. BS: Data curation, Writing – review & editing, Formal analysis. CT: Data curation, Formal analysis, Writing – review & editing. MKo: Supervision, Funding acquisition, Writing – review & editing, Project administration.
Funding
The author(s) declare that financial support was received for the research and/or publication of this article. This work is part of the BioValue project, which received funding from the European Union’s Horizon 2020 research and innovation program under grant agreement 101000499. This work was also supported by the Ministry of Science, Technological Development and Innovation, Republic of Serbia, grant no. 451-03-136/2025-03/200015.
Acknowledgments
The authors express their sincere gratitude to the sensory panelists from France, Greece, Hungary, Serbia, and Turkey for their participation and valuable feedback. We also thank all individuals who contributed their time and effort to the preparation, testing, and dissemination of buckwheat-based recipes, including food bloggers, influencers, and other community collaborators. Special appreciation is extended to the research staff and student assistants whose support in conducting sensory evaluations, processing data, and coordinating outreach activities was essential to the successful realization of this study. We gratefully acknowledge Ana Pantović for her valuable support in performing the statistical analysis.
Conflict of interest
CP and HR employed by Education and Communication Nonprofit Limited Liability Company.
The remaining authors declare that the research was conducted in the absence of any commercial or financial relationships that could be construed as a potential conflict of interest.
Generative AI statement
Generative AI (ChatGPT-4, OpenAI, 2025) was used in the preparation of this manuscript to assist in refining and restructuring existing text, as well as improving clarity and coherence in English. All content was based on original research and author-generated material, with AI support limited strictly to language enhancement and formatting.
Any alternative text (alt text) provided alongside figures in this article has been generated by Frontiers with the support of artificial intelligence and reasonable efforts have been made to ensure accuracy, including review by the authors wherever possible. If you identify any issues, please contact us.
Publisher’s note
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Summary
Keywords
buckwheat, underutilized crops, sensory analysis, focus groups, innovative dishes, biovalue
Citation
Ranic M, Knez M, Gurinovic M, Vidovic N, Stamataki E, Karapataki K, Zouaghi A, Yercan M, Gunden C, Atakan P, Péter C, Renáta H, Schaer B, Tisseyre C and Konstadinos M (2025) Exploring buckwheat’s potential—developing innovative dishes, sensory evaluation, consumer acceptance and market integration in Europe: a cross-country analysis. Front. Sustain. Food Syst. 9:1673883. doi: 10.3389/fsufs.2025.1673883
Received
26 July 2025
Accepted
23 October 2025
Published
17 November 2025
Volume
9 - 2025
Edited by
Amritbir Riar, Research Institute of Organic Agriculture (FiBL), Switzerland
Reviewed by
Olivia Magaly Luque Vilca, National University of Juliaca, Peru
Subhasree Ray, TVS Motor Company (India), India
Updates
Copyright
© 2025 Ranic, Knez, Gurinovic, Vidovic, Stamataki, Karapataki, Zouaghi, Yercan, Gunden, Atakan, Péter, Renáta, Schaer, Tisseyre and Konstadinos.
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*Correspondence: Marija Ranic, marijar@imi.bg.ac.rs
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