Profiling Italian Consumers’ Perceptions of a New Functional Pasta

The study aims to determine the main factors that could influence Italian consumer choices regarding functional pasta with Opuntia and to characterize distinct hypothetical consumer segments. Seven clusters were identified. The findings showed as the role of perception among respondents depends on their education level and as the health benefits and nutritional and environmental aspects of functional pasta should encourage the acceptance and consumption of this new functional food. Moreover, the respondent preferences reflect a value of experience towards pasta, i.e., the belief of cooking the typical Italian pasta. This means that Opuntia use for functional pasta production should maintain the organoleptic and physical properties of durum wheat-based pasta.