Opuntia ficus-indica is a source of minerals and vitamins and has recently been used as ingredient to make a new functional variety of pasta. Italy was the first country in the world to produce pasta and is also the second largest producer of Opuntia in the world. According to an Italian sample, this study considers the main factors that could influence consumers when choosing functional pasta (featuring Opuntia) and characterizes distinct hypothetical consumer segments in terms of their food habits, pasta choices, and perceptions toward functional pasta featuring Opuntia. Data were collected using a web-based survey and with 328 respondents. Factor analysis (FA) with orthogonal rotation (varimax) was used to simplify the observed variables and hierarchical cluster analysis was performed with the FA results. Seven clusters were identified and the main results show that the level of education plays an important role in the perception of functional pasta. In fact, the perceptions of well-educated people differed from poorly-educated people. Moreover, the results showed significant respondent interest regarding health benefits and the nutritional and environmental aspects of functional pasta, which should encourage people's acceptance and consumption of this new functional food. In addition, the respondent preferences reflect a value of experience towards the pasta, i.e., the belief of cooking typical Italian pasta. This means that Opuntia used for the production of functional pasta should maintain the organoleptic and physical properties of durum wheat-based pasta. In addition, respondent preferences for pasta featuring Opuntia could also be driven by its price.
Keywords: Italy; Opuntia ficus-indica (L.) Mill; consumer preferences; functional food; pasta.