From Wheat to Innovation: A study of traditional and alternative flour markets

Flour is a fundamental ingredient in the global cuisine, and recent shifts in consumer preferences and dietary awareness have led to a rise in demand for alternative flour. This dissertation explores the dynamic landscape of both traditional and alternative flour markets, shedding light on the factors shaping their growth, challenges, and opportunities. This study employs an examination of the traditional and alternative flour markets both from a global and Italian perspective, including an evaluation of their profitability. Through the examination of a questionnaire, this dissertation aims also to provide valuable insights about consumer preferences, market trends, and sustainability concerns. Finally, this work includes the case study of Circular Fiber, an Italian startup involved in the production of artichoke flour, aiming to limit waste through food processing.