Introduction: Bread is a staple food in Kosovo. Understanding consumer preferences for bread made from locally sourced whole wheat versus endosperm (white) flour can provide valuable insights into dietary choices and nutrient intake. This study investigated the consumer evaluation of bread prepared from commercially available whole wheat and endosperm flours typical of the Kosovar market.

Methodology: A sensory evaluation was conducted with 50 consumers who assessed key attributes of bread samples prepared from both white and integral flour types. These attributes included color, shape, texture, and overall acceptability. Evaluation was based on a 5-point scale where 1 indicated "strongly dislike" and 5 indicated "strongly like". Data analysis was performed using SPSS software.

Results: The sensory evaluation revealed a general consumer preference for white bread (76%) over whole-wheat bread (24%). This inclination might be attributable to several factors, such as the lighter color and perceived softer texture of endosperm bread. Additionally, a lack of awareness regarding the health benefits of whole wheat compared to endosperm flour could be a contributing factor.

Conclusion: Our findings suggest a stronger consumer preference for endosperm bread in Kosovo compared to whole-wheat bread made from locally sourced flours. Further research is warranted to delve deeper into the reasons behind this preference, including potential knowledge gaps regarding the importance of whole grains for health. Exploring strategies to educate consumers about the nutritional advantages of whole-wheat bread could be valuable in promoting healthier dietary choices among Kosovar consumers.