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Exploring Consumer Perceptions of Edible Insects as an Alternative Protein Source

Exploring Consumer Perceptions of Edible Insects as an Alternative Protein Source alternative protein, consumer perceptions, Edible insects Food and Beverage Business

A recent study authored by Berlianti Puteri, Benedikt Jahnke and Katrin Zander delves into the marketing strategies surrounding edible insects. The study raises questions about why some consumers are reluctant to try insect cuisine and attempts to identify successful marketing techniques that can encourage them to give it a chance. The researchers discovered that the two primary factors that deter consumers from consuming insects are disgust and neophobia. Despite this, insect cuisine offers many benefits such as being an alternative protein that is high in essential nutrients, including fats, B vitamins, zinc, iron, and fiber. Additionally, insect production and consumption has the potential to be more sustainable than traditional livestock production and consumption.

The study gathered data from 45 studies to determine which marketing strategies were successful and which ones weren’t when it came to persuading consumers to eat insects. The research showed that appealing to consumers and inspiring them to consume insects was all about striking the right balance. For example, the “hidden is best” approach to reduce barriers to consumer acceptance was found optimal in many cases. However, not revealing that a product contained insects could slow down the normalization of insect use in food products.

The average consumer who is willing to eat insects is young and adventurous, but some insects are more palatable than others. Consumer perception varies with different species. Additionally, price plays a significant role in consumer perception, with a low price being able to remove many barriers to consumer accessibility. Semiotics and labeling techniques are crucial to increasing consumer uptake, with labeling insects with their scientific names being more effective than using their common names and showing vague images of insects on the packaging being more effective than showing detailed imagery.

The study focused on ‘Western’ consumers in general, including countries in Europe and North America. The research found that Europe is leading the way in edible insects, with Germany being at the forefront. The researchers believe that insect protein, as an alternative protein source to meat, will become more established in the alternative protein market. Still, it will remain a niche market as plant proteins will continue to dominate. However, the researchers see great potential for insects as animal feed to replace imported soy. This would add to the sustainability credentials of edible insects.

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