Study: Direct experience can overcome consumer hesitation towards insect-based foods

The research, led by Andreia C. B. Ferreira, involved 38 adult participants in Portugal who had no prior experience with entomophagy (the consumption of insects). Participants were surveyed about their initial awareness and opinions regarding insect-based foods before tasting an insect protein bar and a standard cereal bar. During the tasting, researchers used electroencephalography (EEG) to measure brain activity and electrocardiography (ECG) to monitor heart rate.

Contrary to previous research that often indicated consumer rejection of novel foods, particularly insect-based ones, the study found that participants were more curious and open than expected. Notably, physiological data revealed increased attentiveness and arousal when participants consumed the insect protein bar, even in instances where they were unaware it contained insects. This suggests that the positive physiological responses were not solely driven by preconceived notions.

Following the tasting, participants were asked to state their preference, and a majority favored the insect protein bar over the cereal bar. The researchers concluded that direct exposure and tasting experiences are crucial in reducing hesitation and fostering acceptance of insect-based foods. They recommend that communication efforts in European markets should emphasize the nutritional and sustainability advantages of these alternative protein sources.

The study acknowledges its limitations, including a small sample size and a specific geographic focus, suggesting that further research with larger and more diverse groups across different cultures and products is needed to generalize the findings.