Would you eat insects?


Insects protein is gaining traction by consumers and food and beverage companies.
In what form or in what food would you be willing to consume insect's protein?

Food Industry
Sustainable Agriculture
Beverage Marketing
Dror Tamir
29 months ago

6 answers


I think product positioning is the most important.

People in North America are disgusted by bugs, we are also disgusted by foods other cultures eat in the world. And their cultures are often disgusted by our foods.

Realistically, our current generation won't adapt insect protein; some may, but the vast majority will not.

The solution is to begin teaching insect proteins in elementary schools, having children grow up with the idea that this is a normal protein source - nothing weird about it.

Personally, I am willing to consume cricket flour - and most other sources that are somewhat visually appealing. I have tried roasted insects, but the texture is something I can't get over; again, most likely due to my upbringing.

Scott MacDougall
29 months ago
Thank you Scott MacDougall for the feedback. If insect protein is added to food and beverage, who do you think will be the early adopters? - Dror 29 months ago
Dror, I think the easiest way to begin to get insect protein into foods - is through the health and fitness market. Think: protein shakes, protein supplements, energy drinks, etc.. For food, I believe it would be an easy fit into the market via organic and "fit" foods. I.e: cricket Buddha bowl, cricket and Quinoa salad, meal worm protein bars. - Scott 29 months ago
In addition, It would be easiest to ease into the market through insects with the least amount of taste / texture. Same with people who eat sushi for the first time, not many jump right into octopus sushimi. Many will start via vegetable rolls, maki rolls, sushi, then to sushimi. Companies should enter slowly to avoid market retraction from consumers - Scott 29 months ago
Thank you Scott for the incredible insights! - Dror 29 months ago

For insects, I think I am much more willing to consume it in snacks rather than other type of F&B. However, it is indeed depend on culturally driven habits.

Joan Dharmadi
29 months ago
Thanks. If in snacks, will it be a whole insect or as an ingredient? - Dror 29 months ago
Hi Dror Tamir, as ingredient for specific, because I cant imagine to eat the whole insect as snacks at the moment. It is a huge draw back if insect as a whole food I think. - Joan 29 months ago
Thank you for the feedback! - Dror 29 months ago

I'm a vegetarian for environmental reasons, but would have no issues eating insects because they a vastly more efficient way of growing protein than raising animals or even many aquatic options. Also, while many people in the West would empathize at least to some extent with mammals like cows and pigs, and probably would not be able to slaughter an animal themselves, I know very few people who feel squeamish about swatting an insect (well, maybe they don't want to wipe the carcass off their hands, but they certainly don't empathize with the insect).

Given that many millennials base their decisions on more than just flavor and price, and are more likely to buy from brands that promote values they share, strategically talking about the environmental impact could help get over the "eww' factor.

Kyle Buchoff
29 months ago
Thank you Kyle Buchoff for the feedback! Based on it, in what food and beverage products or in what other form would you expect to meet insect protein to serve those customers? - Dror 29 months ago
I'd use for things that people use regularly, mixes for shakes (as Scott mentioned), chips, mix for flour, etc. Things that they use regularly and would likely share with others. This lets them say, "You like it? It's good for you and the environment!" - Kyle 29 months ago
Thank you for the feedback! - Dror 29 months ago

Depending on local cultures, people has more or less psychological barriers to eat bugs. The idea to eat them may raise disgust, which maybe cannot become overcome. Other strategies, as for example, cultivating artificial meat may a promising alternative. Especially as people in western culture are already socialized to consume artificial content inside their food.

Patrick Henz
29 months ago
With the negative experience of marketing GMO Salmon as consumers did not really accept don't you think cultured meat will face same challenges? - Dror 29 months ago
And if you do consider insects, in what form will you provide it to which consumers? - Dror 29 months ago
Salmon is expensive food, bought by clients, who are more sensitive regarding health & sustainability than maybe the average client. I would target more the price-sensitive client. Maybe offering first a mixture of natural with artificial meat. (Sounds a little bit like an episode for Black Mirror) - Patrick 29 months ago
Insects I would start offering cultures, which are traditionally already eat insects. Maybe here first with a high price / quality strategy. - Patrick 29 months ago
Thank you for the feedback! - Dror 29 months ago

I have tried roasted crickets as a snack at a conference in Finland. It was actually much easier to get over the 'bug barrier' than what I thought. Taste was rather pleasant as well. They seemed very popular - people were keen to try. Participant profile was pretty close to mainstream business executives / consultants. I did not see or hear any negative comments.

I would not hesitate eating them again. Probably more as a snack - although processed into eg flour, protein mixes etc also sounds good a good option.

Maria Sillanpaa
29 months ago
Thank you Maria Sillanpaa for the feedback! - Dror 29 months ago

Yes I Would but maybe not all kain!

María F Lara
29 months ago
In what form will you eat them? - Dror 29 months ago

Have some input?