Increase the consumer acceptance of insect based food in western European countries: A German and Dutch market study

Abstract

Insects could prove to be a sustainable solution to feeding the growing human population. While insects are already consumed in many countries, the acceptance of insect-based foods is very low in Western European countries. This cross-border study examined how the acceptance of German and Dutch consumers can be increased through marketing measures. To this end, the main factors influencing the assumption were identified. Market research and expert interviews were then carried out. According to the results of this research, consumers prefer insect-based foods in which the insects are not visible. Preference is given to foods that taste like and resemble known products. Disgust and food neophobia were identified as the largest negative factors affecting acceptance. Factors such as the willingness to experiment and positive taste experiences when consuming insects for the first time have been identified as potential drivers for higher acceptance. Based on the results of this work, recommendations for operational marketing measures are discussed