Edible Insects: Study Reveals Key Factors in Consumer Acceptance

A study by Concordia University student Nadezhda Velchovska found that 44% of Canadian adults are open to eating insects. Published in Scientific Reports, the research suggests that while emotional disgust remains a primary barrier, acceptance increases when insects are integrated into familiar food forms and presented as a sustainable environmental alternative.

Between October 2024 and February 2025, Velchovska surveyed 252 Canadian visitors over the age of 18 at the Insectarium de Montréal. The research, supervised by Rassim Khelifa, an adjunct professor in the biology department at Concordia University, sought to gauge public interest in entomophagy, or the consumption of insects.

The findings reveal a gap between general curiosity and daily habit. While 44% expressed openness—with 18% having already eaten insects and 26% willing to try them—only 27% were inclined to include them in a daily diet. Furthermore, just 17% of participants expressed a willingness to prepare insect-based meals at home.

Why is disgust the biggest barrier to eating insects?

According to Velchovska, the primary obstacle to insect consumption is “clearly the disgust.” Many people associate insects with being dirty, dangerous, or non-edible, which she describes as largely cultural reactions.

These emotional responses often override logical benefits. Even when participants understood the nutritional or environmental advantages, the emotional reaction remained strong. Concerns regarding food safety and a general fear of insects also play significant roles in this resistance.

Did You Know? The study found that 44% of participants were open to eating insects, but this group was split between those who had already tried them (18%) and those simply willing to try (26%).

How does the form of the food affect acceptance?

The physical appearance of the product is “essential” to whether a person will eat it. Velchovska noted that people are more open to insects when they are integrated into familiar foods, such as flour, bakery products, or protein bars.

This trend was particularly evident among younger adults. Velchovska summarized the psychological hurdle simply: “The less you see the insect, the easier it is to eat.”

Expert Insight: Samantha Carter notes that the tension between environmental logic and visceral disgust represents a significant psychological hurdle. For insect-based proteins to move from a novelty to a staple, the industry must prioritize “invisible” integration to bypass the brain’s immediate disgust response.

Do age and education influence eating habits?

The study challenged the idea that only young adults are interested in insects. Instead, Velchovska found that interest depends on the specific product offered to different age groups.

Novel food: Edible Insects for Human Consumption

For example, adults around age 50 showed more interest in traditional items like casu marzu—an Italian cheese containing larvae—than in modern protein bars. Gender also played a role, as men were generally more inclined to consume insect products and reported more previous experience with them.

Education also correlates with openness. Participants with graduate degrees showed a greater willingness to experiment with insect ingredients, particularly in a home culinary context. This specific trend was most prominent among women.

What happens next for insect-based diets?

As global food systems face environmental pressures similar to those affecting meat production, insects may become a more viable option. They are considered a sustainable alternative because they require less land, less water, and less feed to grow.

For entomophagy to grow in popularity, the industry may need to prioritize transparency. According to Velchovska, future success is likely to depend on clear communication regarding food safety, the origin of the insects, and their specific nutritional value.

Frequently Asked Questions

What is the main reason people avoid eating insects?
The primary obstacle is a feeling of disgust, often rooted in cultural associations that insects are dirty or dangerous, alongside fears regarding food safety.

Which types of insect-based foods are most acceptable to consumers?
People are more likely to accept insects when they are hidden in familiar forms, such as protein bars, flour, or baked goods.

Does a person’s education level affect their willingness to eat insects?
Yes, the study found that individuals with graduate degrees were more open to experimenting with insect-based ingredients, especially when cooking at home.

Would you be more likely to try insect protein if it were blended into a familiar food like bread or a protein bar?