Insects as a sustainable food ingredient: Identifying and classifying early adopters of edible insects based on eating behavior, familiarity, and hesitation
Dominic Rovai, Elizabeth Michniuk, Elizabeth Roseman, Samir Amin, Ruta Lesniauskas, Kristine Wilke, Jeff Garza, Amy Lammert
Abstract
Abstract This study identifies early adopters of insects as a food ingredient. An online questionnaire was created using Red Jade software, and distributed through social media (Facebook, Instagram, and Reddit), email, and personal communication. Participants ( n = 462) were segmented based on responses to six questions about willingness to consume insects. Responses were standardized within participants to account for differences in scale usage and participants were segmented using a partitioning around medoids (PAM) clustering algorithm in R Studio. Segmentation identified four clusters of participants: No‐thank‐you's ( n = 130), Hideaways ( n = 169), Daredevils ( n = 59), and Peekaboo's ( n = 104). For products containing whole insects (roasted or in a dish), Daredevils and Peekaboo's are early adopters. For products containing nonvisible insects, Daredevils, Peekaboo's, and Hideaways are early adopters. No trends were observed between traditional demographics (age and gender) and willingness to try insects, but willingness to try insects appeared to be related to familiarity with insect consumption, and lack of dietary restrictions. Practical Applications Despite the sustainability benefits of insects as a food source, they have yet to achieve widespread adoption in developed countries. This may be due to the lack of exposure in developed cultures, and the hesitation to try foods that are new and unfamiliar. Identifying early adopters of insects as a food source will allow for product development and marketing opportunities toward groups willing to try insects. Increasing familiarity and exposure to insects will allow for easier penetration of insects into the market. The current study identified potential marketing strategies based on the target early adopter group. Daredevils are experience seekers who enjoy trying new things. Thus, marketing a product as a novel experience may be successful for this group. Peekaboo's and Hideaways are more health and sustainability conscious, so product development and marketing of insect products as sustainable meat alternatives may be successful in targeting these groups.