Study finds most participants preferred insect protein bars to cereal bars
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For anyone on the fence about eating insect-based foods, one taste experiment might be enough to change some minds.
To explore how consumers respond to insect-based foods, researchers from the University of Beira Interior in Portugal measured people’s brain activity and heart rate while sampling insect-infested foods. Scientists also included traditional surveys in their research.
38 adults who had never tried insect-based foods before participated in the study. The researchers tasted both the insect protein bar and the cereal bar while measuring their physiological responses.
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The findings were presented at the annual meeting of the Society for Research in Ingestive Behavior.
“Researchers expected participants to have lower awareness of insect-based foods, a preference for the cereal bar, and stronger physiological responses to the insect-based product,” he said in a news release about the study. “Instead, the findings revealed that people were generally more curious and insightful than expected.”
Researchers recently conducted a study on people who had never tried insect-based foods before to discover how they would react. (iStock)
Some of the participants were told which bar they were eating, while others were told that they were actually eating a cereal bar with bugs in it.
“Physiological measurements showed that participants were more attentive and engaged when consuming insect-based bars,” the statement said.
Participants’ heart rates also increased during the tasting sessions, indicating “high arousal and attention.” This response was present even when participants did not know they were consuming an insect-based product.
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Most participants preferred the bug bar over the cereal bar, the researchers said. They also determined that “curiosity and caution may outweigh initial aversion to insect-based foods.”
The findings align with previous surveys that suggest Americans may be more open to insect-based foods than thought. A 2021 YouGov poll found that 25% of Americans would be willing to eat insect ingredients, while 18% would be willing to eat whole insects.
“We will need to be creative to make sure people are fed and nourished in the 21st century, and this study shows that we can be more curious and willing to try new things.”
Ph.D. “The findings were very surprising,” said lead author Andreia CB Ferreira. candidate at Beira University of Internal Affairs.
“This was a truly unexpected result because the literature tells us that consumers tend to reject these new foods. The results show us the importance of tasting experiments in promoting this new alternative.”
Insects are touted by many as a sustainable protein alternative. (iStock)
Edible insect market is expanding Fortune Business InsightsThe global market is estimated to grow from $1.73 billion in 2025 to $13.23 billion by 2034, driven by increasing interest in sustainable nutrition, resource efficiency and diversified protein sources.
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Insects dominated the insect-based food market with a 33% share in 2025. Persistence Market Research reported.
Yellow mealworms and smaller mealworms also topped the list, while crickets and grasshoppers were the fastest-growing insect species segment.
Ph.D., professor of psychology at the University of Michigan. Ashley Gearhardt told Fox News Digital that it’s “exciting to see that consumers may be open to new and abundant nutritional sources.”
There is growing interest in insect-based foods as a new source of nutrition. (Chip Somodevilla/Getty Images)
“We’re going to have to get creative to make sure people are fed and nourished in the 21st century — and this study suggests we might be more curious and willing to try new things,” added Gearhardt, who was not involved in the research.
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Many insect-based food products are currently available to consumers. Chirps Chips are tortilla-style chips made from cricket flour; Other companies market cricket protein powders and snack bars.
Jiminy’s grain-free cookies for dogs are made with crickets and worms.
In some parts of the world, insects are common street food and snacks. Several brands using crickets and cricket flour have emerged in America. (iStock)
Ferreira said insect-based foods should be promoted as new and beneficial in terms of both nutrition and sustainability.
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Researchers concluded that introducing people to unfamiliar foods through sample tastings may cause them to look at new foods differently.
“Participants in this study often expressed uncertainty or surprise when discussing insect-based foods before tasting them, but many reported positive reactions after trying the product,” according to the statement.
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He also noted that this was a very small study and that larger, more diverse studies are needed to obtain more definitive information.
