The Effect of Labelling and Visual Properties on the Acceptance of Foods Containing Insects

Introducing insects as a source of nutrients (e.g., protein) plays a key role in many countries’ environmental policies. However, westerners generally reject insects as an ingredient of food products and meals. The aim of our study was to assess if explicitly labelling food as containing insects and/or implying it by manipulating the appearance of food influences the participants’ perception of food products or their behavioral reaction to such products. Participants were asked to try a range of foods, none of which contained ingredients derived from insects. However, the experimental conditions varied with regard to food labelling (insect content) and appearance (traces of insect-like ingredients). We observed the participants’ non-verbal behavioral reactions to the foods. Next, the respondents filled in a questionnaire evaluating the food’s properties. Additionally, we asked the participants to fill in a set of questionnaires measuring other variables (food neophobia, disgust, variety seeking, etc.) The results showed that products labelled as containing insects are consumed with reluctance and in lower quantities despite their appearance. In addition, people with lower general neophobia and a higher tendency to seek variety tried the insect-labelled samples sooner than people from the other groups. Recommendations for marketing strategies are provided.