Product appropriateness, willingness to try and perceived risks of foods containing insect protein powder: A survey of U.S. consumers

Abstract As a sustainable alternative to livestock consumption, insect protein has applications beyond meat substitution. However, strategies to normalise entomophagy in the United States have been less explored than in Europe. Two online surveys ( N = 1005 U.S. consumers) identified the most appropriate products, from a list of 30, for insect protein powder incorporation by evaluating willingness to try (WTT). Consumers reported perceived risks for negative WTT, and the effect of entomophagy benefit information (EBI) on WTT was measured. Overall, 72% of consumers were willing to consume at least one insect‐containing product. The three most appropriate products were protein/energy bars, chips/snack crackers and protein shakes. Bakery/cereal products garnered positive WTT by >54% of consumers, followed by snacks/candy (53%). Unfamiliarity with insects as food was the most cited risk. EBI presentation significantly increased ( α < 0.05, McNemar’s test) positive WTT for all products. Once unfamiliarity is overcome through trial, negative emotions and concerns about sensory quality can be addressed.