Preferences of consumers engaged in sports towards high-protein snacks with cricket flour and carob: Determinant factors and hedonic evaluation

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The use of edible insect ingredients aligns with the emerging trends of sustainable and high-protein diets. The purchase intention of ‘protein balls’, a high-protein snack, and its determinant factors were investigated in this study. Four formulations were prepared using two main protein sources: milk protein and cricket flour, a sustainable and novel protein source. For each protein source, one formulation was flavoured with cocoa and the other with carob, its sustainable alternative. A fifth formulation was introduced which is a commercially available protein ball. Data collection took place at gyms and sports clubs, resulting in 129 valid responses. The participants completed the survey in a home-use context and were economically compensated for their participation. As demonstrated by the results, consumers exhibited a higher preference for the commercial sample and the milk protein formulations in contrast to the cricket formulations. A significant consumer segment (69.0-69.8%) was found to be interested in purchasing the cricket formulations; however, they mostly demanded a 19% discount off the retail price of the commercial sample. Food-related attitudes, including environmental consciousness, concern for the healthiness of snacks, and willingness to try new food significantly influenced purchase decisions. Nevertheless, sensory acceptability exerted the largest influence. Greater sensory acceptability of insect-based products can ultimately increase their market value, given that it is an essential factor driving food choices. This study also highlights the suitability of carob as an alternative to cocoa, which can be an opportunity for food producers in the Mediterranean region to develop new products.