“The motivators and barriers reveal an interesting interplay.”
That tension, between curiosity and disgust, may explain why insect-based foods have struggled to gain traction in North America despite their nutritional and environmental potential.
A new study from Concordia University found that while 44% of surveyed adults said they would be open to trying insect-based foods, only 27% were willing to make them a regular part of their diet. The difference highlights a familiar gap between curiosity and long-term behavior when it comes to food.
Researchers surveyed 252 adults visiting the Montreal Insectarium, asking about their willingness to try foods made with insects like crickets, ants and grasshoppers. Curiosity emerged as the strongest motivator, cited by about 42% of participants. Perceived health benefits, sustainability and taste also played a role.
The biggest barrier was much simpler.
Disgust.
About 70% of respondents said it was the main reason they would avoid insect-based foods, followed by fear, uncertainty about safety and general health concerns.
Presentation turned out to be just as important as perception. A large majority of participants, 87%, preferred products where the insect ingredient was not visible. Foods like baked goods made with cricket flour or protein bars were far more acceptable than items where insects could be seen.
Two-thirds of respondents said they would consider trying bread or baked goods made with insect-based flour. In contrast, 82% said visible larvae in a food product would make them less likely to eat it.
“If we want to encourage entomophagy, the best way would be to convince the public of the health benefits and sanitary conditions in which these insects are farmed.”
The findings suggest that acceptance may depend less on the idea of eating insects and more on how those foods are introduced. Familiar formats, like flour or protein bars, may lower the psychological barrier, while visible insects trigger stronger aversion.
The researchers also found that willingness varied by demographic factors. Men and those with higher levels of education were more likely to try insect-based foods, and prior experience with eating insects increased openness over time.
While insects are often discussed as a sustainable protein source, the study points to a more immediate reality: adoption is not just about availability or nutrition. It is about perception.
The research is based on a relatively small, self-selected group and reflects stated preferences rather than actual eating behavior. Still, it offers insight into how people approach unfamiliar foods and what might make them more acceptable.
In other words, people may be more willing to try something new than expected. They just may not want to know exactly what they are eating.
This study was conducted by researchers at Concordia University and published in a peer-reviewed journal. It was supported by Canada’s Natural Sciences and Engineering Research Council.