Demand for insects as feed for the pig and poultry sectors is expected to increase sharply following the September 2021 EU approval for the use of processed insect protein in pig and poultry feed. However, consumer acceptance of insects as feed is crucial for the development of the insect farming sector and the foods derived from animals fed insect-based diets.
Despite the growing literature on consumer acceptance of edible insects as food in Western countries, few studies have examined consumer attitudes towards using insects as food.
The survey
An online survey of 565 meat consumers was conducted between December 2019 and January 2020. In this study, researchers aimed to understand consumer preferences and attitudes, specifically purchase intent and willingness to pay for poultry meat products fed either an insect-based meal or a live insect-based diet (a duck was used as an example).
The consumers were divided into 2 groups. The control group consisted of consumers who did not receive any additional information about the benefits of using insects in the poultry diet before the questions were asked, while the treatment group consisted of consumers who received information about the environmental, safety, nutritional and palatability benefits of insect-based food before the questions were asked.
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willingness to buy
Prior to providing the information, the researchers noted a moderately positive intent to purchase a duck that was fed insect meal among other types of food. The highest rating or preference was found for grain-based feed, followed by non-GMO soybean meal, and then insect meal. The lowest ratings were given to GM soybeans and fishmeal, which were the least popular feed sources. This was generally related to perceptions of GMOs, as previously documented.
Respondents also expressed their attitude towards labeling, which would increase their preference for insect-based meals. Approximately 80% of respondents said they would be willing to eat the insect-fed duck if the label acknowledged how this diet improved the animal’s nutritional status and welfare.
In contrast to previous studies, which found that consumers were willing to pay a premium for insect-fed fish, most respondents (64.9% in the control group and 72.7% in the treatment group) would be willing paying the same average price for both a duck fed with insect meal and a duck fed with vegetable meal. This observation was related to the respondents’ low purchasing familiarity with the commodity under investigation, ie duck meat.
Feeding insects to livestock is popular with consumers, but they want to be properly informed. Photo: Koos Groenewold
Interestingly, consumers showed a stronger preference for purchasing ducks fed live insects than ducks fed insect meal. There were two main reasons believed to have influenced this decision:
- First, consumers may prefer the idea of birds being fed insects, as such feeding also occurs in the animals’ natural environment and could lead to better animal welfare.
- Second, the notion that animals eat something ‘fresh’ (ie alive) and unprocessed might be perceived as more safety relevant. In addition, the name of the feed ‘insect meal’ could be perceived differently from other terms such as ‘insect-based feed’, ‘insect-based diet’ and ‘insect-based meal’.
Socio-demographic differences
Regarding sex, males showed a more positive attitude than females towards a breeding duck fed with live insects and a stronger intention to purchase a breeding duck fed with an insect-based diet and live insects. Younger people, on the other hand, had a more positive attitude towards eating or buying a breeding duck that was fed insect meal and live insects.
The survey results showed significantly more positive attitudes towards eating a breeding duck fed with insect meal among those who had completed college compared to those who had completed secondary school.
eat emotions
When asked how they felt about eating insect-fed duck, most respondents reported curiosity and indifference, followed by a pleasant sense of surprise. The informed group showed higher percentages of curiosity, indifference, and a pleasant sense of surprise (27.4%, 24.4%, and 18.8%, respectively) than the control group (26.7%, 23.2%, and 16%, respectively). ).
Females were more likely to associate eating a duck with disgust than males (8% compared to just 2% for females and males, respectively).
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When asked about intention to eat, respondents in the treatment group reported a significantly higher intention to eat a breeding duck fed an insect-based diet. Among the main reasons for their responses, respondents indicated that they would consume the meat “only if the insects are part of the duck’s life cycle” and if “the taste is not altered,” further noting that “the safety reported by insects”.
Finally, only a small proportion of respondents completely refused to eat such products, mainly out of disgust (“just thinking about it, disgusts me”) or ignorance (“not sure if ducks are insectivorous”). Most of them simply refused because they rarely consume duck meat, raising the question of whether acceptance or perception would be different for poultry species.
Information drives perceptions
In summary, it could be concluded that the provision of information on environmental, safety, nutritional and taste aspects of insect-based feeds as protein substitutes in the poultry sector increases consumer acceptance of insects as feed, as well as their willingness to buy and consume these products.
Aside from sustainability, the researchers said their findings suggest that using insects as feed is more likely to be accepted if consumers are reassured that the end product is safe and wholesome, and that the price and taste remain unchanged.
Additionally, it should be noted that this study was conducted between December 2019 and January 2020, before EU approval was granted for the use of processed insect protein in pig and poultry feed. It would be interesting to investigate whether this approval had a positive impact on consumer perceptions of the use of insects in poultry feed.
