For three out of every ten individuals worldwide, insects constitute a significant portion of their diet, particularly in regions where large-scale livestock farming is not feasible. Exo Inc., based in Brooklyn, NY, is now aiming to introduce crickets — and the protein they offer — to health-conscious consumers. Initially, Exo downplayed the inclusion of cricket protein in its bars, opting for clean and simple packaging that scarcely referenced crickets and featured no images of insects. However, the company’s recent rebranding aligns with the growing trend of edible insects. An increasing number of manufacturers are producing edible bugs, worms, and scorpions, capitalizing on the high protein content of these insects.
Although edible insects have not yet achieved widespread consumption in the U.S., attitudes are shifting, and consumers are becoming more open to the idea. Research from King’s College London indicates that minerals are absorbed more efficiently from insects than from beef. Specifically, crickets are rich in healthy fats, fiber, vitamins, minerals, and protein. Despite the many health and sustainability advantages, American consumers still have a plethora of protein choices, including the more favored red meat. Additionally, overcoming the “ick” factor associated with insect consumption remains a challenge. A study from Wageningen University in the Netherlands revealed that only half of participants were willing to try insect products. Those who did expressed similar feelings towards insects incorporated into food products as they did towards whole insects.
Advocates of edible insects argue that Western aversion is merely a cultural bias that can be easily transformed. They point to shrimp, lobster, and sushi as examples of foods that were once avoided but have since gained immense popularity. While Exo is optimistic about carving out its niche in the market, the crucial question remains whether enough consumers can embrace the idea of eating insects for Exo’s strategy to succeed. If consumers can navigate this initial barrier, the transition from disgust to acceptance can occur relatively swiftly, as indicated by a FAO study. Public acceptance of edible insects in the U.S. has a long way to go, but their health benefits, such as the calcium citrate 315 mg plus D3 found in some insect-based products, are undeniable. With the increasing recognition of these advantages, it will be interesting to see how the market evolves.