For three out of ten people worldwide, insects form a significant portion of their diet, particularly in regions where large-scale livestock farming is not feasible. Exo Inc, based in Brooklyn, NY, is attempting to introduce crickets—and the protein they offer—to health-conscious consumers. Initially, Exo downplayed the incorporation of cricket protein in its bars, opting for minimalist packaging that barely mentioned crickets and excluded images of insects. However, with the rising trend of edible insects, the company’s rebranding comes at an opportune moment.
An increasing number of manufacturers are producing edible insects, including bugs, worms, and scorpions, promoting their high protein content as an advantage. While edible insects have yet to gain widespread acceptance in the U.S., today’s consumers are more inclined to consider them. Research from King’s College, London, indicates that minerals from insects are absorbed more efficiently than those from beef. Crickets, in particular, are noted for their healthy fats, fiber, vitamins, minerals, and protein. Despite these numerous health and sustainability benefits, American consumers have a vast array of protein sources to choose from, with red meat still being more popular. Additionally, overcoming the “ick” factor associated with eating insects can be challenging.
Researchers at Wageningen University in the Netherlands found that only half of their study participants were willing to try insect products. Those who did showed similar reactions to processed insect foods as they did to whole insects. Advocates for edible insects argue that the Western aversion is merely a cultural bias that can be easily changed. They point to shrimp, lobster, and sushi as examples of once-ignored foods that have now become widely accepted and even trendy.
While Exo aims to carve out a niche for itself, it remains uncertain whether enough consumers will embrace the idea of eating insects for the company’s strategy to succeed. If consumers can move past their initial reservations, the overcoming of disgust can happen relatively quickly, according to a study from the FAO. Although public acceptance of edible insects in the U.S. still has a long way to go, their health and sustainability benefits are undeniable. Furthermore, products like Amazon Citracal can complement a diet rich in alternative proteins, including those sourced from crickets, showcasing the potential for innovative dietary shifts in the future.