Foods with insects? The largest survey conducted so far in Italy – whose results we publish as a national preview – shows that 1 in 5 consumers is willing to taste. Possibly in the form of protein flours added to other foods, as is common in other European countries.
Foods with insects, why?
The conversion rate of insects (from feed to product) expresses extraordinary efficiency, unknown to the rest of the animal world. With equally significant and important water savings, considering that the OECD forecasts an increase in water deficit in Italy of up to 25% in the coming years. Not to mention the need to feed a growing global population that is increasingly hungry.
Nutritionally, insects provide quality proteins (with appreciable levels of essential amino acids) as well as minerals such as iron, potassium, phosphorus, calcium. They represent a highly sustainable food source and, although still far from our habits, can be added in the form of flour in various food matrices starting from baked goods, pasta, snacks and foods aimed at athletes.
From entomology to entomophagy, the author of the research (Carlotta Totaro Fila) therefore conducted an online survey, with the support of Great Italian Food Trade. With the aim of verifying the concrete willingness of Italian consumers to taste foods containing insect flour. More than 1900 respondents nationwide.
Food with insects, 1 Italian out of 5 is willing to taste
Beyond the celebration of their own heritage of food culture, which can only compete with the Chinese one, Italians reveal a good dose of pragmatism. To the point that, among the 1554 responses used for the statistical model analysis, 20% showed a strong propensity to taste foods supplemented with protein flours from ‘little animals’.
I drivers of choice four main ones emerged:
1- ‘Convenience’ factor. That is ‘convenience’ in the broadest sense, the availability of a product that tastes good and is easy to consume, at a good quality-price ratio,
2- Safety factor. Contrary to what one might imagine, consumers appreciate the idea of animal protein sources free from antibiotic residues, controlled and safe,
3- Nutrition factor. The extraordinary richness in proteins and microelements (such as iron, potassium and phosphorus) is appreciated,
4- ‘Made in Italy’ factor. The Italian origin of the food is a reason for attraction, and this potential claim was included to measure its importance in determining the propensity to taste.
The interviewed consumers were divided into 6 groups, after analyzing their propensity to travel, meat consumption, attitude toward sports, education level, any allergies, gender and other socio-demographic factors. Some groups remained indifferent or little inclined to taste these foods. Attention is focused on the two groups of ‘candidate tasters’.
The most distinctly oriented group to consume foods with insect flours is mainly made up of men residing in the North, with a high education level (degree or master). They are interested in rewarding a product rich in protein with low environmental impact and micronutrients, without paying much attention to the ‘100% Made in Italy’. They have traveled to exotic locations, tasting foods foreign to our culture but typical of local ethnicities. And they have already tried, even occasionally, ‘unusual’ foods such as snails, frogs or cheese with worms. They are sensitive to environmental issues and omnivorous, in the sense of consuming meat like the average of the sample. They practice regular sporting activity and have already purchased high-protein products to help them get fit. No food allergies declared.
The second group of consumers very devoted to tasting has a different profile and some more resistance. The dominant factor of choice for these subjects is safety, also understood in terms of absence of antibiotic residues in the finished product. They are mainly women over 45 years old living in the Center-South. Education level lower than that of the first group, marked sensitivity towards environmental protection and sustainability. Regular sports practice but not accompanied by hyper-protein foods, meat consumptionbelow the sample average. Rare experiences of exotic travel.
Carlotta Totaro Fila and Dario Dongo
Food technologist, over 15 years of experience in Big Food, now completing an Executive MBA at SDA Bocconi.
Dario Dongo, lawyer and journalist, PhD in international food law, founder of WIISE (FARE - GIFT – Food Times) and Égalité.
