Portugal Study Finds 38 First-Time Tasters Preferred Insect Bars as $13.23 Billion Market Expands
Updated
Updated · Fox News · Jun 15
Portugal Study Finds 38 First-Time Tasters Preferred Insect Bars as $13.23 Billion Market Expands
3 articles · Updated · Fox News · Jun 15
Summary
Thirty-eight adults who had never tried insect-based foods often preferred an insect protein bar over a cereal bar in a Portugal-led study, surprising researchers who had expected stronger rejection.
Physiological data showed higher attention and engagement while participants ate the insect bars, with heart rates rising even when some tasters were told they were eating a cereal bar.
Researchers said the results suggest tasting can reduce initial disgust and make consumers more receptive to insect-based foods, though they cautioned the study was small and needs broader follow-up.
The findings fit earlier signs of openness: a 2021 YouGov poll found 25% of Americans would ingest insect ingredients and 18% would eat whole bugs.
That matters for a fast-growing sector Fortune Business Insights projects will expand from $1.73 billion in 2025 to $13.23 billion by 2034 as demand rises for sustainable protein.