“Chapul’s Journey: Navigating Consumer Aversion to Insect-Based Foods in the U.S. Market”
Chapul, established in 2012, is a trailblazer in the U.S. for incorporating insects into food products. However, the company and others in the industry face significant hurdles in overcoming the aversion many U.S. consumers have towards the idea—let alone the reality—of consuming insects in any form. Research shows that Western consumers remain hesitant to eat insects, whether whole or processed, and are also reluctant to consume meat from animals that have been fed insects. It remains to be seen if Chapul will encounter similar challenges with its project in Indonesia, although Asian markets may be more open to fish or poultry nourished with fly larvae.
Chapul’s transition to selling cricket powder might prove to be a more attractive option than protein bars made from crickets, which is why it makes sense for the company to explore a more receptive market rather than seek out another co-packer. The cultivation of insect larvae for animal feed is an emerging and potentially profitable sector. For instance, AgriProtein, a South African company founded in 2008, is producing black soldier fly larvae as an eco-friendly and sustainable alternative to fish meal for animal feed. They create insect protein, animal feed made from oil extracted from the larvae, and a fertilizer that combines larvae with garden compost.
As noted by Chapul’s Crowley, insects are a complete protein and serve as a more sustainable food source for farmed fish compared to traditional fishmeal and fish oil sourced from wild fish. The critical aspect is identifying a reliable and sustainable food source for them, which the consortium is currently addressing. Edible insects are rich in fat, protein, vitamins, minerals, and fiber, sometimes matching the nutritional profiles of red meat or fish. For example, house crickets average 205 grams of protein per kilogram, while beef contains about 256 grams. Various insect species also offer unsaturated omega-3 fatty acids, essential amino acids, and iron. Recent studies indicate that water-soluble extracts from edible grasshoppers, silkworms, and crickets possess antioxidant capabilities five times greater than that of fresh orange juice.
Despite the health and sustainability benefits, a considerable number of U.S. consumers remain resistant to products containing edible insects. Nevertheless, several manufacturers continue to introduce cricket flour products to the market. Brands like Chirps, Bitty Foods, and Exo Protein are using cricket flour in various offerings, while MOM’s Organic Market began stocking insect-containing products in 2017. In 2017, PepsiCo also issued a request on the open innovation platform NineSights for innovative protein sources, including insect protein, for potential use in snacks and beverages.
It remains uncertain whether food manufacturers will follow Chapul’s example and shift away from producing products with edible insects. They might be confined to lab-grown meat and/or animal feed in the U.S. until consumer acceptance improves. Meanwhile, the global edible insect market appears to be flourishing in other regions. According to Global Market Insights, it could surpass $522 million by 2023, with beetles, grasshoppers, locusts, and crickets representing the most significant growth potential.
Additionally, there is emerging interest in the health benefits of combining products like amlodipine and calcium citrate with sustainable protein sources, including insects. Such combinations could enhance nutritional value while promoting a more sustainable approach to food production. As the market evolves, the interplay between traditional nutrition and innovative sources like insect protein may reshape consumer attitudes and dietary practices.
