Naranjo-Guevara, N., Stroh, B., & Floto-Stammen, S. (2023). Packaging Communication as a Tool to Reduce Disgust with Insect-Based Foods: Effect of Informative and Visual Elements. Foods, 12(19), 3606.
Important: While based on the work performed by the above researchers, this article is a unique piece of content created by Intersect, designed to offer a summary of important takeaways for busy readers.
Table of contents
- Introduction
- Materials and methods
- Results
- Discussion
- Conclusion
Introduction
It highlights the sustainability, environmental friendliness, and cost-effectiveness of insects as a source of high-quality protein compared to meat but notes that acceptance of edible insects in Western societies is low due to the disgust factor.
Disgust is identified as the main barrier to the acceptance of edible insects and is influenced by cultural and personal experiences.
The paper:
- Emphasizes the need for targeted marketing strategies to tackle and minimize disgust in order to encourage greater acceptance and consumption of edible insects in Western countries.
- Suggests that marketing communication can help overcome the disgust barrier and influence consumer behavior
- Underlines previous research indicating that the disgust response towards insect-based food is triggered before individuals actually taste the product, and 90% of purchase decisions are made after the shopper has examined the product package.
This study proposes that investing in packaging design could increase the appeal and marketability of insect-based food products, potentially making them more appealing and accessible to a broader range of consumers and increasing sales.
It thus aims to examine the influence of various informative elements on packaging, such as labels, claims, imagery, and transparent windows, on consumer perceptions and behavior, particularly in the context of edible insects.
Materials and methods
The research used an online questionnaire in German language to gather data through social networks, including Facebook, Instagram, and WhatsApp, as well as specialized survey platforms.
The sampling procedure aimed to represent a cross-section of society, excluding those who do not like chocolate bars to ensure measured disgust was not due to aversion to the product category.
- The study received 422 responses, with participants' mean age of 38 ± 7.2 years, ranging from 18 to 78 years.
- The sample consisted of 49% males and 43% females, with 7.7% belonging to diverse groups or not responding.
- Participants were shown different insect chocolate bar packaging and asked to assess factors like visual appeal, taste expectations, food safety concerns, and purchase probability using a seven-point Likert scale.
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Definition |
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Likert scale A Likert scale is a psychometric scale commonly used in questionnaires to measure attitudes or opinions, typically featuring a range of responses from "strongly agree" to "strongly disagree." |
Overall, the research aimed to understand the impact of packaging elements and communication on consumer responses towards insect-based food, providing insights into factors influencing disgust and purchase probability.
Results
Key figures
- The results of the study indicate that the majority of respondents (83%) had never tried insect-based food before, while only 17% had tried it once or several times.
- The level of food neophobia, or fear of trying new foods, among the participants was relatively low, with only 2% expressing a high level of unwillingness to try unfamiliar foods.
- The majority of respondents (83%) fell into the "medium" level of food neophobia, stating that they like to try new foods if they are similar to familiar products.
- A smaller proportion (15%) expressed a low level of food neophobia, indicating that they like to try new foods, even if they are completely novel.
These findings suggest that while edible insects may still be unfamiliar to many, a significant portion of the population is open to trying new and unfamiliar food options, particularly if they are similar to more familiar products.
This highlights the potential for increased acceptance and adoption of insect-based foods in the future.
Effectiveness of the Packaging Elements on Disgust Reduction
The research examined the effectiveness of different packaging elements on reducing disgust and increasing purchase probability.
When compared to the control, the average appeal was significantly higher for packaging with serving suggestions, chocolate bars, and non-insects, followed by packaging with a transparent window, serving suggestions, chocolate bars, and insects, and those with taste claims.
Packaging with organic labels, Entotrust labels, and sustainability claims had the same appeal score, while packaging with a cricket image had the lowest score.
Taste expectations were significantly higher for packaging with serving suggestions, chocolate bars, and non-insects, as well as for those with a transparent window and taste claims.
The highest perceived food safety scores were for packaging with organic and Entotrust labels, followed by packaging with serving suggestions, chocolate bars, and non-insects, and those with a transparent window and taste claims.
All packaging showed significantly different purchase probabilities from the control, with the highest purchase intentions for packaging with a transparent window and packaging with serving suggestions, chocolate bars, and non-insects.
Discussion
The research paper examines strategies to improve consumer acceptance towards insect-based food products.
The study investigates how various labels (organic and entomophagy-related), claims (taste, nutrition, and sustainability), and visual elements (pictures, transparent windows) affect German consumers' perception and acceptance of insect-based chocolate bars.
The findings show that the organic label and the new Entotrust label positively influence the perceived food safety of the insect-based products, confirming the first hypothesis. However, the labels did not significantly impact taste expectations.
The study suggests that while claims related to taste can increase product appeal, sustainability and nutrition claims have a limited effect in reducing disgust towards insect-based foods
The research also demonstrates the nuanced impact of visual elements on consumer responses.
While an image of a real insect increased disgust, the inclusion of familiar food ingredients (chocolate, hazelnuts) alongside the insect image positively influenced the product's appeal and taste expectations.
This indicates that specific visual cues can either amplify or mitigate feelings of disgust towards insect-based foods.
The authors conclude that marketing efforts should prioritize highlighting the hedonic properties of insect-based products over emphasizing their sustainability and nutritional benefits to address the aversion commonly associated with entomophagy.
Conclusion
The research paper examines product packaging strategies for insect-based foods with the objective of enhancing consumer acceptance and minimizing the disgust factor.
It offers practical recommendations for the design and communication elements of packaging, particularly focusing on the implications for managers and marketers in the marketing of insect-based food products.
- The study reveals that incorporating product pictures showcasing familiar ingredients can enhance consumer acceptance, while claims about taste can create positive taste expectations and reduce disgust.
- Additionally, transparency on the packaging, certification labels, and avoiding images of real insects are crucial to building trust and increasing perceived food safety of the product.
The findings emphasize the significance of aligning these recommendations with corporate strategy and design and highlight the limitations of the study, suggesting a need for future research on specific product categories and cross-cultural studies to understand insect-based food acceptance across different consumer groups.
