To investigate consumer knowledge, perceptions and sentiment towards edible insects in New Zealand and identify predictors of future consumption to inform sustainable protein development.
A mixed-methods approach was used, combining quantitative survey data (n = 620) with sentiment analysis, logistic regression and linear regression. Participants completed an online questionnaire assessing prior experience, food neophobia and attitudes towards insect-based foods. Word association responses were analysed using term frequency-inverse document frequency and sentiment scoring.
Prior experience with insect consumption, existing knowledge of edible insect species and low food neophobia were predictors of future willingness to consume insects. Despite general openness, sentiment analysis revealed that insect ingredients were described more negatively than plant or conventional meat ingredients, with cricket flour being a notable exception.
Findings support targeted marketing strategies and educational tastings to increase acceptance of insect-based foods, particularly cricket flour and culturally significant species like huhu grubs.
This study analyses consumer sentiment towards insect-based ingredients in New Zealand. It highlights the importance of familiarity and framing in promoting insect-based foods and offers insights relevant to global efforts to normalise entomophagy.
