Foods based on insect flour are no longer an insurmountable taboo for the Italian diet. From the University of Bergamo news arrives that was unthinkable until some time ago: 1 out of 3 Italians is inclined to buy foods that contain edible insects. Most of them would for satisfy one's curiosity and to experiment with innovative foods. It is what emerged from "Insect Food and Consumers", a survey carried out by the University of Bergamo to explore consumer sentimentie presented at the conference "Insect-based foods: what do consumers think?", held at the Department of Business Sciences, with the participation of Giovanni Malanchini, councilor of the Lombardy Region, of IPIFF - International Platform of Insects for Food and Feed and of Alia Insect Farm. An investigation that debunks false myths and opens up important reflections.
With the entry into force in 2018 of the European legislation (EU Reg. 2015/2283) the consumption of insects and their belonging to the category of "Novel Food" was legitimized. Long overdue decision considered as the sector has grown considerably in recent yearsthe. And it is estimated that it can grow further: in Europe, in particular, the market value of novel food is preparing to triple, going from 82 million dollars in 2018 to 261 million expected in 2023, opening up important opportunities for companies. Currently, the European insect sector consists mostly of small and medium-sized enterprises such as start-ups, but also large companies which previously were active in different sectors such as pet food. As highlighted by IPIFF, a non-profit organization that represents the interests of the insect producers sector, production is based on a few thousand tons (volumes intended for both the feed and food sectors), while investments have already exceeded 1 billion euros e and estimated to reach 3 billion in 2025. The insect sector will catch up by 2030 over 30 full-time employees. An interesting opportunity for the made in Italy supply chain, therefore, which already has adequate skills and, as emerges from the research of the University of Bergamo, also consumers inclined to buy.
The Novel Food market in Europe has tripled in five years, it will reach 261 million euros in 2023
Although previous research in Italy has highlighted a reduced willingness to buy or taste insect-based foods, in fact, the new data show a different and substantial attitude: as many as one Italian out of three is in favor of the consumption of insect food. The survey was conducted on a sample of 1170 individuals representative of the Italian population, whose data was collected in a time interval between October 2021 and September 2022. Based on the answers obtained from the questionnaires administered, in particular, it appears that 9% of the interviewees would be "highly inclined" to consume insect food and 21% "on average inclined", while the remaining 70% say they are not inclined.
The research of the University of Bergamo therefore helps, for the first time, to profile the characteristics of consumers, jointly considering the attitude towards the product, social influence, perceived control and some of the main motivational drivers that can lead to purchasing, especially hedonic, ethical and health-related ones. To understand how purchase intentions are actually distributed in the sample and how much they influence its composition, the research has identified four homogeneous groups for socio-demographic, behavioral and psychological characteristics: "progressives", "invincible", "hedonists" and "followers".
The "progressive", "invincible", "hedonistic" and "follower" consumers and their choices. The most reluctant women
The "hedonists" (15% of the total number of respondents, 181 individuals), in particular, are among the most open upon purchase. They are mainly men, up to 25 years of age, mostly omnivores, with a medium level of education and an active life (they claim to play sports up to 5 times a week). Compared to the other clusters, they record the highest percentage of subjects who have already had past experience with insect-based food consumption, and the lowest interest in the dimensions of healthiness and ethics in food decisions.
Equally interested in insect food are the "progressives" (18%, 208 subjects): people over 40, equally divided between men and women, mostly freelancers and entrepreneurs and a university level of education. They define themselves as omnivores and practice individual sports with an average of 1 or 2 times a week. They are the most interested in trying unusual and new foods and make food purchasing choices that take into account the health properties of foods and their ethical dimension.
The least interested in insect food are the “inconvincible” and the “followers”. The "inconvincible" (33%, 391 participants), composed mainly of women, aged between 18 and 25, with a medium-high level of education, are omnivorous and have no previous experience with insect-based food. They don't want to explore new foods and have little interest in the health dimension of foods. The seconds, that is the "followers" (33%, 390 consumers), are mainly represented by women, over 26, with intermediate education and sedentary. Interested in the wholesomeness and ethical dimension of the food purchased, they tend to want to conform to the opinions of others, have never had previous experience with insect-based food and do not want to vary their food consumption.
With Novel Food you can add nutritional benefits to bread, pasta, pizza, biscuits, snacks
Finally, from the transversal analysis of the four clusters, the variables emerge which, according to different degrees, can be positively associated with the intention to purchase insect-based foods. Among these, the following stand out: previous experiences in the consumption of insects: those who have already experimented with foods based on insects are more inclined to repeat the experience; gender, with men more inclined to the possibility of buying insect-based foods; the propensity for change: the most curious subjects are more open to entomophagy.
A concrete example of doing business in the sector comes from Alia Insect Farm, an agricultural start-up engaged since 2020 in research and development activities in the short-chain novel food sector and 100% made in Italy, specialized in the production of atomized cricket powder, obtained exclusively from animals raised in Italy. "New foods" have always been introduced in Europe, and also in Italy, which have since become an integral part of the Mediterranean diet. The edible insects sector can be an opportunity to innovate the sector and to create value in the agro-food chain of novel food made in Italy - commented Carlotta Totaro Fila, founder of Alia Insect Farm.
Novel Food will contribute not only to the well-being of the consumer, but also to that of the planet
By introducing cricket dust into commonly used categories in the percentages permitted by the Implementing Regulations, such as in bread, pasta, pizza, biscuits, snacks, we could add the nutritional benefits of this natural raw material to types of food we already consume normally. Labeled in a clear and transparent way so that the presence of this distinctive and innovative ingredient is clearly evident, the novel foods containing cricket powder will not only be an extra choice for the consumer looking for innovation, new taste experiences, but always attentive to the composition nutritional and safety. Furthermore, these foods have all the credentials to contribute not only to the well-being of the consumer, but also to that of the planet. The Italian mastery in making food with an excellent taste and the food safety that will characterize our products when authorized are the starting requirements for creating new and interesting prospects for the entire Italian agro-food sector».
