• Energy Research

The demand for mealworms as food is expected to increase over the coming years globally due to the recent sector development; however, consumer acceptance could vary among countries, hence, identifying drivers towards insects as food could help to develop different strategies to increase consumer acceptance, based on the location. Thus, this study aimed to explore consumers’ motivations to accept or reject whole and processed mealworms (Tenebrio molitor) in Belgium, China, Italy, Mexico, and the US (N = 3006). To reach this aim, an online survey with two open-ended questions was performed and responses were categorized into semantic groups based on their meaning. We identified what motivates consumers among different acceptance levels (“Yes, because…”, “Yes, but…”, “Maybe if…”, “No, because…”), and cross-country differences were investigated using hierarchical cluster analysis. “Healthiness” was the most frequent driver to accept whole and processed mealworms, except in Italy. “Aversion” and “dislike” were the most important barriers that led to rejecting these products across all five countries. However, some country differences exist. For example, Italian consumers often reported different motivations to either accept or reject mealworms, e.g., by giving less importance to health-related aspects and by showing more aversion towards the insect compared to the other countries. Reported reasons to reject mealworms were common between the traditional and non-traditional insect-eating countries.

Plant-based food (PBF) is on the rise as an alternative for animal-based food. Europe is leading in the market size compared with the global market. However, the high failure rate for new food products is challenging the success of new PBF in the market. This paper aims to unravel the key success factors (KSFs) from existing brands, contributing to the knowledge on how to achieve success in PBF market. Two subsequent studies employing online surveys were included, which targeted food expert participants. Study 1 focused on the collection of KSFs related to PBF brands utilizing the card sorting approach. Study 2 employed cluster analysis to further investigate the KSFs among different PBF brands. The findings identified six clusters of KSFs under the external and internal factors supporting the success of the PBF brands. Two (‘Consumer’ and ‘Trend’) and four (‘Ideology’, ‘Marketing strategy’, ‘Innovation management’, and ‘Management structure’) clusters were assigned into external and internal factors, respectively. Furthermore, cluster analysis identified four brand clusters: ‘Mature’, ‘Targeted’, ‘Newcomer’, and ‘Established but diversifying’ clusters. Each brand cluster utilized different KSFs into their strategies; however, both external and internal factors were applied, suggesting that there is no one-size-fits-all KSF to succeed in the market.

Consumers are paying more and more attention to ethical and social criteria during grocery shopping. As a result, Fair Trade products which are certified to address global supply chain issues (e.g., forced labor, working conditions, fair pay), are gaining popularity. However, it is unclear to which extent Fair Trade labels might influence how consumers perceive such labelled food products. The aim of this research was to examine the potential effect of Fair Trade labels on several measurements (overall liking, sensory profiling, emotions, willingness-to-pay and kCal estimations). Furthermore, tests were carried out at a sensory lab and at home to examine if the evaluation context might impact the label effect. In total, 179 consumers participated in this study of which 90 carried out the test in the sensory test facilities (central location test—CLT) and 89 at home (home-use-test—HUT). Participants evaluated three pairs of food products (nuts, juice and chocolate) of which one was labelled as conventional and the other one as Fair Trade. However, participants were each time evaluating the same Fair Trade product. Results showed that the Fair Trade label increased the overall liking. For the juice and chocolate, a higher willingness-to-pay was found when the product was labelled as ‘Fair Trade’ while no effect of the label was established for the nuts. The Fair Trade label did not affect the kcal estimation of the samples. The Fair Trade label had a rather limited influence on the sensory and emotional profiling of the food products. Furthermore, the results of the CLT and HUT were highly similar indicating that the evaluation context has little impact on the labelling effect.