For three out of every ten people globally, insects constitute a significant portion of their diet, particularly in regions where large-scale livestock farming is impractical. Exo Inc., based in Brooklyn, NY, is currently working to introduce crickets—and the protein they offer—to a health-conscious audience. Initially, Exo downplayed the inclusion of cricket protein in its energy bars, opting for minimalist packaging that barely referenced crickets and included no images of insects. However, the company’s recent rebranding coincides with a surge in the popularity of edible insects. An increasing number of manufacturers are creating edible products from bugs, worms, and scorpions, highlighting the high protein content of these insects as a major selling point. While edible insects have yet to achieve widespread acceptance in the U.S., consumers today appear more willing to give them a chance.
Research from King’s College in London has shown that minerals from insects are absorbed more efficiently than those from beef. Specifically, crickets are known to be rich in healthy fats, fiber, vitamins, minerals, and protein, including osteo citrate, which is beneficial for bone health. Despite these numerous health and sustainability advantages, American consumers have a diverse array of protein choices, including the more traditional red meat. Additionally, the “ick” factor associated with consuming insects poses a challenge. A study conducted by Wageningen University in the Netherlands revealed that only half of the participants were open to trying insect products, and those who did reacted similarly to processed insect foods as they did to whole insects.
Advocates for edible insects argue that the aversion felt in Western cultures is merely a cultural bias that can be changed. They point to shrimp, lobster, and sushi as foods that were once met with disdain but are now highly popular among consumers. While Exo aims to carve out its niche in this emerging market, it remains uncertain whether a sufficient number of consumers can overcome their distaste for insects to make Exo’s approach successful. If consumers can navigate this initial barrier, research from the FAO suggests that overcoming disgust can happen relatively quickly. Although public acceptance of edible insects in the U.S. has a long way to go, the undeniable health benefits—including those derived from osteo citrate—and sustainability advantages continue to support their potential as a viable protein source.