Perceptions and preferences about insect-based bars in the German market: a perceptual map analysis

Abstract

Given the environmental and nutritional benefits of consuming insects, entomophagy has been increasing in significance. The research deals with insect-based food, particularly with insect-based bars in the German market. It aims to determine German consumers' perceptions of insect-based bars and the preferred product attributes. By conducting interviews, perceptual map and conjoint analyses, and a field trial, an understanding of the optimal positioning and consumer preferences is provided to improve market acceptance. Results indicate that insect-based bars are perceived as high-quality but low in appeal, while the preferred product has a nut base, chocolate taste, and a price of €1.69.