# Sustainable Protein in the Food Chain: A Five-Country Study on Consumer Preferences for Insect-Fed Animal Products

## TL;DR

This study explores how consumers in five countries respond to animal products fed with insects, highlighting differences in acceptance and willingness to pay.

## Contribution

The study reveals cross-country differences in consumer perceptions and the impact of information on acceptance of insect-fed animal products.

## Key findings

- Consumer willingness to pay for insect-fed products varies significantly by country and product type.
- Information about sustainability benefits increases willingness to pay in Mexico but not in Italy, Belgium, or the U.S.
- Consumers across all five countries value transparency and disclosure of feed-related information on product packaging.

## Abstract

This study addresses consumer acceptance of animal products derived from insect-based feed, within the broader context of the growing interest in insects as a sustainable component of agri-food systems. Over recent years, insects have been evaluated for their role in food and feed chains due to high feed-conversion efficiency, low greenhouse gas emissions, and ability to valorize organic by-products, a key innovation for livestock production sustainability. The aim of this research was to analyze consumer preferences and willingness to pay for insect-fed fish, chicken, pork, and eggs, and to assess how product type, country context, and information provision influence purchasing behavior. The study applies the Contingent Valuation Method with randomized information treatments in a multi-country survey conducted in China, Mexico, Italy, Belgium, and the United States, using local currencies to capture realistic valuations. While results are discussed, the primary contribution lies in highlighting cross-country differences in consumer perceptions, the importance of transparency and information on feed practices, and the role of communication in supporting the market integration of insect-based feed. Overall, the study provides valuable insights for policymakers and stakeholders seeking to support sustainable feed innovations and facilitate the transition toward more resilient and environmentally friendly food systems.

Insect-based feed is a promising solution to reduce the environmental impact of livestock production, but its market success depends on consumer acceptance of animal products raised on such diets. This study examines consumer preferences and willingness to pay (WTP) for insect-fed fish, chicken, pork, and eggs across five countries: China, Mexico, Italy, Belgium, and the United States. Using contingent valuation and randomized information treatments through a survey with a total sample of 3418 respondents, we assess how product type, country context, and consumer exposure to information influence purchasing behavior. Results show that product information generally reduces consumer resistance to purchasing insect-fed products, but its effect on raising WTP varies significantly by country and product. China consistently exhibits the highest WTP across all products, exceeding current market prices. Notably, information treatment about the sustainability, environmental and economic advantages of insect-based feed significantly increased WTP in Mexico but had little to no effect in Italy, Belgium, or the U.S. Results also suggest that consumers across all five countries value transparency and believe it is important to disclose feed-related information on product packaging. These findings suggest that targeted communication and policy efforts are needed to support broader consumer acceptance and price alignment for sustainable feed innovations in European countries and the US.