Study finds insect bars trigger less brain activity than cereal bars.

For individuals hesitant to try insect-based foods, a simple tasting session might shift their perspective. Researchers at the University of Beira Interior in Portugal investigated consumer reactions by monitoring brain activity and heart rates while participants sampled these novel products. The team combined these physiological measurements with traditional surveys to gather a comprehensive view.

Thirty-eight adults who had never eaten insect-based foods joined the study. Each participant tasted both an insect protein bar and a standard cereal bar while scientists recorded their physical responses. The study presented at the Society for the Study of Ingestive Behavior's annual meeting challenged initial expectations.

"The researchers expected participants to have low awareness of insect-based foods, prefer the cereal bar and show stronger physiological reactions to the insect-based product," a news release stated. "Instead, the findings revealed that people were often more curious and receptive than expected."

In the experiment, some participants knew exactly which bar they were eating, while others were unaware and believed they were consuming a regular cereal bar. "The physiological measurements showed that participants became more attentive and engaged while consuming the insect-based bars," the release noted.

Heart rates climbed during the tasting sessions, signaling "heightened arousal and attentiveness." This reaction occurred regardless of whether participants knew they were eating an insect-based product. Most participants ultimately preferred the insect bar over the cereal bar. Researchers concluded that "curiosity and attention may outweigh initial disgust toward insect-based foods."

These results align with earlier polling data indicating that Americans may be more open to insect-based foods than commonly assumed. A 2021 YouGov survey found that 25% of Americans were willing to ingest insect ingredients, while 18% said they would eat whole bugs. "We are going to have to be creative to make sure people are fed and nourished in the 21st century — and this study suggests we may be more curious and willing to try new things."

"The findings were very surprising," said lead author Andreia C. B. Ferreira, a Ph.D. candidate at the University of Beira Interior. "This was really an unexpected result as literature said to us that consumers tend to reject these novel foods. The results show us the relevance of tasting experiments on promoting this new alternative."

The edible insect market is expanding rapidly. Fortune Business Insights estimates the global market will grow from $1.73 billion in 2025 to $13.23 billion by 2034, driven by interest in sustainable nutrition and diversified protein sources. Beetles dominated the market in 2025 with a 33% share, according to Persistence Market Research. Yellow mealworms, lesser mealworms, crickets, and grasshoppers also represent significant segments.

Ashley Gearhardt, Ph.D., a professor of psychology at the University of Michigan, told Fox News Digital that it is "exciting to see that consumers may be open to new abundant sources of nutrition." "We are going to have to be creative to make sure people are fed and nourished in the 21st century — and this study suggests we may be more curious and willing to try new things," Gearhardt added. Several insect-based food products are already available to consumers.

Chirps Chips, a brand of tortilla-style snacks crafted from cricket flour, joins a growing market of companies selling cricket protein powders and snack bars. Meanwhile, Jiminy's offers grain-free dog cookies formulated with crickets and grubs. Ferreira argues that insect-based foods deserve promotion as innovative options that offer both nutritional benefits and sustainability advantages.

Researchers found that exposing consumers to these unfamiliar products through sample tastings can significantly alter their perceptions. Participants in the study frequently voiced uncertainty or surprise regarding insect-based foods before tasting them, yet many reported positive reactions after trying the products.

However, the researchers caution that this was a very small study. They emphasize that larger, more diverse trials are necessary to gather conclusive information about consumer acceptance.