Crickets for Lunch: all Buzz or the Future of Protein?
August 16, 2022
Every Monday we conduct a “trend scan.” It’s a mathematical way to analyze each of the +930 trends in the LikeFolio universe and understand what trends are popping, which trends are declining, and which trends have experienced an inversion point. Yesterday, a clear theme emerged…and my skin has been itching ever since. Insects are buzzing. In every sense of the word. Consumer discussions related to insects as an ingredient in food – from snacks like the highly politicized cheese puffs example to protein bars and flour – are at all-time highs. |
Products made with insects (intentionally) are popping up at an increasing rate. The edible insect market is expected to reach $9.6 billion by 2030. And governments are clearing the path to authorize insects as official “food.” |
But what do real consumers think about this? Is this an area where CPG brands should be investing precious research and development dollars? That’s where LikeFolio offers a cheat code. We can isolate not only how many people are talking about a trend, but how sentiment shakes out. Sentiment is often the most helpful indicator when it comes to long-term traction. Initial sentiment analysis doesn’t look promising for widespread adoption of insects as food – at least among English speakers. Sentiment has dropped significantly as Buzz rises. |
Key takeaway: CPG brands can take this “insect buzz” with a grain of salt.
U.S. consumers appear to be rejecting the alternative protein source…for now.
We’ll be tracking this trend and hundreds of others in real-time for any changes.