The Role of Visual Aspects in the Insect-Based Snacks Market. The Case of the Italian Company Fucibo and Consumers' Preferences.

Abstract

The scientific, economic and political communities are currently addressing the topic of entomophagy. Insects are rich in nutritional properties, and their farming is considered more sustainable compared to traditional livestock. For this reason, the consumption of insects is proposed as a solution to food security and to the United Nations Agenda 2030 ESG objectives. Embracing this movement, several companies, in accordance with their country’s normative framework, began commercializing products that contain insects among their ingredients. Despite their health benefits and their environmentally friendly production, insect-based food products have not been accepted, particularly in Western countries. People hesitate to include these products in their diets, as they feel disgust and repulsion towards them, generated by cultural and psychological factors, perception and the sense of unfamiliarity. The present research aims at investigating the contribute of visual aspects, from the packaging to social media posts, in the process of insect-based sweet and savory snacks acceptance by Italian consumers and to verify if companies operating in this sector meet consumers' needs. To answer this question, it has been carried out a literature review of present studies, accompanied by a case study on an Italian company playing in this market, Fucibo, and by a survey to investigate Italian consumers’ preferences.