The insect leap:
Overcoming market barriers to feed the future
In a world grappling with environmental degradation and mounting pressure on global food systems, a biotechnological revolution is quietly taking shape. Insects, often overlooked, are emerging as a scientifically-backed, concrete response to human needs – a sustainable, low-impact, and incredibly versatile source of protein. This is not just about a new ingredient; it is about a new value chain and a truly circular bioeconomy, poised to transform everything from human and animal diets to cosmetics, bioplastics, and fertilizers. Portugal, through the InsectERA Mobilizing Agenda, is at the forefront of this shift, galvanizing European science, industry, and markets to develop groundbreaking insect-based solutions. While the scientific community has already began to pave the way to the insect bioindustry, significant market challenges remain, from limited consumer awareness to the complexities of large-scale production. Read more about how the Food Behaviour Lab, partner of InsectERA, is helping to tackle these hurdles, paving the way for a more resilient and sustainable food future.
In a context of environmental degradation and pressure on global food systems, the insect bioindustry is emerging as an effective response that is well-grounded in science. Supplying protein, with a low ecological impact and highly versatile, the new insect value chain represents a true biotechnological revolution. In Portugal, the InsectERA Mobilizing Agenda is positioning itself as a catalyst for this transition, galvanizing science, industry and the market to develop innovative insect-based applications ranging from food and feed to cosmetics, bioplastics and bioremediation.
Science has been leading the way, but markets are lagging behind, posing important challenges to overcome. The large-scale rearing of insects for use in animal and human diets, as well as raw materials for different industrial sectors, is still an emerging activity in Europe, despite its high sustainability and innovation potential. Among the many obstacles faced are the yet limited market opportunities for insect-derived products and the negative perception or lack of knowledge about these products that characterizes most large retailers and consumers.
Regarding food industry applications in particular, resistance to the consumption of edible insect products remains a significant obstacle, although this reluctance tends to ease progressively as the familiarity of consumers with this type of foods increases. This is especially the case when the presence of insects is not visually discernible in the final product formulation or when they are integrated up the food value chain as livestock feed.
MOBILIZING CHANGE
Started in January 2023, the InsectERA Mobilizing Agenda has been the main instrument in Portugal for bringing companies and consumers closer to the potential of insects as raw materials in different industries. InsectERA is part of the Portuguese PRR (Recovery and Resilience Plan), led by Ingredient Odyssey (Entogreen) and coordinated at scientific level by the National Institute for Agricultural and Veterinary Research (INIAV), the Portuguese public organization of reference in applied scientific research in the areas of agriculture, food, forestry, and animal health.
With an investment of 43 million euros, InsectERA seeks to cover the entire innovation cycle, from Research and Development to the manufacture and commercialization of products in the market, being based on technologically advanced production methods. To this end, it brings together players from the entire value chain who want to exploit the potential of insects as a bio-industrial tool in different areas. The Agenda has set ambitious goals for itself: manufacture and mass market insect-based products for animal and human food, cosmetics, bioplastics and bioremediation, with that developing more than a hundred new products, processes and services; create up to 150 new jobs; install three large insect rearing and processing facilities, a chitosan factory and an associated logistics center; establish training (Insect Training Network) and entrepreneurship (Insectopreneur Centre) centers and position Portugal as a global benchmark in the emerging insect bioindustry.
InsectERA's strategic areas are divided into four vertical axes: InFood - insects for human diets (with a target of more than 15 products); InFeed - insects for animal diets (with a target of more than 8 products); InIndustry - raw materials for cosmetics, bioplastics, and other applications, such as chitosan, oil, or proteins; and InBiorremediation - insects for waste treatment/degradation. There are also three axes that cut across all the Agenda's activities: InFrass - production of organic fertilizers from insect waste; One Health - assessment of the safety and environmental/animal and human health impact of the products developed; and In2Market - support for market entry (regulatory, marketing, life cycle and communication).
This Mobilizing Agenda brings together 41 partners in a consortium committed to creating a new European bioindustry based in Portugal that responds to the global challenges posed by sustainable development goals, particularly those associated with food production and consumption.
UNLOCKING THE MARKET FOR INSECTS
There is no industry without a market, nor is there any bioindustry without consumer buy-in. In2Market activities seek to support the development and commercialization of the products developed by the InsectERA Agenda, focusing on removing barriers to market entry and resolving the commercialization challenges faced by the different partners. Over the last two and a half years, the Food Behaviour Lab of CATÓLICA-LISBON School of Business & Economics, at the Portuguese Catholic University, has led the Market Analysis and Commercialization Planning studies for the Food, Feed and Industry Axis, with partners including the School of Biotechnology of the Catholic University in Porto, Instituto Superior Técnico, SenseTest - Sociedade de Estudos de Análise Sensorial, Auchan Retail Portugal and the collaborative laboratories Colab4Food, B2E Blue Economy and FeedInov.
Market Analysis’s main task was to assess supply and demand for the difference types of insect-based products manufactured by the partners in the Agenda. As part of this activity, the main European consumer markets were segmented and characterized, and the best opportunities for developing and launching new offers in the market identified.
In order to estimate and characterize supply, Food Behaviour Lab researchers, in collaboration with a team from Colab4Food, analyzed the launches and prices achieved by new insect-based products for human and pet food in the European market, as well as their evolution over the last decade. This study was based on market information collected by commercial databases between 2014 and 2024.
Snacks stood out as the segment with the highest number of insect-based product launches in the period analyzed, followed by cereals and sports nutrition. There was also sustained growth in the launches of bakery products and spreads. More recent categories on the market were also the worst performers, such as meat substitutes and ready meals and side dishes. Most of the products launched had a positioning associated with convenience and passive health (e.g., high protein content), followed by ethical claims, which reflects a growing concern with sustainability and social impact.
In parallel, snacks/treats and dry dog food led the launches in the pet market. Wet dog food and dry cat food were, nevertheless, the fastest growing categories in Europe. Supplements for dogs and cats and snacks for cats, on the other hand, were in decline in the market, although the increasing humanization of pets may reverse this trend. Among the claims underpinning the launch of new products, high protein content was the most frequent. Convenience and practical packaging also played a significant role in the offer of these products, and there was also a clear focus on communicating advantages such as hypoallergenicity and improved digestive and skin health. Finally, the sustainability of pet food production was also a relevant claim in the context of the European market for insect products.
Secondary data analysis methods, such as a systematic review and meta-analysis of published scientific evidence, as well as consumer surveys to collect primary data, in partnership with companies in the consortium, were employed to estimate and characterize demand. The variables investigated were the preferences of European consumers and their willingness to pay for products derived directly or indirectly from the integration of insects.
Results revealed that the acceptance of the concept of insects as ‘farmable’ species, for the purposes of production, processing, commercializing and, above all, consumption as human food, remains the ultimate barrier to overcome for the consolidation of this new bioindustry, placing huge demands on education, training, technical innovation, and creativity. In line with this, it is clear that:
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Acceptance of insect-based foods by European consumers is low, resulting in a limited demand for this type of products;
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Acceptance of insects as an ingredient in animal feed is higher than their use as a raw material in human food, with EU legislation being much less stringent when it comes to that type of application;
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The best prospects for success are found in the commercialization of feed for aquaculture, poultry (hen) production and pets, markets where the psychological distance to the consumption of insects is greater, mitigating the innate aversion that most European consumers have towards this practice; in this respect, there are even very promising segments in which consumers may be willing to pay more for products derived from the use of insects than for conventional alternatives;
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Cosmetics, sports foods and food supplements are also promising areas for insect use;
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As a general rule, European consumers may be willing to pay a premium for insect-based foods that offer nutrition and health benefits or a healthy and balanced diet, but not for those that provide only environmental sustainability gains or food security.
In view of these results, it clearly is important to raise awareness and educate people about the benefits and market potential of using insects in feed and animal production. To this end, it was recommended that priority be given to communication and collaboration with players in the food production chain and large-scale retailers, especially those who are more open to innovation and launching new offers in the poultry, fish, and pet areas. To boost the sector, however, it will be necessary to continue segmenting markets, positioning products, and targeting campaigns.
AND WHAT DO BUSINESSES THINK?
To ascertain the main market barriers and opportunities for the manufacture and marketing of insect products identified by different business players, researchers from the Food Behaviour Lab, in collaboration with teams from FeedInov and B2E, conducted 40 structured interviews with representatives of the food, feed and cosmetics/medical cosmetics value chains, encompassing from producing companies to the processing industry and retailers.
The main barrier highlighted by the actors in the value chain was the weak and highly volatile demand for insect-based ingredients and end products. With regard to the use of insects as an ingredient in human and animal food, the still scarce availability of the raw material and the consequent instability of its prices were also highlighted. In other industries, such as cosmetics, where the end products use only a small fraction of insects and have greater added value, such barriers were disregarded.
Concerning barriers to the supply of new foods, the lack of information on the market potential of insect-based offers in the different product categories, current legislation – which is still largely unfavorable to the use of edible species and their fractions in the development and marketing of new foods –, and the complexity associated with the labelling of end products were all highlighted. On the other hand, the lack of knowledge about the impact of the use of insects on animal health and welfare was considered a major obstacle within the feed industry.
The value chain actors interviewed also identified the main risks facing the consolidation of the insect bioindustry in Europe, as well as relevant strategies to mitigate them and the expected impact on the production and commercialization of insect-based products in Portugal. The current low acceptance of these products was the main risk pointed out in all sectors, except in the fertilizer and bioremediation industries; the hypothesis of a public health crisis involving the production, marketing or consumption of insects was also considered a serious risk.
It was also remarked that the legal framework for fertilizer applications remains rather unfavorable. Representatives of the food, pharmaceutical and cosmetics industries were more optimistic about the evolution of the legal framework in their sectors, however. In the case of the feed industry, particularly aquaculture feed - a market still largely underexplored -, there was notable uncertainty regarding the advantages of insect-based products for animal performance and welfare. A similar question was raised by representatives of the pharmaceutical and cosmetics industries, but this time regarding the benefits for consumers' health and well-being.
It was clear from the interviews that investing in technology, consolidating internal skills and expertise, and entering in partnerships with other players in the value chain are seen as fundamental strategies for managing risk in this emerging sector. Adding to this is investing in market research and communication, particularly in the feed, pharmaceutical, cosmetics and fertilizer industries.These results highlight the need for a more coordinated approach along the value chain to promote the growth and consolidation of the insect bioindustry in Portugal.
BRINGING INSECTS TO THE PLATE
In view of the lack of consumer awareness, the market potential, and the need to communicate about insect protein and the products that are being developed and launched, the National Agriculture Fair - FNA 2025 - which took place between 7 and 15 June, proved to be an excellent showcase for the results achieved by the InsectERA Agenda. Over the nine days of the fair, as well as taking part in different dissemination events and activities, thousands of people were able to come into contact - many for the first time - with the alternative insect-based protein. It was possible to taste several food products containing insect flour: biscuits, muffins, protein bars, chocolates, and other delicacies, with tastings open to the public. It was also possible to savour sophisticated dishes prepared with house crickets and tenebrio flour by renowned chefs, accompanied by selected wines.
InsectERA's presence at FNA 2025 was remarkable due to the involvement of its vast consortium (41 organizations) in actions aimed at raising public awareness and business interest. In addition to show cooking and wine pairing events, the different axis of the Agenda organized several talks, workshops, and symposia, for instance, on the processing and integration of insects in food products or the use of organic insect fertilizer, in this case from the black soldier fly, to nourish soils in a more natural and sustainable way.
Among these initiatives was the colloquium: ‘Insects in Food: The present and future of the market’, where Ana Isabel Costa, a professor at the CATÓLICA-LISBON School of Business & Economics and the head of the Food Behaviour Lab, presented the study ‘The European Food Market for Insect Protein’; Bruna Faria, a researcher at the CATÓLICA-LISBON School of Business & Economics and the Food Behaviour Lab, presented other results of the InsectERA Agenda: ‘Animal Feed - Sustainable Consumption in the European Market’; Professor Rui Costa Lima, from the School of Biotechnology at the Catholic University of Porto and SenseTest, presented the study ‘Sensory Analysis and Product Perception: Overcoming Challenges in the Development of Products with Insects’ and Professor Maria Manuela Pintado, from the School of Biotechnology at the University of Porto spoke about ‘The Future of the Food Industry: Insects and Other Alternative Proteins’.
The colloquium ended with an enlightening round table discussion on the current challenges and business opportunities for the insect bioindustry, in which representatives from Colab4Food and national companies Tecmafoods, Pet Maxi, Cricket Farming and Auchan Retail Portugal took part.
Four key insights regarding the future of insects in food emerged from the colloquium:
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The integration of edible insects in the human diet is a change in eating behaviour that still has very little acceptance among European consumers – mainly due to lack of knowledge –, so it is essential to increase the offer, encouraging new product trial and educating consumers; the engagement of those who already consume this type of product as its ambassadors to the rest of the population will also play a fundamental role in reducing aversion and promoting trial;
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There is market potential for the integration of insect protein in foods in specific segments, namely in the manufacture of snacks, sports nutrition products, bakery, and other cereal-based products; these applications transform the whole insect into a ‘standard’ protein flour and increase the nutritional value of end products;
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At this early stage in the development of consumer markets for insect-based food, the focus should be on integrating insect protein in familiar foods with a high hedonic (pleasure) or utilitarian (convenience, performance) value, as this reduces risk and increases consumer involvement and interest in the offers; in this context, optimizing the sensory profile of new products is essential for market success, which can be further boosted by obtaining certification in the areas of food quality and sustainability;
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It is vital to accelerate the creation of brands for insect-based foods: In this context, it is important to celebrate the insect without showing it as it is, but by telling its story and the benefits that its use offers consumers, society and the economy in an authentic, genuine and transparent way; the creation of a character, with its own personality and identity, who is felt to be close, a friend, could be a good strategy to foster involvement with the brand; finally, it remains important to segment the market and take advantage of different consumption occasions, social influences and the interest of younger consumers.
In the opinion of Professor Ana Isabel Costa, who coordinated the colloquium:"FNA 2025 exceeded all our expectations as a platform for disseminating the results of the InsectERA Agenda, especially those of the Market Analysis conducted by the Food Behaviour Lab. Seeing the overwhelmingly positive reaction of the public to the tasting of innovative insect-based foods, and their deep interest and involvement in our events, confirms that the shift towards sustainable proteins is not only necessary, but desired. It's safe to say that the future of food is passing through Santarém these days".
The II InsectERA Congress was another highlight of this Mobilizing Agenda's presence at FNA 2025. This international scientific event brought together more than 60 presentations and more than 250 participants, largely thanks to the involvement of IPIFF, the International Platform of Insects for Food and Feed. Around 20 companies from different European countries were also present on a stage which, according to the President of the InsectERA Executive Committee, Daniel Murta, brought together in Santarém ‘more than 90 per cent of the production capacity of insect-derived products’, which, in his opinion, "made this the European Capital of the sector, at least for one day".
Food Behaviour Lab researchers participated in this congress by presenting a poster describing the results of an analysis of the main risks facing the consolidation of the insect bioindustry in Europe, from a business perspective, as well as the relevant strategies for mitigating them and the expected impact on the production and marketing of insect-based products in Portugal.
PORTUGAL LEADS THE WAY
To sum up, we can say that the InsectERA Mobilizing Agenda demonstrates that Portugal today has not only the ambition but also the capacity to establish itself as a European hub for this new bioeconomy, building the foundations of new value chains that combine sustainability, innovation, and competitiveness. The consolidation of the national insect bioindustry will be based on three main pillars:
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Education and strategic communication: The paradigm shift in food consumption requires a coordinated effort of exposure and awareness-raising, where the focus should be both on the growing use of insects in animal feed and on creating brands with a strong, empathetic, and educational identity for new food products incorporating insect protein. The insect can - and should - be celebrated, but without visual confrontation, rather as a functional, nutritious, and environmentally friendly ally;
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Industrial exploitation and diversification of applications: The versatility of insects allows for applications that go far beyond food. Cosmetics, nutritional supplements, bioplastics, fertilizers, and bioremediation solutions should be developed with a focus on market segments where the added value justifies the investment, with the national industrial sector being particularly strategic in this process of cross-sector valorization;
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The consolidation and expansion of the insect bioindustry in Portugal will ultimately depend on the ability of the companies involved to attract investment, drive the adaptation of the regulatory framework, and integrate the sector into national and European strategies for sustainability, food security and ecological transition.
The market analysis and marketing planning activities conducted by Food Behaviour Lab/CATÓLICA-LISBON for the InsectERA Agenda offers a solid basis for guiding partners in new product selection and development, consumer segmentation and efficient market entry. In this sense, InsectERA is not just another project; it is a true model of economic and ecological transition in progress. The challenge now is to ensure that, after the support of the PRR program ends, this vision still thrives, inspires other geographies and, above all, wins the trust of consumers and investors.
Although it’s not yet an intuitive food option, everything suggests that insect protein will be an inevitable choice in the future. But it won't happen overnight.
MADE OUTSIDE, EATEN IN
Food consumption habits in Portugal reflect a growing preference for away-from-home food, with two thirds of the meals consumed in our country resulting from production or preparation outside the home.
Although the consumption of meals prepared outside the home increases with household income, the preference for these meals is common to all income strata.
The study reveals that breakfast and afternoon snacks are the meals that the Portuguese most often buy or consume away from home, while dinner is the meal most often eaten at home. On the other hand, more than half of the meals eaten at lunchtime are produced outside the home, either by the food industry or foodservice, including restaurants and catering activities.
The study also shows that Portuguese households with a higher income tend to resort more to restaurants, while those with a lower income are more likely to eat homecooked meals, albeit more often prepared by family or friend than by themselves. This illustrates the impact of income level on the food choices of Portuguese families.
Altogether, these findings show that food consumption in Portugal is strongly conditioned by economic and social factors, reflecting distinct eating patterns in different population groups.
HOW WE EAT CONTRIBUTES TO HEALTH AND SUSTAINABLE DEVELOPMENT
An important part of the study is dedicated to the associations between the meal preparation and consumption habits of the Portuguese and their health status. Results reveal that factors such as the place of consumption, the type of meal and the time spent preparing it significantly influence the quality of the diet and the nutritional status of the population. In addition, variables such as income, gender and family composition play an important role in the way the Portuguese eat.
The study shows that a high consumption of meals prepared away from home or at home by others can move Portuguese adults’ diet away from Mediterranean dietary standards. Meanwhile, preparing and eating meals at home increases adherence to these standards. Nevertheless, the impact of the location and origin of meals varies according to age and level of physical activity.
Comparing Portugal with other countries such as Belgium, the United Kingdom and the United States, it can be seen that cooking at home is often associated with a more balanced diet. However, the time spent cooking meals can have implications for the Body Mass Index (BMI), with longer times spend on cooking being sometimes linked to a higher prevalence of obesity.
Another relevant finding of the study is the impact of income on diet through people’s preferences for where meals are prepared and consumed. For instance, the segment of Portuguese adults with a greater preference for consuming meals prepared away from home exhibits a lower adherence to the Mediterranean dietary pattern, but also less often includes obese or low-income individuals. Meanwhile, the segment of those who mainly prepare and eat meals at home contains more individuals with a higher body mass index and low income.
Importantly, the study highlights the challenges associated to the study of eating patterns, diet and health in Portugal. The irregularity in collecting data on food consumption and limited access to surveys on eating habits makes it difficult to carry out more in-depth analyses and formulate effective public health policies. Comparison with countries that have more accessible data reinforces the need for a more structured and continuous approach to monitoring the eating habits of the Portuguese population.
The analysis of eating habits is also an indispensable tool for assessing whether citizens' practices are in line with international commitments and for identifying areas where more effective intervention can be promoted, oriented towards well-being and sustainability, as defined by the United Nations, within the global framework of the Sustainable Development Goals (SDGs), particularly SDG 2 - Zero Hunger and Sustainable Agriculture - and SDG 3 - Health and Well-being.
The United Nations, in collaboration with bodies such as the World Health Organization (WHO) and the Food and Agriculture Organization (FAO), has emphasized the need for an integrated approach to healthy eating. The study here showcased contributes to that goal by revealing how social, family, work and economic characteristics impact on the meals we eat, both in terms of content and form, allowing for a comparison between international targets and the national reality.
PROGRESS DEMANDS KNOWLEDGE
This study about the eating habits of the Portuguese reveals that, although most meals are eaten at home, cooking and out-of-home consumption have a significant impact on diet, particularly in the case of breakfast and teatime. The origin of meals influences the quality of diets, with meals taken in school and workplace canteens being more beneficial than those eaten in restaurants.
Socio-economic factors such as income and education determine food consumption patterns: lower-income families and those living in rural areas consume more meals at home, while individuals with higher incomes and education are more likely to eat out. The relationship between food expenditure and away-from-home food consumption varies with macroeconomic cycles and is lower in times of crisis.
The prevalence of home cooking reflects engrained inequalities in gender roles and social status. Women, especially those without paid employment, assume most of the responsibility for meal preparation. Young adults with higher incomes, on the other hand, dedicate less time to cooking, valuing the convenience and socializing benefits of eating out.
Counter-intuitively, perhaps, home cooking is not directly associated with better weight management, with obesity being more prevalent among those who prepare and eat meals at home more frequently. Factors such as income, food and health literacy, time available and access to healthy choices influence this relationship. For many Portuguese families, balancing work, education and other leisure activities is a constant challenge. Research on their food consumption habits must therefore consider not only individual preferences and habits, but also the temporal and organizational structures that influence daily decisions. This analysis makes it possible to identify barriers and potential interventions that can facilitate the adoption of healthier eating practices, even in contexts of limited time.
The study reinforces the need to deepen the analysis of different behaviours related to food and eating, distinguishing consumption patterns between weekdays and weekends, and considering gender and socioeconomic status differences in the relationship with food and health.
Studies investigating food consumption are a fundamental tool for developing public policies. The findings produced by studies of “how we eat what we eat”, such as this one, enable governments and policymakers to identify trends, challenges and most of all opportunities to improve many aspects of the lives of the Portuguese. They help formulate strategies that promote food literacy, improve access to quality food, strengthen the infrastructure that supports the production and distribution of healthy food and promote flexible working hours that allow for a better work-life balance, to name a few. On this basis, it is possible to promote not only health, but also social justice and sustainable development, strengthening the country’s commitment to sustainability, equity and the health of its citizens, aligning national actions with global challenges.
It should finally be noted that studies researching food consumption behaviour are a fundamental tool for policy makers. Conducting national surveys on time use, food expenditure and food consumption in a regular fashion is essential. Countries such as Belgium, the UK and the US, where the results of these studies are publicly available, are leading the way in research about food practices and their effects on people's lives, the economy or health. In Portugal, the irregularity with which nationwide surveys are carried out and the lack of public access to their results limit research in this area. There is thus the urgent need to change this situation to better support the advance of science and the formulation of policy.