Consumer perception of insects as food: Mexico as an example of the importance of studying socio‐economic and geographical differences for decision‐making in food development

Abstract

Summary Mexico is a multi‐diverse country where insect consumption has been associated with traditional practices. Nevertheless, there are no studies regarding differences in entomophagy within the country to get specific insights into consumers' perceptions. A total of 3125 Mexicans answered a national survey related to demographic indicators and aspects of edible insects. The χ 2 test was used ( P < 0.05) to analyse the data. Results showed that a national average of 74% had consumed insects, mainly from the south and centre. Demographic characteristics demonstrated that the northern region had a significantly higher monthly income (>952 USD) and educational level (postgraduate), declaring a consumption of ‘ once in a lifetime ’ (more than 50%). The word clouds analysis showed remarkable differences among regions, in the north and centre the word ‘ curiosity ’ was the most found; in the central region, the word ‘ chapulines ’ (grasshoppers); and in the south, the term ‘ gastronomy ’. Marketing aspects such as availability, price and variety significantly trigger increasing insect consumption by understanding regional differences to produce specific strategies and formulations.