A cute little grasshopper on the front? A qualitative study of consumers’ perceptions and expectations of insect-based food labelling in Germany

To increase acceptance of insect-based foods, producers often apply a “hidden-is-best” principle, using less visible insect contents in processed products. Regulations ensure such contents are included in ingredient lists. However, widespread disinformation about “hidden insects in food” indicates a disparity between consumer expectations and labelling practices, showing the need for deeper insights into consumers’ perspectives. This study presents insights from six focus-group discussions in four German cities (N = 50), exploring consumer perceptions and expectations of the presence and presentation of front-of-package insect-labelling. Our findings confirm that many consumers fear “deception” and expect greater transparency through easily recognizable indications of insect-based ingredients on front-of-package labelling using familiar insect names and understandable language. Although the term “protein” on insect-labelling was widely appreciated, we could not find a “one-size-fits-all-solution” for label formatting. The present study offers practical recommendations for marketers, including the development of standardized front-of-package insect-labelling, designed in closer alignment with consumer preferences.