Avoiding Food Neophobia and Increasing Consumer Acceptance of New Food Trends—A Decade of Research

The increasingly fierce competition in food trends requires producers to innovate and develop new foods to be accepted and to avoid neophobia by consumers at the same time. Food neophobia’s motivational adoption barriers include the consumption of novel foods, social norms and conflicting eating goals. Therefore, appropriate strategies are needed to avoid neophobia amid the presence of new food trends in the market. Efforts to avoid food neophobia can also be accepted as part of the sustainability concept, in which the consumer has new foods to choose from in order to reduce scarcity in one particular type of food. The food industry is also challenged to produce healthy food by producing food from natural ingredients. In this article, new food trends and advances in food processing are described, and through them, strategies to avoid neophobia and increase consumer acceptance of new food trends are referenced. Neophobia meets marketing food products delivered to consumers facing motivational adoption barriers, such as the consumption of novel foods, social norms and conflicting eating goals, which are indicated to be challenges to purchase drivers in new food trends. Tasting foods is indicated as one of the most efficient means to ensure neophobia reduction in new foods and new food trends. Other factors identified to reduce food neophobia are education, income, taste and exposure to novel foods. Some preconditions for novel foods to be accepted by consumers are related to the very nature of food innovation, the manufacturer’s features and market circumstances. Food processed with advanced technologies may differ depending on the brand of the food production company and the knowledge of consumers about the novel foods. Moreover, food technology is seen as more acceptable for plant food products based or natural ingredients for consumers. In addition to the focus on health benefits, it is supports the sustainability of food systems. Another accidental element is the transparent traceability system providing accurate and adequate information about such novel foods.

Edible Insect Farming in the Context of the EU Regulations and Marketing-An Overview.

Insects are increasingly being considered as an attractive source of protein that can cater to the growing demand for food around the world and promote the development of sustainable food systems. Commercial insect farms have been established in various countries, mainly in Asia, but in Europe, edible insects have not yet emerged as a viable alternative to traditional plant- and animal-based sources of protein. In this paper, we present an interdisciplinary overview of the technological aspects of edible insect farming in the context of the EU regulations and marketing. Based on a review of the literature, we have concluded that edible insect farming can be a viable business sector that significantly contributes to the overall sustainability of food systems if the appropriate regulations are introduced and food safety standards are guaranteed. However, the success of the edible insect industry also requires consumer acceptance of entomophagy, which is rather low in Western societies. Therefore, targeted marketing strategies are indispensable to support the implementation of edible insect programs.