A new study from the University of Beira Interior in Portugal suggests that trying insect-based foods firsthand may change even the most hesitant eaters.

Researchers discovered that curiosity and sensory experience can outweigh initial feelings of disgust when tasting bug-based products.

The study involved thirty-eight adults who had never eaten insects before. Participants sampled both an insect protein bar and a cereal bar while their brain activity and heart rate were monitored.

The research team expected low awareness of insect-based foods and predicted that most participants would prefer the cereal bar.

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However, results presented at the Society for the Study of Ingestive Behavior's annual meeting painted a different picture.

According to a news release, "people were often more curious and receptive than expected," challenging assumptions that most consumers instinctively reject edible insects.

In some trials, participants were told which bar contained insects, while others were misled to believe both bars were cereal-based. Despite the deception, physiological data showed that attention and engagement increased during the insect-bar tastings.

Heart rate measurements revealed a rise in arousal and attentiveness while eating insect-based foods, even when participants were unaware of what they were consuming. This suggested a natural curiosity response beyond conscious bias.

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Surprisingly, many tasters ended up preferring the insect bar. Researchers concluded that "curiosity and attention may outweigh initial disgust toward insect-based foods."

These findings echoed previous polling data that hinted at more openness among Americans than often assumed.

A YouGov survey in 2021 found that one in four Americans was willing to eat products containing insect ingredients, and nearly one in five said they would try whole bugs.

Lead author Andreia C. B. Ferreira, a Ph.D. candidate at the University of Beira Interior, expressed surprise at the outcome. "The findings were very surprising," she said. "This was really an unexpected result as literature said to us that consumers tend to reject these novel foods."

Ferreira emphasized that tasting experiments could play a major role in promoting insect-based nutrition. She said that positive experiences might help shift public attitudes toward alternative proteins.

Globally, the edible insect market has been expanding rapidly. Fortune Business Insights projects its value to jump from $1.73 billion in 2025 to $13.23 billion by 2034, driven by growing interest in sustainability and resource efficiency.

Market data from Persistence Market Research showed beetles holding the largest share in 2025, followed by yellow and lesser mealworms, while crickets and grasshoppers emerged as the fastest-growing insect categories.

Ashley Gearhardt, Ph.D., a psychology professor at the University of Michigan who was not involved in the study, called the findings “exciting,” adding that they highlight potential openness to "new abundant sources of nutrition."

Several insect-based snacks are already available in the U.S. market. Brands such as Chirps Chips use cricket flour to produce tortilla-style chips, while others sell cricket protein powders and snack bars.

In other parts of the world, insects are a routine part of diets and street foods. Ferreira believes similar exposure could shift perceptions in Western countries as well.

Participants in the study often expressed hesitation beforehand but noted positive reactions afterward. Researchers concluded that simply trying unfamiliar foods could reshape opinions and reduce resistance.

The study authors also acknowledged the experiment’s limited sample size, noting that larger and more diverse groups will be needed to confirm these results and understand broader consumer trends.