When you mention “insects” and “dinner” in the same sentence, you often get one of two reactions: curious intrigue… or immediate disgust. In my work on the Insects Innovation in Gastronomy (IIG) project, I’ve learned that both are valid responses – but neither should stop us from asking a more important question: can insects become a realistic, sustainable, and culturally accepted part of European diets?
Our recent Social Psychology Research across six countries – Italy, Cyprus, Greece, Spain, Romania, and Turkey – set out to answer exactly that. And the results were as fascinating as they were revealing.
The Good News: Curiosity is Growing
Across all countries, younger generations – especially those aware of climate change and sustainability – are the most open to trying insects. From Italy’s adventurous foodies willing to eat crickets in pasta, to Spain’s supermarket aisles quietly stocking insect-based snacks, there’s a shift happening.
Environmental sustainability is a major driver. Insects require far fewer resources than meat, produce less greenhouse gas, and offer protein levels that can rival (and sometimes surpass) beef or chicken. In short: they’re a climate-friendly powerhouse.
The Challenge: Culture and Perception
In Greece, where insect consumption dates back to Aristotle’s time, modern consumers still hesitate. In Cyprus, historical memories of locust plagues haven’t translated into culinary acceptance. Even in Italy, where chefs are experimenting with cricket flour pizza and gourmet insect burgers, 70% of people remain reluctant.
The common thread? Food neophobia – the fear of trying unfamiliar foods – and deep-rooted culinary traditions that favour the familiar over the foreign.
Why Policy Matters
Regulations are slowly catching up. The EU’s Novel Food Regulation has opened the door to approved insect species, but national policies differ in detail and tone. Italy’s “insect decrees” now require clear labelling, allergen information, and even separate store sections for insect-based products. Cyprus and Greece still lack specific national frameworks that could encourage local production and innovation.
Without supportive policies, the industry remains niche. And without visibility, consumers will never have the chance to normalize insect-based foods.
Changing the Conversation
If we want Europeans to embrace insects, we need to go beyond just telling people they’re healthy and sustainable.
We must:
1. Integrate insects into familiar foods – cricket flour in bread, pasta, or pastries works better than serving a whole fried cricket on a plate.
2. Educate through experience – community tastings, chef-led workshops, and school canteen introductions can normalize the idea from a young age.
3. Leverage influencers and gastronomy leaders – when a respected chef or local figure embraces insect-based cuisine, it sends a powerful cultural signal.
From Research to Reality
Our findings suggest that the path to acceptance is gradual but possible. This is not about replacing our beloved Mediterranean cuisine – it’s about expanding it. Imagine Greek moussaka enriched with insect protein, Cypriot pastries with cricket flour, or Italian pasta that nourishes both people and planet.
The future of food is not only about what’s on the plate, but also about the stories we tell and the traditions we evolve. Insects are not a fad – they are part of a sustainable food future that Europe can no longer afford to ignore.
It’s time to replace “yuck” with “yum.” And as our research shows, with the right mix of policy, innovation, and cultural sensitivity, we just might get there.
If you’re curious to dive deeper into the findings and country-by-country insights, you can read the full report here
Myrianthi Karantona
Project Manager
