Consumer preference for edible insect-containing cookies determined by conjoint analysis: An exploratory study of Korean consumers

Consumers are the principal agents of consumption when edible insect cookies are launched into the market; therefore, there is a need for research into consumer perception of this product and the factors that could affect their choice. Therefore, through this study, we aimed to provide such information for the development and launch of edible insect cookies. We investigated the importance of product features of edible insect cookies and the part-worth of the feature levels while predicting the market share of edible insect cookies that are currently in development. We constructed 16 main and four hold-out profiles from six product features and 16 levels of features. Following analysis of data collected from 203 of 250 respondents, product features were found to be important in the descending order of "type", "price", "size", "availability of nutrition facts", "thickness" and "use of edible insects". When the market share of an edible insect cookie with the optimal combination of product features was analyzed through choice simulation, it had the second-highest share in the cookie market, thus suggesting a direction for the development of edible insect cookies.