Consumer perception of insects as food: Mexico as an example of the importance of studying socio‐economic and geographical differences for decision‐making in food development

Mexico is a multi-diverse country where insect consumption has been associated with traditional practices. Nevertheless, there are no studies regarding differences in entomophagy within the country to get specific insights into consumers' perceptions. A total of 3125 Mexicans answered a national survey related to demographic indicators and aspects of edible insects. The χ2 test was used (P 952 USD) and educational level (postgraduate), declaring a consumption of ‘once in a lifetime’ (more than 50%). The word clouds analysis showed remarkable differences among regions, in the north and centre the word ‘curiosity’ was the most found; in the central region, the word ‘chapulines’ (grasshoppers); and in the south, the term ‘gastronomy’. Marketing aspects such as availability, price and variety significantly trigger increasing insect consumption by understanding regional differences to produce specific strategies and formulations.