Consumer preferences and willingness-to-pay for sustainable protein products

As global protein demand continues to rise, insect-based products are gaining attention as sustainable alternatives to conventional sources. This study examines U.S. consumers' willingness-to-pay (WTP) for cricket protein powder relative to whey and plant-based powders and evaluates the effects of health- and sustainability-related labeling. Using a discrete choice experiment with 513 participants, we analyze consumer preferences for protein type, omega-3 and carbon footprint labels, and price through a random parameter logit model. Results show that consumers, on average, require a $4.11 per serving discount to select cricket protein powder over whey, indicating substantial reluctance. An omega-3 label increases WTP by 3.10 dollars per serving, while a carbon footprint label showed no significant effect, suggesting environmental claims alone are insufficient to offset consumer hesitance. Younger participants were more receptive to cricket protein, whereas older and more educated consumers showed displayed stronger resistance. Overall, acceptance of insect protein remains limited, but health-focused messaging and targeted audience approaches may be more effective than sustainability claims in shaping early market adoption. • U.S. consumers discount cricket protein powder by about $4 per serving versus whey protein. • Omega-3 label increases willingness to pay by about $3.10 per serving, highlighting the effectiveness of health claims. • Carbon footprint labeling has no significant impact on consumer valuation of protein powders. • Preferences are highly heterogeneous, suggesting niche market segments open to insect protein.