Consumer value‐based edible insect market segmentation [edible insect market segmentation]

Edible insect food products have been launched and in the market since 2011. Since then the number of companies that produce edible insect food product has increased greatly. However, the guidance of how these firms should effectively target which consumer market is unclear. The goal of this study is to provide information about the US consumer market that could potentially increase edible insect food product sales. This study uses consumer value as a segmenting axle and provides the cluster analysis results. From this analysis, academics and industry practitioners can have better insights about edible insect food product consumer profiles.