A growing number of studies underline consumers’ concerns about the importance of animal welfare as a general concept for consumers’ purchase decisions. In particular, consumers perceive animal husbandry to be one of the most important aspects of animal welfare. Since intensive livestock production is criticized across society, the acceptance of current intensive production systems of edible insects is an issue of investigation. Criteria of insect welfare might differ from vertebrate welfare. One might argue that it is difficult to define standards for insect welfare due to their large diversity in living environments and feed requirements. In addition, it is debated whether insects are conscious and suffer from pain. It has been demanded to rear insects preferably under natural living conditions and some researchers proposed to consider them as sentient beings. Basic welfare and ethical aspects of insects as food and feed include species-specific mass rearing conditions and euthanasia, i.e., killing procedures. Consumers’ opinions and concerns regarding this issue have hardly been considered so far. In this paper, the animal welfare of prevalent livestock is defined and outlined, and relevant criteria are transferred to insect welfare. Different ways consumers might arrive at an animal welfare understanding are discussed, along with an overview of the few consumer studies on insect welfare. Furthermore, we consider how insects are presented in the public discourse and infer how this might be relevant to consumers’ perceptions of insect welfare.