OBJECTIVE: To assess preference and willingness-to-pay (WTP) for inhaled insulin (INI). Various INI technologies are under development and will be marketed soon. However, they are likely to be substantially more expensive than subcutaneous insulin (SCI). We previously reported Ontario diabetic patients' WTP for INI. Whether general public accept this increased cost and the value that they would give to this new technology are important questions which can be addressed through Contingent Valuation (CV). METHODS: A previously validated self-administered questionnaire was mailed to 250 Greater Toronto Area (GTA) households, randomly chosen based on postal codes. One hundred questionnaires were returned, of which 85 were complete and used for analysis. Standardized information about diabetes and its prevalence in Ontario, INI and SCI, was provided in an informative letter based on published data. Respondents' preference for INI, and socio-economic and health data were collected. Respondent's WTP was elicited using “payment scale” method. The payment vehicle was out-of-pocket. RESULTS: Respondents were 50.8±12.2 years old, 45 were male. Significantly more respondents preferred INI (n=81) over SCI (n=4,df=1,÷2=69.75, P<0.001). The mean monthly WTP for INI was $68.59±$44.65, significantly more than the current average SCI cost of $50 in Ontario (tdf95=3.83,CI95%:$58.87–$78.07). However, significantly less than diabetic patients WTP for INI ($153.70±$99.90, P<0.001) that we previously reported. WTP for INI in subgroup of respondents with diabetes was $98.52±$48.57, significantly more than the WTP of general public (Mann-WhitneyU=365.0,Z=-4.0, P<0.001). Multiple regression analysis showed a strong association between respondents' income and having diabetic (self or family member) and their WTP for INI (F=32.07,df(4&80), P<0.001). Major factors influencing the respondents preference and WTP were convenience and income. CONCLUSION: GTA general public prefer INI over SCI and will pay significantly more per month than the current SCI cost. The results could be used in a cost-benefit analysis and for future policy making.