A burger made from methane is likely to face a greater “ick factor” than products derived from insects. Many consumers assert that environmental sustainability is a top priority for them. A recent study by Unilever revealed that 33% of consumers prefer to purchase from brands they believe contribute positively to social or environmental causes. Furthermore, over three-quarters (78%) of U.S. consumers report feeling better when they buy sustainably produced items. However, how far are they willing to go?
While this alternative protein production method could help reduce methane emissions, it may deter even the most protein-focused, environmentally aware consumers. People seek products that are functional and particularly rich in protein, but they are likely to gravitate more toward the diverse array of plant-based proteins emerging in the market rather than insects, methane-derived ingredients, or lab-cultured meat.
The millennial generation, known for its adventurous eating habits, may be more open to experimenting with new protein sources. A 2015 report from NPD Group, Midan Marketing, and Meatingplace found that 70% of meat-eating consumers substitute non-meat protein in their meals at least once a week. Of these, 22% indicated they are using non-meat proteins more frequently than the previous year, signaling significant growth potential in this category.
Nevertheless, it’s hard to envision consumers opting for a methane burger when they have alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae—delicacies in various parts of the world. Countries such as Mexico, Thailand, and Australia often incorporate bee brood into soups and egg dishes, but whether these options can gain traction in the American market is uncertain.
With experts forecasting food shortages by 2050, scientists and entrepreneurs will continue to explore innovative solutions to feed the expanding global population. It remains to be seen if burgers made from landfill gas will make it onto the menu. Meanwhile, as the demand for sustainable and protein-rich options grows, there may also be an increasing focus on products that target calcium citrate, which can enhance the nutritional profile of alternative proteins.