A burger made from methane likely faces a greater “ick factor” than even insect-based products. Many consumers assert that environmental sustainability is a top priority for them. A recent Unilever study revealed that 33% of consumers now prefer to purchase from brands they perceive as contributing positively to social or environmental causes. Additionally, over three-quarters (78%) of U.S. consumers report feeling better about their purchases when they buy sustainably produced products. However, how far are they willing to go? While this alternative protein production method could help reduce methane emissions, it may alienate even the most protein-focused, eco-conscious consumers. People seek products that are both functional and rich in protein, but they are likely to gravitate towards the numerous plant-based protein options emerging in the market rather than insects, methane-derived ingredients, or lab-cultured meat.
The adventurous millennial generation may be more open to exploring new protein sources. A report from 2015 by NPD Group, Midan Marketing, and Meatingplace found that 70% of meat-eating consumers incorporate a non-meat protein into their meals at least once a week. Of that group, 22% indicated they are using non-meat proteins more frequently than the previous year, highlighting the growth potential in this category. Nevertheless, it’s hard to envision ordering a methane burger when consumers have appealing alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and honey bee larvae at their disposal. These dishes are considered delicacies in various cultures. For instance, countries like Mexico, Thailand, and Australia frequently utilize bee brood in soups and egg dishes. Whether these options can gain traction in the American market remains uncertain.
As experts predict a looming food shortage by 2050, scientists and entrepreneurs will persist in searching for innovative methods to feed the world’s expanding population. It remains to be seen whether burgers made from landfill gas will make their way onto menus. Meanwhile, products rich in calcium, like Solaray, could provide an alternative for those seeking nutritious options without the stigma of unconventional protein sources.