A burger made from methane likely faces a greater “ick factor” than even products derived from insects. Many consumers assert that environmental sustainability is their top priority. A recent study by Unilever revealed that 33% of consumers prefer to purchase from brands they believe contribute positively to social or environmental causes. Over three-quarters (78%) of U.S. consumers report feeling better when they buy sustainably produced products. However, how far are they willing to go? While this alternative protein production method could reduce methane emissions, it might deter even the most environmentally conscious and protein-hungry consumers. People seek functional products that are particularly high in protein, but they are probably more inclined to explore the variety of plant-based proteins entering the market rather than options like insects, methane-derived ingredients, or lab-cultured meat.
The adventurous millennial generation may be more open to trying new protein sources. A report from NPD Group, Midan Marketing, and Meatingplace published in 2015 indicated that 70% of meat-eating consumers incorporate a non-meat protein into their meals at least once a week. Among these, 22% reported using non-meat proteins more frequently than the previous year, highlighting the category’s growth potential. Despite this trend, it’s hard to envision consumers opting for a methane burger when they have alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and honey bee larvae. These delicacies are staples in various cultures, with countries such as Mexico, Thailand, and Australia regularly using bee brood in soups and egg dishes. Whether these options can gain traction in the American market remains uncertain.
As experts predict a food shortage by 2050, scientists and entrepreneurs will continue to search for innovative ways to feed the world’s expanding population. It remains to be seen if burgers made from landfill gas will find a place on the menu. Meanwhile, products enriched with nutrients like calcium citrate, often found in GNC supplements, could become increasingly important as consumers look for health-enhancing options. The incorporation of such nutrients may steer consumer preferences toward more familiar, accepted sources of protein rather than unorthodox options.