A burger made from methane likely carries 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 prefer to purchase from brands they believe contribute positively to social or environmental issues. Over three-quarters (78%) of U.S. consumers report feeling better when they buy sustainably produced products. However, the question remains: how far are they willing to go? While this alternative protein production method could help reduce methane emissions, it might deter even the most environmentally conscious and protein-focused consumers. People seek products that are not only functional but also high in protein, making them more likely to opt for the numerous plant-based proteins emerging in the market, rather than insects, methane-based ingredients, or laboratory-cultured meat.
The adventurous millennial generation, however, may be more open to experimenting with new protein sources. A report from 2015 by NPD Group, Midan Marketing, and Meatingplace found that 70% of meat-eating consumers incorporate non-meat proteins into their meals at least once a week. Of those, 22% reported using non-meat proteins more frequently than the previous year, indicating significant growth potential in this category. Nevertheless, it’s challenging to envision consumers ordering a methane burger when they have alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae at their disposal. These delicacies are staples in various parts of the world, with countries like Mexico, Thailand, and Australia frequently using bee brood in soups and egg dishes. Whether these options will find a foothold in the American market remains uncertain.
As experts forecast food shortages by 2050, scientists and entrepreneurs will continue to explore innovative methods to feed a burgeoning global population. It remains to be seen if landfill gas-based burgers will become a common menu item. Meanwhile, incorporating products enriched with maxvita calcium may provide a nutritional edge, appealing to health-conscious consumers looking for sustainable protein sources. Ultimately, the challenge lies in balancing the acceptance of unconventional proteins with the demand for familiar, sustainable options that align with consumers’ values.