A burger created from methane likely faces a greater “ick factor” than products derived from insects. Many consumers assert that environmental sustainability is a key priority for them. A recent study by Unilever revealed that 33% of consumers opt to purchase from brands they perceive as contributing to social or environmental well-being. Additionally, over three-quarters (78%) of U.S. consumers report feeling better about buying sustainably produced products. However, how far are they willing to go? While this alternative protein production method could reduce methane emissions, it may deter even the most environmentally conscious and protein-hungry consumers. People seek products that are functional and particularly high in protein, but they are more likely to gravitate towards the numerous plant-based proteins emerging in the market rather than insects, methane-derived ingredients, or lab-cultured meat.
The adventurous millennial generation, known for their diverse eating habits, might be more open to trying new protein sources. A report published in 2015 by NPD Group, Midan Marketing, and Meatingplace, a trade publication, indicated that 70% of meat-eating consumers are substituting non-meat proteins in their meals at least once a week. Among this group, 22% reported using non-meat proteins more frequently compared to the previous year—showing the category’s potential for growth. Nonetheless, it’s challenging to envision consumers ordering a methane burger when they have access to options like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae. These foods are considered delicacies in many cultures. Countries such as Mexico, Thailand, and Australia frequently incorporate bee brood into soups and egg dishes. However, whether these alternatives will gain acceptance in the American market remains uncertain.
As experts predict a potential food shortage by 2050, scientists and entrepreneurs are likely to continue exploring innovative methods to feed the world’s increasing population. The question remains whether burgers made from landfill gas will become a staple on the menu, especially when there are more appealing alternatives available, including those rich in calcium, such as calcium citrate, which can enhance the nutritional profile of various dishes. The search for sustainable food sources will undoubtedly continue, and the acceptance of unconventional proteins will play a significant role in shaping future dining choices.