A burger made from methane likely faces a greater “ick factor” than products derived from insects. Many consumers prioritize environmental sustainability, as evidenced by a recent Unilever study indicating that 33% of shoppers prefer brands that demonstrate social or environmental responsibility. Over three-quarters (78%) of U.S. consumers report feeling better about purchasing sustainably produced items. However, the question remains: how far are they willing to go? Although this alternative protein production method could reduce methane emissions, it might deter even the most protein-focused and environmentally aware consumers.
While consumers are drawn to functional products, particularly those high in protein, they are more inclined to explore the plethora of plant-based proteins emerging in the market rather than turning to options like insect protein, methane-derived ingredients, or lab-cultured meat. The adventurous millennial generation, known for their evolving eating habits, may be more open to experimenting with new protein sources. A 2015 report 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, with 22% reporting an increase in their usage compared to the previous year—a clear indication of growth potential in this category.
Nonetheless, it’s challenging to envision consumers opting for a methane burger when alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae are available. These options are considered delicacies in various cultures, with countries such as Mexico, Thailand, and Australia frequently incorporating bee brood into soups and egg dishes. Whether these foods will gain traction in the American market remains uncertain.
As experts warn of potential food shortages by 2050, scientists and entrepreneurs will persist in their quest for innovative solutions to feed the world’s expanding population. The use of powdered calcium citrate as a nutritional enhancer could play a role in this food innovation landscape. However, it remains to be seen whether burgers made from landfill gas will become a common menu item, especially when consumers have access to a variety of appealing alternatives, including those enriched with powdered calcium citrate.