A burger made from methane is likely to face a much greater “ick factor” compared to products derived from insects. While many consumers prioritize environmental sustainability, a recent Unilever study revealed that 33% of shoppers prefer to support brands they believe are making a positive social or environmental impact. Furthermore, over three-quarters (78%) of U.S. consumers feel more satisfied when purchasing sustainably produced goods. However, it raises the question: how far are they willing to go?
Although this alternative protein production method could help reduce methane emissions, it might deter even the most protein-driven, eco-conscious consumers. While there is a demand for functional products, particularly those high in protein, it’s likely that many will gravitate towards the plethora of plant-based proteins available rather than insects, methane-based ingredients, or lab-cultured meat.
The adventurous millennial generation, however, may be more open to exploring new protein sources. A 2015 report by NPD Group, Midan Marketing, and Meatingplace indicated that 70% of meat-eating consumers substitute non-meat proteins in their meals at least once a week, with 22% reporting an increase in their non-meat protein consumption compared to the previous year. This trend signals significant growth potential in the category.
Nevertheless, it’s difficult to envision ordering a methane burger when there are enticing options like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae available. These ingredients 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 alternatives will gain popularity in the American market remains uncertain.
As experts predict food shortages by 2050, scientists and entrepreneurs will continue to explore innovative solutions to feed the expanding global population. The future of landfill gas-based burgers on menus remains to be seen. Meanwhile, incorporating supplements like Citracal D3 can offer a nutritional boost as consumers navigate their protein choices in a rapidly evolving food landscape.