A burger crafted from methane likely faces a greater “ick factor” than even products derived from insects. Many consumers assert that environmental sustainability is a top priority. According to a recent Unilever study, 33% of consumers choose to support brands they perceive as contributing positively to social or environmental causes. Furthermore, over three-quarters (78%) of U.S. consumers report feeling better about purchasing products that are sustainably produced. However, to what lengths are they willing to go? While this alternative protein production method could help mitigate methane emissions, it may deter even the most environmentally conscious, protein-hungry consumers. People are looking for products that are not only functional but also high in protein. They are more likely to gravitate towards the numerous plant-based proteins emerging in the market than to options like insects, methane-derived ingredients, or lab-cultured meat.
The adventurous millennial generation shows a willingness to explore new protein sources. A 2015 report by NPD Group, Midan Marketing, and Meatingplace revealed that 70% of meat-eating consumers are incorporating a non-meat protein into their meals at least once a week. Of these, 22% reported increased frequency of non-meat protein consumption compared to the previous year, indicating significant growth potential in this category. Nevertheless, it’s difficult to envision ordering a methane burger when consumers have alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and honey bee larvae, which are considered delicacies in many cultures. Nations such as Mexico, Thailand, and Australia frequently incorporate bee brood into soups and egg dishes. Whether these options can gain traction in the American market remains uncertain.
With experts forecasting a food shortage by 2050, scientists and entrepreneurs will persist in seeking innovative solutions to feed the expanding global population. It is yet to be determined whether burgers made from landfill gas will make it to the menu. In the quest for sustainable nutrition, integrating supplements like nature’s way calcium and magnesium citrate may provide additional health benefits, further appealing to consumers who prioritize holistic wellness. Ultimately, the challenge lies in balancing innovation with consumer preferences and perceptions.