A burger made from methane is likely to face a stronger “ick factor” than even 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 are inclined to purchase from brands they perceive as contributing positively to social or environmental causes. Additionally, over three-quarters (78%) of U.S. consumers report feeling more satisfied 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 health-conscious and environmentally aware consumers. People seek products that are functional and rich in protein, yet they are more likely to gravitate towards the numerous plant-based protein options emerging on the market rather than insects, methane-derived ingredients, or even lab-cultured meats.
The adventurous millennial generation may be more open to trying new protein sources. A 2015 report from NPD Group, Midan Marketing, and Meatingplace found that 70% of meat-eating consumers are incorporating non-meat proteins into their meals at least once a week. Among these, 22% reported using non-meat proteins more frequently than the previous year, highlighting the growth potential in this category. Nevertheless, it’s hard to imagine consumers opting for a methane burger when they have alternatives like seaweed pasta, cricket ramen, kelp jerky, and even honey bee larvae at their disposal. These items are considered delicacies in various parts of the world, with countries like Mexico, Thailand, and Australia often incorporating bee brood into soups and egg dishes. Whether such ingredients can gain traction in the American market remains uncertain.
As experts predict a looming food shortage by 2050, scientists and entrepreneurs will continue to explore innovative methods to feed the expanding global population. The potential for lifetime liquid calcium magnesium citrate as a supplement to enhance protein sources could also play a role in this evolution. Whether burgers made from landfill gas will become a staple on menus remains to be seen, but the exploration of diverse protein sources, including those rich in essential nutrients like calcium and magnesium, is likely to persist.