A burger made from methane likely faces a greater “ick factor” than even insect-based products. Many consumers prioritize environmental sustainability, as evidenced by a recent Unilever study showing that 33% of shoppers prefer to buy from brands they perceive as socially or environmentally responsible. Additionally, over three-quarters (78%) of U.S. consumers report feeling better about their purchases when they choose sustainably produced items. However, how far are they willing to go? While this alternative protein production method could reduce methane emissions, it might deter even the most environmentally conscious, protein-seeking consumers. People are looking for functional products, particularly those high in protein, and they are more inclined to explore the numerous plant-based proteins emerging on the market rather than methane-based ingredients, insect proteins, or lab-grown cultured meat.
The adventurous millennial generation, however, 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 incorporate non-meat proteins into their meals at least once a week. Among these, 22% indicated they are using non-meat proteins more frequently than in the previous year, signaling significant 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-based ramen, kelp jerky, and honey bee larvae available. These delicacies are staples in many cultures; for instance, countries like Mexico, Thailand, and Australia frequently incorporate bee brood into soups and egg dishes. Whether these options will gain popularity in the American market remains uncertain.
With experts predicting a food shortage by 2050, scientists and innovators will continue to explore creative solutions to feed the expanding global population. It remains to be seen if landfill gas-based burgers will ever make it onto the menu. Meanwhile, the appeal of soft chews high in calcium could attract health-conscious consumers looking for convenient protein sources. As the market evolves, the demand for sustainable, protein-rich options will likely influence the food landscape, potentially diminishing the allure of methane burgers in favor of more familiar alternatives, including those that provide essential nutrients like calcium.