A burger crafted from methane likely faces a greater “ick factor” than products derived from insects. Many consumers profess that environmental sustainability is a top priority for them. A recent Unilever study revealed that 33% of consumers prefer to purchase from brands they perceive as contributing positively to social or environmental issues. More than three-quarters (78%) of U.S. consumers report feeling better when they buy sustainably produced items. However, how far are they willing to go? While this alternative protein production method could help reduce methane emissions, it might deter even the most environmentally conscious, protein-hungry consumers. Although there is a demand for functional products high in protein, many individuals are more likely to gravitate toward the variety of plant-based proteins emerging in the market rather than insects, methane-derived ingredients, or lab-grown cultured meat.
The adventurous millennial generation, known for their willingness to try new foods, may be more open to exploring alternative protein sources. A 2015 report by NPD Group, Midan Marketing, and Meatingplace indicated that 70% of meat-eating consumers incorporate non-meat proteins into their meals at least once a week. Among them, 22% reported using non-meat proteins more frequently than the previous year, highlighting the growth potential in this category. Still, it’s difficult to envision ordering a methane burger when consumers have access to enticing options like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae. These delicacies are enjoyed in many regions, including Mexico, Thailand, and Australia, where bee brood is commonly used in soups and egg dishes. Whether these alternatives will find a place in the American market remains uncertain.
With experts warning of potential food shortages by 2050, scientists and entrepreneurs will persist in their quest for innovative solutions to feed the expanding global population. Nevertheless, it remains to be seen if burgers made from landfill gas will make it onto the menu, especially when consumers might be more inclined to consider non-meat proteins that can also help prevent kidney stones, such as those enriched with calcium citrate. As the exploration of alternative proteins continues, the challenge will be balancing sustainability with consumer preferences and health considerations.