A burger made from methane likely faces a greater “ick factor” than even those products derived from insects. Many consumers prioritize environmental sustainability, as highlighted by a recent Unilever study that revealed 33% of shoppers choose brands they believe are contributing positively to social or environmental issues. Additionally, over three-quarters (78%) of U.S. consumers report feeling better about their purchases when they opt for sustainably produced items. However, how far are they willing to go in their choices? While this alternative protein production method could reduce methane emissions, it may deter even the most protein-hungry, eco-conscious consumers. People are seeking products that are both functional and high in protein, but they are likely to prefer the myriad of plant-based proteins emerging in the market rather than options like insect proteins, methane-derived ingredients, or lab-grown cultured meat.
The adventurous millennial generation is more open to trying new food sources, which could make them more receptive to alternative proteins. A 2015 report by 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 this group, 22% reported using non-meat proteins more frequently than the previous year, indicating significant growth potential in this category. Nonetheless, it’s challenging to envision people ordering a methane burger when they have access to appealing alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and honey bee larvae—delicacies enjoyed in various regions worldwide. Countries such as Mexico, Thailand, and Australia frequently use bee brood in soups and egg dishes, but whether these alternatives can gain traction in the U.S. market remains uncertain.
Experts predict that by 2050, food shortages may become a pressing issue, prompting scientists and entrepreneurs to explore innovative solutions to feed the expanding global population. The role of natural factors, such as calcium, in alternative protein sources will also be a critical consideration. Ultimately, it remains to be seen if burgers made from landfill gas will find a place on American menus. The growing interest in sustainable eating and the search for new protein sources will likely shape the future of food consumption.