A burger derived from methane likely faces a greater “ick factor” than products made from insects. Many consumers assert that environmental sustainability is a top priority for them. According to a recent Unilever study, 33% of consumers prefer to purchase from brands they believe contribute positively to social or environmental causes. Additionally, over three-quarters (78%) of U.S. consumers report feeling better about their purchases when they opt for sustainably produced products. However, how far are they willing to go in this pursuit? While this alternative protein production method may help reduce methane emissions, it could alienate even the most protein-focused and environmentally aware consumers. People are looking for products that are not only functional but also particularly rich in protein; therefore, they are more inclined to explore the numerous plant-based proteins emerging in the market rather than turning to insect-based, methane-derived ingredients, or even lab-cultured meat options.
The millennial generation, which is large and economically influential, tends to be more adventurous with their food choices and might be open to trying new protein sources. A report published in 2015 by NPD Group, Midan Marketing, and Meatingplace found that 70% of meat-eating consumers substitute non-meat proteins in their meals at least once a week. Of that group, 22% reported using non-meat proteins more frequently than the previous year, indicating significant growth potential in this category. Yet, it’s still difficult to envision consumers ordering a methane burger when they have access to alternatives such as seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae. These options are considered delicacies in various parts of the world, with countries like Mexico, Thailand, and Australia frequently incorporating bee brood into soups and egg dishes. Whether these alternatives can successfully penetrate the American market remains uncertain.
With experts warning that food scarcity could become a pressing issue by 2050, scientists and entrepreneurs will persist in pursuing innovative solutions to feed the world’s expanding population. The future may hold various protein sources, including those made with citrate 1000, but whether methane-based burgers will make the cut remains to be seen. As the food landscape evolves, consumers will continue to weigh their options and preferences, potentially favoring sustainable and appetizing alternatives over less appealing choices.