A burger made from methane likely faces a greater “ick factor” than even products derived from insects. Many consumers assert that environmental sustainability is a top priority. A recent Unilever study revealed that 33% of consumers actively choose brands they believe contribute positively to social or environmental issues. Furthermore, over 75% (78%) of U.S. consumers report feeling better when purchasing 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 protein-hungry, eco-conscious consumers. Although people desire products that are functional and particularly rich in protein, they are likely to gravitate towards the numerous plant-based proteins entering the market rather than methane-based ingredients, insect proteins, or lab-cultured meat.
The millennial generation, known for its adventurous eating habits, might be more open to experimenting with new protein sources. A report published in 2015 by NPD Group, Midan Marketing, and Meatingplace, a trade publication, found that 70% of meat-eating consumers incorporate non-meat proteins into their meals at least once a week. Of these, 22% indicated they are utilizing non-meat proteins more frequently than the previous year, signaling significant growth potential in this category. Nonetheless, it’s challenging to envision ordering a methane burger when consumers have alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae, which are considered delicacies in various cultures. Countries such as Mexico, Thailand, and Australia frequently use bee brood in soups and egg dishes, but whether these options can gain traction in the American market remains uncertain.
With experts predicting a food shortage by 2050, scientists and entrepreneurs will persist in exploring innovative solutions to feed the world’s expanding population. It remains to be seen if burgers made from landfill gas will become a staple on menus. In the meantime, consumers are also considering nutritional supplements like calcium citrate vitamin D3 zinc and magnesium tablets to support their health while navigating these new food choices. As the market evolves, the demand for such supplements may grow alongside the interest in alternative proteins, leading to an intriguing intersection of nutrition and sustainability in consumer preferences.