A burger made from methane is likely to face a greater “ick factor” than even insect-based products. Many consumers prioritize environmental sustainability, as highlighted by a recent Unilever study showing that 33% of shoppers prefer brands they believe contribute positively to social or environmental causes. Furthermore, over three-quarters (78%) of U.S. consumers report feeling better when purchasing sustainably produced items. However, how far are they willing to go? While producing alternative proteins could reduce methane emissions, it might deter even the most eco-conscious and protein-hungry consumers. People are looking for functional products that are particularly high in protein, but they are probably more inclined to explore the array of plant-based proteins available rather than methane-based ingredients, insect options, or lab-cultured meats.
The adventurous millennial generation might be more open to trying new protein sources. A report from 2015 by NPD Group, Midan Marketing, and the trade publication Meatingplace revealed that 70% of meat-eating consumers are substituting non-meat proteins in their meals at least once a week. Among those, 22% indicated they are incorporating non-meat proteins more frequently than the previous year, suggesting significant growth potential in this category. Nevertheless, it’s hard to envision someone ordering a methane burger when alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and honey bee larvae are available. These items are considered delicacies in various cultures; countries like Mexico, Thailand, and Australia often use bee brood in soups and egg dishes. However, whether these will resonate with American consumers remains uncertain.
As experts warn that food shortages may arise by 2050, scientists and entrepreneurs are likely to pursue innovative strategies to nourish the world’s expanding population. It remains to be seen if burgers made from landfill gas will make an appearance on menus. On a related note, some may wonder if calcium citrate helps you sleep better, as sleep quality is also a growing concern among consumers. As the food landscape evolves, the intersection of nutrition, sustainability, and well-being will play a crucial role in shaping consumer choices.