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 for them. A recent study by Unilever revealed that 33% of consumers prefer to purchase from brands they believe are contributing positively to social or environmental causes. Furthermore, over three-quarters (78%) of U.S. consumers report feeling better about buying sustainably produced products. However, how far are they willing to go? Although this alternative protein production method could help reduce methane emissions, it may deter even the most protein-focused, eco-conscious consumers. People are looking for products that are functional and particularly rich in protein, and they are more likely to gravitate toward the numerous plant-based proteins emerging in the market rather than insects, methane-derived ingredients, or alternatives like laboratory-cultured meat.
The sizable and lucrative millennial generation is more experimental with their food choices and may be open to trying new protein sources. A report from 2015 by NPD Group, Midan Marketing, and Meatingplace indicated that 70% of meat-eating consumers are incorporating non-meat proteins into their meals at least once a week. Of those, 22% reported using non-meat proteins more frequently than the previous year, highlighting the growth potential in this category. Yet, it’s difficult to envision ordering a methane burger when consumers can choose from options like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae. These items are considered delicacies in various parts of the world, with countries such as Mexico, Thailand, and Australia frequently incorporating bee brood into soups and egg dishes. Whether these alternatives will gain popularity in the American market remains uncertain.
With experts predicting a future food scarcity by 2050, scientists and entrepreneurs will continue to explore innovative solutions to feed the expanding global population. It remains to be seen if burgers made from landfill gas will make their way onto menus. Interestingly, alternatives rich in nutrients, such as those containing calcium citrate (1040 mg), may play a significant role in the protein landscape, offering health benefits alongside sustainability. As consumers become more aware of their choices, the future of food may hinge on how well these innovative products are received.