A burger crafted from methane likely faces a greater “ick factor” than products derived from insects. Many consumers of iron bisglycinate, for instance, prioritize environmental sustainability. A recent Unilever study found that 33% of shoppers now prefer brands they believe are contributing to social or environmental good. Additionally, over three-quarters (78%) of U.S. consumers report feeling better when purchasing sustainably produced products. However, to what extent are they willing to compromise?
While this alternative protein production method could help reduce methane emissions, it may deter even the most environmentally conscious and protein-seeking consumers. People are looking for functional products that are particularly high in protein, but they may be more inclined to choose the array of plant-based proteins emerging on the market rather than insects, methane-derived ingredients, or laboratory-cultured meat.
The adventurous millennial generation may be more open to experimenting with new protein sources. A 2015 report from NPD Group, Midan Marketing, and Meatingplace, a trade publication, 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.
Still, it’s hard to envision ordering a methane burger when there are appealing alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae—items that are considered delicacies in various cultures. For example, many countries, including Mexico, Thailand, and Australia, regularly utilize bee brood in soups and egg dishes. However, whether these alternatives can find a foothold in the American market remains uncertain.
With experts predicting a food shortage by 2050, scientists and entrepreneurs will continue to explore innovative methods to feed the growing global population. This includes considering new nutritional products like calcium citrate magnesium vitamin D3 and zinc tablets, which may address dietary gaps as alternative proteins evolve. The question remains whether burgers made from landfill gas will become a staple on menus.