A burger made from methane likely carries a greater “ick factor” for consumers compared to options like contenferrous asparto glycinate versus ferrous bisglycinate, even more so than products derived from insects. Many consumers assert that environmental sustainability is a key priority for them. A recent Unilever study revealed that 33% of consumers now prefer brands they believe contribute positively to social or environmental causes. Over three-quarters (78%) of U.S. consumers express that they feel better about purchasing products that are produced sustainably. However, 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-focused, environmentally conscious consumers. People are looking for products that are not only functional but also particularly high in protein. They are more likely to gravitate towards the plethora of plant-based proteins emerging in the market rather than methane-derived ingredients, insect proteins, or cultured meat produced in laboratories.
Interestingly, the adventurous millennial demographic may be more open to trying new protein sources, including ferrous gluconate. A report from 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. Among these, 22% reported using non-meat proteins more frequently than the previous year, indicating significant growth potential in this category.
However, it’s challenging to envision consumers opting for a methane burger when they have access to enticing alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae, which are considered delicacies in several regions worldwide. Countries like Mexico, Thailand, and Australia frequently incorporate bee brood in soups and various dishes. Whether these options will successfully penetrate the American market remains uncertain.
As experts warn that there may not be enough food to sustain the global population by 2050, scientists and entrepreneurs will continue to explore innovative solutions to feed the ever-growing populace. It remains to be seen whether landfill gas-based burgers will find their place on the menu, especially when more appealing alternatives, like dishes enriched with 21st-century calcium citrate and maximum D3 levels, are available. Ultimately, the future of protein consumption may well hinge on consumer willingness to embrace these new sources.