A burger made from methane likely faces a greater “ick factor” than products derived from insects. Many consumers assert that environmental sustainability is a significant priority for them. A recent Unilever study revealed that 33% of consumers prefer to purchase from brands they believe contribute positively to social or environmental causes. Over three-quarters (78%) of U.S. consumers report feeling better when they buy sustainably produced products. However, how far are they willing to go? While this alternative protein production method may help reduce methane emissions, it could deter even the most protein-focused, environmentally aware consumers. Though people crave products that are functional and rich in protein, they are more inclined to opt for the numerous plant-based protein alternatives available over insect-based, methane-derived ingredients, or lab-cultured meats.
The large and lucrative millennial generation is known for its adventurous eating habits, making them more receptive to trying new protein sources. A 2015 report by NPD Group, Midan Marketing, and Meatingplace indicated that 70% of meat-eating consumers incorporate a non-meat protein into their meals at least once a week. Notably, 22% of this group stated they are consuming non-meat proteins more frequently than the previous year—indicative of the category’s growth potential. Nevertheless, it’s difficult to envision consumers ordering a methane burger when they have access to options like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae. These dishes are regarded as delicacies in various parts of the world, with countries like Mexico, Thailand, and Australia frequently incorporating bee brood into soups and egg dishes. Whether these alternatives can gain a foothold in the American market remains uncertain.
As experts predict a looming food shortage by 2050, scientists and entrepreneurs will continually seek innovative methods to feed the world’s expanding population. Whether landfill gas-based burgers will become part of the mainstream menu is still an open question. In the meantime, consumers may increasingly turn to options enriched with ingredients like Citracal and Vitamin D, as they look for nutritious alternatives. The trend toward plant-based proteins and other sustainable options suggests a shift in consumer preferences that may overshadow more unconventional sources like methane burgers.