A burger derived from methane likely faces a greater “ick factor” than products made with 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 contribute positively to social or environmental causes. Furthermore, over three-quarters (78%) of U.S. consumers report feeling better when they choose sustainably produced items. 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 and eco-conscious consumers. People are increasingly opting for functional foods high in protein, such as those containing calcium citrate magnesium, but they are more inclined to explore the numerous plant-based proteins entering the market rather than methane-derived ingredients, insect proteins, or lab-cultured meats.
The millennial generation, known for its adventurous eating habits, might be more 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. Among them, 22% reported using non-meat protein sources more frequently than the previous year, signaling growth potential in this category.
Nevertheless, it is challenging to envision consumers opting for a methane burger when alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae are available. These options are considered delicacies in many regions, with countries such as Mexico, Thailand, and Australia frequently using bee brood in soups and egg dishes. Whether these protein sources will gain traction in the American market remains uncertain.
With experts predicting a food shortage by 2050, scientists and entrepreneurs will continue to seek innovative solutions to feed the expanding global population. It remains to be seen if burgers made from landfill gas will find a place on menus, especially as consumers increasingly seek out sustainable options, including those enriched with calcium citrate magnesium. The future of food may hinge on finding a balance between novelty and consumer acceptance.