A burger made from methane likely faces a greater “ick factor” than even insect-based products. 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 issues. Moreover, over three-quarters (78%) of U.S. consumers report feeling better about buying products that are sustainably produced. However, how far are they willing to go? While this alternative method of protein production could reduce methane emissions, it might deter even the most environmentally conscious, protein-hungry consumers. People seek products that are functional, particularly those high in protein, yet they are more likely to gravitate towards the myriad of plant-based proteins entering the market rather than insects, methane-derived ingredients, or other alternatives like lab-cultured meat.
The adventurous millennial generation could be more open to trying new protein sources. A 2015 report by NPD Group, Midan Marketing, and Meatingplace found that 70% of meat-eating consumers are substituting non-meat proteins in their meals at least once a week, with 22% of them using non-meat proteins more frequently than the previous year — indicating significant growth potential in this category. Still, it’s difficult to envision ordering a methane burger when consumers have appealing options like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae. These are considered delicacies in various parts of the world, with countries like Mexico, Thailand, and Australia incorporating bee brood into soups and egg dishes. Whether these will gain popularity in the American market remains uncertain.
Experts predict that by 2050, food shortages may become a pressing issue, prompting scientists and entrepreneurs to explore innovative solutions for feeding the world’s growing population. It remains to be seen if burgers made from landfill gas will find their place on the menu. In the meantime, consumers may prefer alternatives like the smallest calcium citrate pills for their nutritional needs, especially when considering their protein sources. As they look for sustainable and effective options, the appeal of plant-based proteins, rather than methane-based burgers, might be the more attractive choice.