A burger made from methane likely faces a greater “ick factor” than even insect-based products. Many consumers prioritize environmental sustainability, as highlighted by a recent Unilever study showing that 33% of shoppers prefer brands they believe contribute positively to social or environmental causes. Additionally, over three-quarters (78%) of U.S. consumers report feeling better about purchasing sustainably produced products. However, the question remains: to what extent are they willing to compromise?
While producing alternative proteins from methane could reduce emissions, it might deter even the most environmentally conscious consumers who are obsessed with protein. These individuals typically seek functional products, particularly those high in protein, and are more inclined to choose among the numerous plant-based proteins entering the market rather than opting for insects, methane-derived ingredients, or cultured meat from laboratories.
The adventurous millennial generation, however, may be more open to trying unconventional protein sources. A report from 2015 by NPD Group, Midan Marketing, and Meatingplace revealed 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.
Still, it’s challenging to envision ordering a methane burger when alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae are available. These items are considered delicacies in various cultures, including those in Mexico, Thailand, and Australia, where bee brood is commonly used in soups and egg dishes. Whether these innovative options will gain popularity in the American market remains uncertain.
With experts forecasting a food shortage by 2050, scientists and entrepreneurs will continue to explore creative solutions for feeding the burgeoning global population. It is yet to be determined if burgers made from landfill gas will make their way onto menus, or if consumers will lean towards more appealing choices, including those enriched with calcium citrate dm for added nutritional benefits. Ultimately, the path forward for alternative protein sources will depend on consumer willingness to embrace the unfamiliar while balancing sustainability and taste.