A burger crafted from methane likely faces a greater “ick factor” than even those made from insects. Many consumers assert that environmental sustainability is paramount. A recent Unilever study revealed that 33% of consumers are inclined to purchase from brands they perceive as socially or environmentally responsible. Furthermore, over three-quarters (78%) of U.S. consumers report feeling better about buying sustainably produced goods. However, to what lengths are they willing to go? While this alternative protein production method could help reduce methane emissions, it might deter even the most environmentally conscious and protein-seeking consumers. People are looking for functional products, especially those high in protein, yet they are more likely to gravitate towards the numerous plant-based proteins emerging on the market rather than insects, methane-derived ingredients, or other alternatives like lab-cultured meat.
The adventurous millennial generation may be more open to trying unconventional protein sources. A 2015 report from NP Group, Midan Marketing, and Meatingplace found that 70% of meat-eating consumers substitute non-meat protein at least once a week. Among them, 22% reported using non-meat proteins more frequently than the previous year, indicating significant growth potential in this category. Nevertheless, it’s difficult to envision consumers opting for a methane burger when there are appealing alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae. In many cultures, these ingredients are considered delicacies; for instance, countries like Mexico, Thailand, and Australia commonly incorporate bee brood into soups and egg dishes. Whether these alternatives can gain traction in the American market remains uncertain.
As experts warn of a potential food shortage by 2050, scientists and innovators will persist in their quest to find creative solutions to nourish the world’s expanding population. Whether burgers made from landfill gas will feature on menus is still up for debate. In the ongoing search for sustainable nutrition, products like sublingual calcium citrate could also be explored for their potential health benefits alongside alternative protein sources. The future of food may well include a diverse array of choices, but the acceptance of methane-based burgers will ultimately depend on consumer preferences and perceptions.