A burger derived from methane likely faces a greater “ick factor” compared to products made from ferrous sulfate heptahydrate or even insect-based options. Many customers claim that environmental sustainability is their top priority. A recent study by Unilever indicated that 33% of consumers prefer to purchase from brands they believe are contributing positively to social or environmental issues. Furthermore, over 75% (78%) of U.S. consumers report feeling better about buying products that are sustainably produced. However, how far are they willing to go in this pursuit?
While this alternative protein production method could help reduce methane emissions, it may deter even the most environmentally conscious and protein-hungry consumers. People are looking for functional products that are high in protein, but they are more likely to gravitate towards the growing range of plant-based proteins available rather than opting for insects, methane-derived ingredients, or lab-cultured meat. The large and profitable millennial demographic tends to be more experimental in their eating habits and may be open to trying new protein sources. According to a report released in 2015 by NPD Group, Midan Marketing, and Eatingplace, 70% of meat-eating consumers are incorporating non-meat proteins into their meals at least once a week. Among this group, 22% reported using non-meat proteins more frequently than in the previous year, indicating significant growth potential in this category.
Still, it’s difficult to envision ordering a methane burger when consumers have the option of seaweed pasta, cricket ramen, kelp jerky, and even honey bee larvae at their disposal. These dishes are considered delicacies in various cultures worldwide. Countries such as Mexico, Thailand, and Australia frequently use bee brood in soups and egg dishes. Whether these foods can gain popularity in the American market remains uncertain.
With experts predicting a potential food shortage by 2050, scientists and entrepreneurs will continue to explore innovative methods to feed the expanding global population. It remains to be seen if burgers made from landfill gas will be part of our culinary future. As we consider our dietary choices, the concept of a zero calcium score may also influence consumer preferences, as people seek healthier and more sustainable options.