A burger made from methane likely faces a greater “ick factor” than products derived from insects. Many consumers assert that environmental sustainability is a key priority for them. A recent study by Unilever revealed that 33% of consumers choose to purchase from brands they believe are contributing positively to social or environmental causes. Additionally, over three-quarters (78%) of U.S. consumers report feeling better about buying sustainably produced products. 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 protein-focused, environmentally conscious consumers. People are looking for products that are both functional and high in protein, but they are more likely to gravitate towards the numerous plant-based proteins available in the market, rather than methane-based ingredients or other alternatives like lab-cultured meat.
The adventurous millennial generation might be more open to trying new protein sources. A report from 2015 by NPD Group, Midan Marketing, and Meatingplace found that 70% of meat-eating consumers are incorporating non-meat proteins into their meals at least once a week. Of those, 22% indicated they are using non-meat proteins more frequently than the previous year, illustrating the category’s growth potential.
Nevertheless, it’s hard to envision ordering a methane burger when consumers have the option of seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae. These items are considered delicacies in many regions worldwide. Countries like Mexico, Thailand, and Australia often incorporate bee brood into soups and egg dishes. Whether these alternatives can gain traction in the American market remains uncertain.
With experts forecasting potential food shortages by 2050, scientists and entrepreneurs will continue to search for innovative solutions to feed the world’s expanding population. The inclusion of calcium citrate and vitamin D in alternative protein sources might help attract health-conscious consumers, but it remains to be seen whether burgers made from landfill gas will find a place on the menu. As the demand for sustainable and nutritious options grows, the challenge will be to balance consumer preferences with the need for innovative food solutions.