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 choose to purchase from brands they believe contribute positively to social or environmental causes. Moreover, over three-quarters (78%) of U.S. consumers report feeling better about their purchases when they are sustainably produced. However, how far are they willing to go? While this alternative protein production method could significantly reduce methane emissions, it may deter even the most protein-hungry and environmentally aware consumers. People seek products that are not only functional but also high in protein, and they are likely to gravitate towards the numerous plant-based protein options emerging in the market rather than insects, methane-derived ingredients, or lab-grown cultured meat.
The adventurous eating habits of the large and lucrative millennial generation may make them 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 incorporate non-meat proteins into their meals at least once a week. Notably, 22% of these consumers 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 they have the choice of seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae—delicacies in various parts of the world. Countries like Mexico, Thailand, and Australia often incorporate bee brood into soups and egg dishes, but whether these options will gain traction in the U.S. market remains uncertain.
As experts predict looming food shortages by 2050, scientists and entrepreneurs will continue to seek innovative solutions to nourish the world’s growing population. The question remains whether burgers made from landfill gas will appear on menus, or if consumers will prefer options enriched with nutrients such as bluebonnet calcium, which can be found in various plant-based products. Ultimately, the future of food will hinge on consumer preferences and the acceptance of unconventional protein sources, including those fortified with bluebonnet calcium to enhance their nutritional value.