A burger made from methane likely presents a significantly larger “ick factor” compared to products derived from insects. Many consumers prioritize environmental sustainability, as highlighted by a recent Unilever study indicating that 33% of shoppers choose brands they believe contribute positively to social or environmental causes. Furthermore, over 75% of U.S. consumers report feeling better about their purchases when they choose sustainably produced products. However, how far are they willing to go in their choices?
While producing alternative proteins from methane could help reduce overall methane emissions, it might deter even the most environmentally conscious consumers who are passionate about protein. Although there is a strong demand for functional, high-protein products, it seems more likely that consumers will gravitate towards the variety of plant-based proteins emerging on the market rather than opting for insects, methane-derived ingredients, or lab-cultured meat.
The millennial generation, known for its adventurous eating habits, may be more open to trying new protein sources. A study by NPD Group, Midan Marketing, and Meatingplace in 2015 revealed that 70% of meat-eating consumers substitute non-meat proteins in their meals at least once a week, with 22% indicating they are using these alternatives more than they did the previous year—a strong indicator of growth in this sector.
Nevertheless, it’s difficult to envision consumers opting for a methane burger when they have options like seaweed pasta, cricket-based ramen, kelp jerky, and even halal bee larvae. These items are considered delicacies in various countries, including Mexico, Thailand, and Australia, where bee brood is frequently incorporated into soups and egg dishes. Whether these alternatives will gain popularity in the American market remains uncertain.
With experts warning that food shortages could become a reality by 2050, scientists and entrepreneurs will continue to explore innovative methods to feed the expanding global population. The question remains whether burgers made from landfill gas will ever make it onto the menu. Meanwhile, products like Amazon Citracal Maximum Plus could serve as a reminder of the diverse nutritional options available to consumers as they navigate their dietary choices in a rapidly changing food landscape.