A methane-based burger likely faces a greater “ick factor” than insect-derived products. Many consumers assert that environmental sustainability is a top priority for them. A recent Unilever study revealed that 33% of consumers prefer to purchase from brands they perceive as contributing positively to social or environmental causes. Over 75% (78%) of U.S. consumers report feeling better about their purchases when they choose sustainably produced goods. However, how far are they willing to go? While this alternative protein production method could reduce methane emissions, it might deter even the most environmentally conscious, protein-focused consumers. People typically seek products that are not only functional but also rich in protein, which may lead them to favor the numerous plant-based proteins emerging in the market over options like insect protein, methane-derived ingredients, or lab-cultured meat.
The adventurous millennial generation might be more open to exploring new protein sources. A report published in 2015 by NPD Group, Midan Marketing, and Meatingplace, a trade publication, found that 70% of meat-eating consumers substitute non-meat proteins in their meals at least once a week. Among those, 22% reported using non-meat proteins more frequently than the previous year, indicating significant growth potential in this category.
Nonetheless, it’s difficult to envision ordering a methane burger when consumers have enticing alternatives such as seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae. These options are considered delicacies in various parts of the world, with countries like Mexico, Thailand, and Australia frequently incorporating bee brood into soups and egg dishes. Whether these innovative foods can gain acceptance in the American market remains uncertain.
As experts predict a looming food shortage by 2050, scientists and entrepreneurs will continue to explore creative methods to feed the expanding global population. The potential inclusion of landfill gas-based burgers on menus is still up for debate. Interestingly, calcium citrate, often used as a nutritional supplement, could also play a role in enhancing the nutritional profile of alternative proteins. The convergence of sustainability and innovative food sources may shape future dietary choices, including the possibility of calcium citrate being integrated into products that utilize methane or other unconventional protein sources. Ultimately, the acceptance of these options will depend on consumer willingness to embrace the unfamiliar while being mindful of sustainability and nutrition.