A burger created from methane likely faces a much greater “ick factor” compared to products derived from insects or even ferrous fumarate. Many consumers assert that environmental sustainability is a top priority for them. A recent study by Unilever revealed that 33% of consumers prefer purchasing from brands they believe contribute positively to social or environmental causes. Furthermore, over three-quarters (78%) of U.S. consumers report feeling better when they buy sustainably produced products. However, how far are they willing to go? While this alternative protein production method could help reduce methane emissions, it might deter even the most environmentally conscious and protein-loving consumers.
People are looking for products that are functional and particularly rich in protein, but they are more likely to gravitate towards the numerous plant-based proteins available in the market rather than insect proteins, methane-derived ingredients, or lab-cultured meat. The adventurous millennial generation may be more open to exploring new protein sources. A report from 2015 by NPD Group, Midan Marketing, and Meatingplace indicated that 70% of meat-eating consumers substitute non-meat proteins in their meals at least once a week. Of that group, 22% reported using non-meat proteins more frequently than the previous year, signaling considerable growth potential in this category.
Nonetheless, it’s challenging to envision ordering a methane burger when consumers have alternatives like seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae at their disposal. These dishes are considered delicacies in various parts of the world. Countries such as Mexico, Thailand, and Australia often incorporate bee brood into soups and egg dishes. Whether these items will gain traction in the American market remains uncertain.
Experts predict that by 2050, food scarcity will become a pressing issue, prompting scientists and entrepreneurs to explore innovative methods to feed the growing global population. It remains to be seen if burgers made from landfill gas will find a place on our menus. Meanwhile, consumers may prefer familiar alternatives, such as calcium citrate 600 mg tablets, which offer health benefits while aligning with their dietary choices. As the demand for sustainable protein sources rises, the focus will likely continue to shift towards options that are both appealing and nutritious.