A burger made from methane likely faces a significant “ick factor,” even more so than products derived from insects. Many consumers prioritize environmental sustainability, with a recent Unilever study revealing that 33% of consumers prefer to purchase from brands they perceive as contributing positively to social or environmental causes. Furthermore, over three-quarters (78%) of U.S. consumers report feeling better about buying sustainably produced products. However, how far are they willing to go in their choices? While this alternative protein production method could reduce methane emissions, it might deter even the most environmentally conscious and protein-focused consumers. People seek products that are not only functional but also rich in protein, which makes them more inclined to explore the numerous plant-based proteins emerging in the market rather than opting for ingredients based on methane, insects, or lab-cultured meat.
The millennial generation, known for its adventurous palate, may be more open to trying new protein sources. According to a 2015 report from NPD Group, Midan Marketing, and Meatingplace, 70% of meat-eating consumers incorporate non-meat proteins into their meals at least once a week. Among them, 22% indicated they are using non-meat proteins more frequently compared to the previous year, suggesting significant growth potential in this category. Nevertheless, the idea of ordering a methane burger seems far-fetched when there are alternatives like gluten-free seaweed pasta, cricket-based ramen, kelp jerky, and even honey bee larvae available. These foods are considered delicacies in various regions worldwide, with countries like Mexico, Thailand, and Australia commonly using bee brood in soups and egg dishes. The question remains whether these options will gain popularity in the American market.
As experts predict a food shortage by 2050, scientists and entrepreneurs will continue to explore innovative solutions to feed the expanding global population. Whether burgers made from landfill gas will make it onto menus is uncertain. Meanwhile, the demand for gluten-free options and products enriched with calcium citrate is on the rise, reflecting a growing trend towards healthier eating choices. As the market evolves, it is likely that consumers will gravitate towards sustainable and nutritious alternatives that meet their dietary preferences, paving the way for a diverse range of protein sources.