How to Get People to Buy More Plant-Based Eggs? Put Them in A Pancake

A new study in the US has found that consumers are more likely to purchase plant-based eggs if they are cheaper and served as an ingredient in a dish, such as in a pancake, rather than on their own. The egg crisis in the country has led to high prices and empty shelves, creating an opportunity for companies producing plant-based alternatives.

The study, conducted by researchers from the University of Illinois Urbana-Champaign and Purdue University, also revealed that consumers prefer plant-based eggs in familiar dishes like pancakes as opposed to scrambled eggs. Price and product form were found to be key factors influencing purchase likelihood, with consumers being more likely to buy plant-based eggs when they are cheaper. The study suggests that highlighting the sustainability aspects of plant-based eggs and targeting specific consumer segments based on price sensitivity and product form could help increase sales of plant-based eggs.