Price Drop and Familiar Recipes Boost Consumer Interest In Vegan Eggs, Study Finds

A recent study has shown that consumers are more likely to try vegan eggs if they are priced lower and incorporated into familiar dishes, such as pancakes. While traditional eggs are preferred in terms of taste and appearance, plant-based alternatives are seen as more ethical and environmentally friendly. Previous positive experiences with vegan eggs also increased the likelihood of future purchases.

The study, Consumer Perceptions and Purchase Behavior Towards Plant-Based Eggs, found that reducing the price of plant-based eggs and using them as ingredients in familiar dishes, like scrambled eggs or pancakes, increased consumer interest in trying them. The temporary price drop in vegan eggs during a US egg shortage resulted in higher uptake and returning customers, with sales of Just Egg growing significantly in early 2025. Despite some sensory barriers, such as differences in taste, consumers were pleasantly surprised by the similar texture of plant-based eggs compared to traditional eggs.