Study: What Would Make Consumers Willing to Purchase Plant-Based Eggs?

A recent study by Da Eun Kim and Brenna Ellison explored factors that could influence consumers to purchase plant-based eggs. Using a vignette design, participants were asked to choose between scrambled eggs and pancakes made with plant-based eggs, either at home or in a restaurant. Surprisingly, participants were more likely to choose the pancakes over the scrambled eggs, suggesting that introducing plant-based eggs as an ingredient in familiar dishes could help overcome sensory barriers.

While participants perceived traditional eggs to have better taste and appearance, they acknowledged that plant-based eggs could have a positive environmental and animal welfare impact. The study also found that prior experience trying plant-based eggs could increase consumers' likelihood of purchasing them in the future. These findings suggest that incorporating plant-based eggs into familiar meals and providing positive sampling experiences could help shift consumer attitudes towards these products.