Blending Vegan Eggs into Familiar Foods Encourages Adoption

A recent study suggests that the most effective way to introduce consumers to plant-based eggs is by incorporating them into familiar dishes. While they are not yet ready to fully replace traditional scrambled eggs, their ethical and eco-friendly appeal is driving growing interest.

Unlike meat-free burgers and dairy alternatives, vegan eggs have received little research attention until now. Using a vignette design, researchers asked participants to imagine choosing breakfast—either at home or in a restaurant—between scrambled eggs or pancakes made with plant-based eggs. Results showed consumers were more open to trying vegan eggs when they were blended into recognizable foods like pancakes, rather than served alone.

Although conventional eggs still lead in taste and appearance, plant-based versions scored higher for sustainability and animal welfare. The findings highlight a key strategy for the industry: introduce plant-based eggs subtly in trusted, tasty formats to overcome consumer hesitation.

18-08-2025