As many animal advocates are aware, male chicks are considered surplus to the egg industry and killed (or ‘culled’) soon after they hatch. However, interest in technology known as in-ovo egg sexing, which detects the sex of a developing chick within an egg, is growing. Adopting this technology would prevent male chick culling, addressing the animal welfare concerns associated with the practice and increasing efficiencies for the egg industry.

This survey, conducted by a non-profit think tank and its industry partners, explored consumer awareness and attitudes toward in-ovo egg sexing as an alternative to culling male chicks. Fielded in the summer of 2023, the survey asked a representative sample of 1,012 U.S. adults about their egg-purchasing habits, prior knowledge of and comfort with egg industry practices, awareness of and interest in in-ovo sexing, and openness to different marketing terms. The sample excluded those below the age of 18 and those who purchased less than half of their household’s groceries.

The survey found that nearly all respondents (98.5%) had purchased eggs in the past three months. The remaining respondents (1.5%) reported that they would’ve bought eggs prioritizing animal welfare and sustainability if available. Most consumers (43%) purchased eggs every two weeks or so. There was an interest in specialty egg purchases: in the past three months, over one-third of consumers bought “free-range” (38%), “cage-free” (37%), and/or “organic” (34%) eggs.

The survey revealed a lack of knowledge about the practices of the egg industry. Only 11% of respondents were aware that the culling of male chicks is common. Just under half (48%) believed that male chicks were raised for meat. However, after being informed of the practice, 61% of respondents reported being “uncomfortable” with it and 73% believed that the egg industry should seek an alternative.

While most were unaware of in-ovo egg sexing (with only 19% reporting prior knowledge), close to two-thirds of respondents (64%) agreed that the egg industry should adopt the technology to remove male eggs before the chicks are born. A strong majority of consumers (82%) reported interest in buying eggs produced with in-ovo sexing: 21% were “extremely interested,” 26% were “very interested,” and 35% were “slightly interested.” Moreover, 71% of consumers expressed a willingness to pay a slight premium for in-ovo sexed eggs — on average, an extra 65 cents per dozen eggs (slightly over 5 cents per egg). A third (33%) were willing to pay 9 cents more per egg and 15% were willing to pay over 15 cents more per egg.

Lastly, the survey asked respondents their opinions on what to call in-ovo egg sexing technology. Most consumers (81%) preferred the term “no-kill,” with 49% liking it “a lot.” Nearly three-quarters (71%) liked “cull-free” and 69% liked “free of chick culling.” The terms “made with in-ovo sexing” and “from sexed hens” were liked by 62% and 53% of consumers, respectively.

Based on these findings, the authors recommend focusing on educating consumers on the egg industry practice of culling male chicks, a tactic already employed by many animal advocates. Just as many consumers now make the connection between intensive housing conditions for laying hens and cage-free eggs, the authors believe that there will be a period of awareness-building in addition to product marketing.

However, once awareness is raised, the potential market for in-ovo sexed eggs is substantial. The authors believe that if producers could achieve a price premium of 3 cents per egg, which over half of consumers said they’re willing to pay, the market for sexed eggs could overtake the market for cage-free eggs. Cage-free eggs currently make up one-third of all eggs sold. The market for sexed eggs would appeal primarily to those driven by animal welfare and sustainability concerns. Those driven by more popular factors such as perceived healthfulness and quality may remain unconvinced.

The authors also recommend additional research to find the most effective language for marketing in-ovo sexed eggs. While “no-kill” was found to be the most agreeable term with consumers, this was just one study and there are many factors that might determine the appropriate terminology.

In good news for animal advocates pushing to end the culling of male chicks, the outlook for the uptake of in-ovo egg sexing is positive, with strong consumer support and a willingness to pay for ethical, welfare-focused products. As awareness grows and the industry continues to innovate, in-ovo egg sexing has the potential to transform egg production, creating a more ethical future for both consumers and the industry​ as a whole.