What Makes U.S. Consumers Want To Buy Plant-Based Eggs?

Plant-based eggs are an alternative to traditional eggs from farmed hens, with benefits for the environment and animal welfare. The market for plant-based eggs has grown, with sales increasing 173% from 2019 to 2020, 43% from 2020 to 2021, and 14% from 2021 to 2022. Although sales reached $71.1 million in 2024, the plant-based egg market is still very small, accounting for just 0.5% of the total U.S. egg market.

Most studies on consumer preferences for plant-based products have focused on plant-based meat and milk. Research on plant-based eggs is limited, particularly in the U.S. context. Thus, this study set out to investigate U.S. consumers’ perceptions and purchasing preferences around plant-based eggs. The researchers recruited a total of 1,628 participants to complete an online survey between May and June 2023. The sample was representative of the U.S. population for age, gender, and income.

For the first part of the survey, participants were randomly assigned to read one of eight different vignettes (short scenarios) about a breakfast made from plant-based eggs. These vignettes varied based on three factors:

1. The cost of the meal ($4.99 or $7.99);
2. The location where the meal was eaten (at home or in a restaurant); and
3. The meal itself (scrambled eggs or pancakes).

Participants were then asked to rate how likely they were to purchase the plant-based egg product on a five-point scale from “I’d definitely not purchase” to “I’d definitely purchase.” Higher ratings (above three) therefore indicated a preference toward buying the product.

Average ratings ranged from 2.95 (scrambled eggs at home for $7.99) to 3.74 (pancakes at home for $4.99). Seven of the eight scenarios landed above the scale’s midpoint (“I am uncertain”), suggesting that responses leaned slightly positive overall, though many participants were still unsure.

Both price and product form influenced participants’ purchase likelihood, while consumption location had no significant effect. Specifically, participants were more likely to say they’d buy plant-based eggs when the price was lower and the product was used in pancakes. In an analysis that looked at the combined effect of product form and consumption location, the gap in preference for plant-based pancakes over scrambled eggs was smaller in the restaurant setting than at home. However, the evidence for this was weak.

In addition, several personal characteristics were associated with purchase likelihood. The strongest link was experience: participants who’d tried plant-based eggs before (about 34% of the sample) were much more likely to say they’d buy them. Higher purchase likelihood was also found among participants who:

• Were under 55 (especially those 18 to 34);
• Were from urban areas;
• Lived in the Northeast (compared with the South);
• Identified as Black or African American (compared with other races);
• Received food assistance;
• Held more liberal political views;
• Had smaller households; and
• Had children under 18 at home.

Meanwhile, gender, income, and education showed no significant association with purchase likelihood.

The second part of the survey compared participants’ perceptions of traditional and plant-based eggs based on:

1. Product characteristics, including naturalness, taste, price, safety, convenience, nutrition, appearance, environmental impact, and animal welfare; and
2. Nutrition, including calories, total fat, cholesterol, sodium, carbohydrates, and protein.

Each item was rated on a five-point scale from “traditional eggs are much better” to “plant-based eggs are much better.” Higher ratings (above three) therefore indicated that plant-based eggs were viewed as better than traditional eggs.

Traditional eggs received higher average ratings than plant-based eggs on every characteristic except for environmental impact and animal welfare. However, at 3.1 and 3.3, respectively, ratings for environmental impact and animal welfare were close to the scale’s midpoint (“traditional eggs and plant-based eggs are the same”), suggesting that participants saw only a small advantage for plant-based eggs on average.

Nutrition ratings were closer to neutral overall. Traditional eggs were seen as better on protein but had only a slight edge in terms of calories, sodium, and carbohydrates. Plant-based eggs were viewed slightly more favorably for total fat and cholesterol.

Many studies have shown that sensory factors such as taste, texture, and smell have a significant influence on people’s acceptance of plant-based foods. However, participants didn’t actually taste, see, or smell any products, so the results reflect only their expectations. The study didn’t investigate the impact that marketing would have on purchasing intentions (e.g., advertising plant-based eggs as “animal-free” or “cholesterol-free”). The survey didn’t establish participants’ baseline preferences for pancakes and scrambled eggs, so the pancake advantage may not be specific to plant-based eggs. Furthermore, the results may not be applicable outside the United States. For example, it’s not certain whether plant-based eggs in pancakes would be favored over plant-based scrambled eggs in other countries.

Despite these limitations, the findings point to some potential marketing strategies for plant-based egg products. Because prior experience with plant-based eggs was linked to higher purchase likelihood, giving people chances to try them, such as through tastings or free samples, may be worthwhile (keeping in mind that those who are already open to plant-based eggs may simply be more likely to try them). Using plant-based eggs as an ingredient in a favorite food, like pancakes, may also make people more willing to give them a try. Certain demographic groups, such as younger and urban consumers, may be particularly worth targeting for early-stage adoption.

Drawing attention to plant-based eggs’ environmental and animal welfare benefits is another avenue. These were the only two product characteristics where plant-based eggs outperformed traditional eggs, and since participants saw just a small advantage, there may be room to communicate these benefits more clearly. Finally, although the study found only weak evidence that consumption location matters, the authors suggest that adding plant-based eggs to menus in places like restaurants and cafeterias could make it easier for people to choose more sustainable meals.