Research cracks the code to try vegan eggs

As the demand for meat options and dairy products based on plants increases, vegan burgers, nuggets and drinks have been in the light of sustainable protein alternatives. But unlike their meat hamburger counterparts, plant -based eggs have not received the same attention from researchers – so far.

Enter Da Eun Kim, doctoral student at the University of Illinois Urbana-Champaign, and Brenna Ellison, professor at Purdue University. Together, they decided to answer a deceptfully simple question: what makes someone ready to buy a vegan egg?

Their new study is one of the first to examine this issue. Using an experimental method known as the sticker design, researchers have tested how factors such as price, product type and definition influence people’s behavior.

The study is published in the journal Food.

“We wanted to measure the perception by the consumer of plants based on plants,” said Kim, who is a graduate student in the Department of Agricultural Economy and Consumption, who is part of the College of Agricultural Sciences, Consumers and Environmental of Illinois. “An experience in the thumbnail allowed us to create hypothetical scenarios and isolate what consumers really think.”

Instead of asking people directly if they buy an egg made from plants, the sticker method asked participants to imagine that they were about to have breakfast. This meal would take place at home or in a restaurant, and consumers had the choice between scrambled eggs or pancakes based on plants based on plants.

The results were both surprising and informative.

“We expected the decor to be more important, because we thought that the novelty of the egg product based on plants would lead people to want to eat it in a restaurant where chefs know how to prepare the product in a way that has good taste,” said Ellison. “Surprisingly, the location of the place where you ate, whether in a restaurant against the house, did not have as much effect as we imagine.”

In addition, consumers were more likely to buy plant -based eggs when mixed with something familiar, like pancakes, instead of being served alone.

The team also asked the participants to assess how plant -based eggs would compare themselves to those traditional. Unsurprisingly, the expected taste and appearance always favor the classic egg. But the plant-based version appeared for an environmental impact and animal welfare. This reflects a broader trend in the food sciences, where ethical motivations begin to influence consumer choices.

Does this mean that each consumer will want to buy plant-based eggs?

“Probably not,” said Ellison. “However, we found that consumers who had previous experience by trying plant -based eggs were more likely to buy them compared to people without this experience. This suggests that consumers have had a positive experience with the product before.”

Although familiarity with plant -based eggs is useful, familiarity with the final product, such as pancakes, can also be essential.

“Presenting them as an ingredient, especially in a product with which consumers are comfortable, is a way to pass people on” mental obstacles “associated with plant -based eggs,” said Ellison.

These results offer a clear message to the industry: give people an easy, tasty and recognizable way to try something new.

“There are still sensory barriers,” said Kim. “I tried the liquid version that comes in a bottle, like egg whites. The taste was different, but I was surprised that the texture was very similar to traditional eggs.”

This first -hand experience echoes the results of the study; Although taste and texture still count, many consumers just need a boost to take the first bite. And the best way to do it can be by a subtle exchange in a familiar dish.

Although plant-based eggs are not ready to replace the classic race at each breakfast table, they find their niche. Science shows that people may not be ready to eat them simple, but mix them, facilitate them and meet consumers where they are.