From nssmag.com/en
In the United States, there has recently been a strong increase in egg prices, a trend attributed to two main factors: the general rise in inflation and the consequences of an avian influenza outbreak. The latter forced farmers to cull millions of hens in an attempt to contain the spread, given that regulations require the elimination of all birds in a facility, even if there is only one positive case. This practice has caused a decrease in supply, especially in larger farms, significantly contributing to the price increase. In many supermarkets, the consequences are still visible: empty or poorly stocked shelves, along with limits on the number of eggs each customer can purchase. In a market so conditioned by shortages and instability, a unique opportunity has emerged for plant-based egg alternatives, which try to replicate the texture and taste of eggs. These products, commonly called vegan eggs, were until recently confined to a niche market, but recently, for many consumers, they have become the only way to continue eating something similar to eggs.
One of the companies that has been able to take the most advantage of this situation is the Californian company Eat Just, producer of Just Egg, one of the most recognizable products in the sector – also thanks to a strong and mass-oriented communication identity. To capitalize on the favourable context, the company launched targeted advertising campaigns, focusing on the reliability of its offering with slogans like «plants don’t get the flu.» According to the Financial Times, sales of Just Egg so far have been five times higher compared to the same period last year. Before the health emergency, only 16% of U.S. consumers had tried vegan eggs, partly due to their high cost – under normal conditions, these products can cost up to four times more than traditional eggs. However, the recent crisis has driven new buyers to explore these alternatives, encouraging companies in the sector to strengthen distribution, increase production on an industrial scale, and develop strategies aimed at the mass market.
The market for plant-based alternatives to meat, milk, and eggs experienced a period of strong expansion between 2019 and 2021, attracting even consumers who are not strictly vegan or vegetarian. Many chose these products for environmental or ethical reasons, and in more elaborate versions, the taste is increasingly similar to that of the original foods. However, growth stalled with the onset of the pandemic, which led to a rise in raw material costs and put pressure on a sector already characterized by higher prices compared to traditional alternatives. For this reason, despite the recent commercial success, it is not certain that the current interest in vegan eggs will translate into a stable change in consumer eating habits.
On a cultural level, the distrust towards the vegan diet remains quite deep-rooted. A few years ago, journalist Farhad Manjoo wrote a famous editorial in the New York Times in which he called for people to overcome prejudices against vegans, stating that «they are right» about everything. According to Manjoo, the reasons behind veganism concern some of the most central issues of our time: greater attention to health, the cruelty of factory farming, the awareness that animals also feel emotions, the environmental impact of meat, and the need to reduce its consumption. Climate science has repeatedly stated that a collective reduction in the consumption of animal-based products will likely be necessary to contain global warming. For this reason – Manjoo concludes – it would be preferable to give space and listen to these positions rather than continue to reject or ridicule them.
https://www.nssmag.com/en/lifestyle/41109/egg-price-surge-us-vegan-alternatives
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