Price Drop and Familiar Recipes Boost Consumer Interest In Vegan Eggs, Study Finds

From plantbasednews.org/news

Most of the people surveyed believed that plant-based alternatives were better for animal welfare and the environment 

                                                                                           Media Credit: Adobe Stock

A new study has found that consumers may be more willing to try vegan eggs if they were cheaper and included as part of a familiar dish, such as pancakes.

The study found that while consumers generally favour the taste and appearance of traditional, animal-derived eggs, most also believe that plant-based alternatives are better for animal welfare and the environment. Those who had previously tried vegan eggs were also more likely to purchase them later, indicating mostly positive experiences with alternatives.

Consumer Perceptions and Purchase Behaviour Towards Plant-Based Eggs used an experimental “vignette” method to explore how setting, price, and food type influence “purchase behaviour” and uptake of plant-based egg alternatives. The study surveyed 1,600 people via an online survey and measured the likelihood of purchase on a five-point scale.

Reducing the price of plant-based eggs notably increased the likelihood of purchase, as did using them as an ingredient rather than a standalone meal, such as in pancakes vs scrambled. Location, – for example, at home vs at a restaurant – had minimal effect on the likelihood of purchase.

“Introducing them as an ingredient, especially in a product that consumers are comfortable with, is a way to get people over any ‘mental hurdles’ associated with trying plant-based eggs,” said Brenna Ellison, a professor at Purdue University and one of the study’s lead authors, per SciTechDaily.

‘The texture was very similar’

Adobe StockConsumers were more likely to try vegan eggs in a familiar dish, such as pancakes

Amid this year’s bird flu-induced US egg shortage, over 50 NYC bodegas added Just Eat’s plant-based Just Egg to popular sandwiches. While vegan eggs are historically more expensive than chicken eggs, the reduced availability of the latter made alternatives temporarily cheaper.

This fall in price resulted in overall higher uptake and a significant number of returning customers. Just Eat reported that Just Egg sales in January 2025 grew at five times the rate of the previous year. Furthermore, 56 percent of shoppers who purchased plant-based egg products returned to buy more afterwards, a phenomenon corroborated by the new study.

Da Eun Kim, the other lead author and a doctoral student at the University of Illinois Urbana-Champaign, told SciTechDaily that there are still “sensory barriers” to plant-based egg uptake. “I’ve tried the liquid version that comes in a bottle, like egg whites,” said Kim. “The taste was different, but I was surprised the texture was very similar to traditional eggs.”

https://plantbasednews.org/news/alternative-protein/consumers-interest-vegan-eggs/

Vegan egg lands in the UK

From uk.news.yahoo.com

After months of anticipation, the UK has welcomed its first ever plant-based egg, as the American brand Just Egg officially launches across the Atlantic.

Already a household name in the US, the product is crafted from mung beans and promises to mimic traditional eggs in look, cook, and taste – all without the need for chickens. Its timely arrival caters to a steadily growing number of Britons exploring more sustainable, allergy-friendly, or plant-forward diets.

“We think there’s a huge pent-up demand for it,” says Matthew Glover, founder of Veganuary and chair of the Vegan Food Group, the team behind the UK rollout. “There’s not been anything like this on the market so far. So we’re very excited to launch it into the UK.”

Although headlines around the plant-based food industry often focus on falling sales or investor pullback, Glover sees that as a misread of the bigger picture.

“It’s challenging times,” he admits, “there’s been a lot of misinformation that has been shared. But in the US, Just Egg is very much a growing product. It has 99% of the plant-based egg market […] it’s one of the fastest-growing egg brands out there.”

                                                                           The ‘egg’ comes in a carton (Eat Just, Inc./PA)

And while veganism is often painted as a niche movement, this product is not just for the animal-free faithful: “[This] product is really for everybody, not just vegans, it’s for anybody that’s plant-curious,” says Glover, “there’s a lot of people that are allergic to eggs, so it’s perfect for those individuals.”

Diet restrictions due to intolerances or allergies is predicted to account for a lot of Just Eggs market.

Nutritionist and author Rhiannon Lambert sees it as a potential game-changer for people with allergies or restrictions and anyone hoping to improve their health without giving up familiar comfort foods.

The UK has some of the highest rates of allergic conditions in the world, with a staggering 44% of British adults suffering from at least one allergy, with 1 in 20 developing one to eggs. “So many people have different dietary requirements, and we’re looking for something that cooks in the same way, that’s better for the environment,” explains Lambert.

Lambert’s focus is on both nutrition and accessibility. “What’s been lacking in the past with alternatives for eggs is the fact that it’s really hard to get the texture that cooks well and get enough protein,” she says, “and per serving, this has 13 grams of protein.”

This is the closest a plant-based egg has been able to get, containing around 5.9 grams of protein ‘per egg’ compared to 6.3 grams in a chicken egg.

While nutrition is a key concern, many opting for this plant-based alternative will be doing it more for the planet as opposed to their health.

The egg industry has recently made moves to develop carbon-neutral farming methods, like off-setting the emissions produced during the production process, but experts remain unconvinced.

“Over 40 percent of the pollution in the UK rivers comes from poultry – that’s both egg production and chicken production,” says Glover. “We don’t have any of those associated pollution problems with a vegan egg.”

For Lambert, the environmental conversation goes beyond carbon offsetting. “It’s the land use that comes with eggs as well,” she says. “This has been made from mung beans […] we’re looking at water saving every year for the planet, which is exceptional.”

Abigail Nelson-Ehoff, who leads marketing at Vegan Food Group, says “it takes 53 gallons of water per egg to be able to produce it. That’s from the feed that’s needed – not just that individual chicken, but all of the feed and the water that can go into growing the feed.”

Instead of importing the product from the US – which would inflate its price and carbon footprint – the company has started production in Europe.

“That allows us to make sure we’re investing in price from our side,” Nelson-Ehoff explains. “We can bring this to the consumer at a price that is feasible […] it will be £3.99 for a pack.”

Despite the boom-and-bust narrative around plant-based products, Nelson-Ehoff sees this moment not as a dip, but a transition. “We’re probably the youngest category […] and if you think of that bell curve of early adopters, we feel we are at the point where it starts to plateau into more of a regular state.”

Flexitarianism – or simply eating more plants without going fully vegan or vegetarian – continues to trend upward. And for Nelson-Ehoff and her team, the arrival of a credible egg replacement offers more than a novelty.

“Talking to parents with children who are egg intolerant […] people who, from a lifestyle point of view, can discover that the health side of things is going to be really exciting,” she says. “Certainly, bringing this to the vegan community is amazing – but this is a product that could mean something to so many more people.”

So as Brits continue to grapple with cost-of-living pressures, sustainability concerns and healthy but affordable food options, the arrival of a plant-based egg could be a timely blessing.

So whether you’re vegan, egg-allergic or simply curious about cutting down on animal products – this invention marks a significant shift in what’s possible on the British breakfast plate.

And as the conversation around sustainable food continues to evolve, this mung bean-based newcomer could well become a staple in kitchen cupboards across the country.

The proof, however, will be in the frying pan.

https://uk.news.yahoo.com/uk-first-plant-based-egg-063840699.html

 

How to Get People to Buy More Plant-Based Eggs? Put Them in A Pancake

From greenqueen.com.hk

By Anay Mridul

A new US study shows that consumers are more likely to purchase plant-based eggs if they’re cheaper and served as an ingredient in a dish, rather than on their own.

With the egg crisis raging on in the US, empty shelves and high prices have made consumers rethink breakfast. It’s a golden opportunity for companies making plant-based alternatives, offering a more stable supply and largely great functionality in various food applications.

Eat Just, the market leader for vegan eggs, has already been capitalising on this moment, with sales growing five times faster in January than 12 months prior, and 91% of these customers being neither vegetarian nor vegan.

Still, Just Egg is expensive, as are most such liquid egg alternatives. One new study suggests that for plant-based eggs to truly capture their market potential, they need a rebrand, and a lower price tag.

Using an experimental method known as a vignette design, researchers from the University of Illinois Urbana-Champaign and Purdue University tested how price, product type, and setting influence people’s purchase behaviours when it comes to vegan eggs.

“Vignettes refer to short descriptions of a person or a situation which contain precise references to highlight key factors that are believed to influence the decision-making or judgment-making processes of respondents,” the authors explain in the Foods journal.

Americans prefer vegan eggs in familiar dishes

The researchers surveyed over 1,600 Americans about their perceptions of eggs, both conventional and hen-free. They rated conventional eggs higher on taste, price and appearance, but vegan eggs as better for the environment and animals.

On the nutrition front, average scores were largely similar, with chicken eggs perceived as having slightly higher protein and more calories, sodium and carbohydrates, and plant-based ones scoring better on total fat and cholesterol content.

Instead of asking people directly whether they’d like to buy a plant-based egg, the researchers asked them to imagine they were about to eat breakfast, either at home or a restaurant, and to choose between scrambled eggs or pancakes made from vegan eggs.

“We expected the setting to be more important, as we thought the novelty of the plant-based egg product would lead people to want to eat it in a restaurant where chefs know how to prepare the product in a way that tastes good,” said Brenna Ellison, co-author of the study. “Surprisingly, the location of where you were eating, whether it be at a restaurant versus at home, didn’t have as much of an effect as we imagined.”

They were found to be more likely to buy vegan eggs when they’re mixed into a familiar dish, like a pancake, rather than served as a scramble. The preference gap is larger at home than in a restaurant setting. “Introducing them as an ingredient, especially in a product that consumers are comfortable with, is a way to get people over any ‘mental hurdles’ associated with trying plant-based eggs,” said Ellison.

“Price and product form were found to be significantly related to purchase likelihood; consumers were consistently more likely to purchase plant-based eggs when they were cheaper,” the study stated.

                                                                                                                   Courtesy: Yo Egg

How plant-based egg brands can shape their marketing plans

A third of the respondents to the survey had already tried plant-based eggs, and this is a key factor, since consumers who had previously eaten these products were more likely to buy them than those who hadn’t.

The study further found that people aged 18-34 were more likely to buy plant-based eggs than those over 55, while Black, African American and liberal respondents also indicated a greater willingness than other demographics. Larger households, meanwhile, are less likely to buy plant-based eggs, though parents with children under 18 are more inclined to do so.

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

Kim and Ellison suggest that the study has important implications for the food industry. “For producers and retailers of plant-based eggs, understanding the factors that influence consumers’ purchase decisions can help optimise marketing strategies. Price sensitivity and product form should be considered when targeting specific consumer segments,” they wrote.

“Additionally, the significance of environmental impact and animal welfare in consumers’ perceptions suggests that highlighting the sustainability aspects of plant-based eggs could be a key marketing strategy,” they added.

“Policymakers can also benefit from this study’s findings, particularly concerning food environments.,” they continued. “The interaction between product form and location implies that interventions in food environments, such as restaurants and cafeterias, could influence consumer decisions to choose plant-based options. Encouraging the availability of plant-based egg options in such settings may facilitate healthier and more sustainable dietary choices.

https://www.greenqueen.com.hk/vegan-eggs-plant-based-alternatives-marketing-study/ 

Cracking the Code to Trying Vegan Eggs

From newswise.com/articles

As the demand for plant-based meat and dairy options grows, vegan burgers, nuggets, and beverages have been in the spotlight for sustainable protein alternatives. But unlike their meatless burger counterparts, plant-based eggs haven’t received the same attention from researchers — until now.  

Enter Da Eun Kim, a doctoral student at the University of Illinois Urbana-Champaign, and Brenna Ellison, a professor at Purdue University. Together, they set out to answer a deceptively simple question: What makes someone willing to purchase a vegan egg? 

Their new study is one of the first to examine this question. Using an experimental method known as a vignette design, researchers tested how factors such as price, product type, and setting influence people’s behaviour.  

“We wanted to measure the consumer's perception about plant-based eggs,” said Kim, who is a graduate student in the Department of Agricultural and Consumer Economics, part of the College of Agricultural, Consumer and Environmental Sciences at Illinois. “A vignette experiment allowed us to create hypothetical scenarios and isolate what consumers really think.” 

Instead of directly asking people if they would purchase a plant-based egg, the vignette method asked participants to imagine they were about to eat breakfast. This meal would take place either at home or in a restaurant, and consumers had a choice between scrambled eggs or pancakes made with plant-based eggs.  

The results were both surprising and informative.   

“We expected the setting to be more important, as we thought the novelty of the plant-based egg product would lead people to want to eat it in a restaurant where chefs know how to prepare the product in a way that tastes good,” Ellison said. “Surprisingly, the location of where you were eating, whether it be at a restaurant versus at home, didn't have as much of an effect as we imagined.” 

Additionally, consumers were more likely to purchase plant-based eggs when they were mixed into something familiar, like pancakes, instead of served on their own.  

                                                                                                Tasty egg dish

The team also asked participants to rate how plant-based eggs would compare to traditional ones. Unsurprisingly, expected taste and appearance still favour the classic egg. But the plant-based version came out on top for environmental impact and animal welfare. This reflects a broader trend in food science, where ethical motivations are beginning to influence consumer choices.

Does this mean every consumer will want to purchase plant-based eggs? “Probably not,” Ellison said. “However, we did find that consumers who had previous experience trying plant-based eggs were more likely to purchase them compared to people without that experience. This suggests that consumers had a positive experience with the product previously.”

While familiarity with plant-based eggs is helpful, familiarity with the end product, such as pancakes, may also be key. “Introducing them as an ingredient, especially in a product that consumers are comfortable with, is a way to get people over any ‘mental hurdles’ associated with trying plant-based eggs,” Ellison said.  

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

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

That first-hand experience echoes the study’s findings; while taste and texture still matter, many consumers just need a nudge to take the first bite. And the best way to do that may be through a subtle swap in a familiar dish. 

While plant-based eggs might not be ready to replace the classic scramble at every breakfast table, they are finding their niche. Science shows that people may not be ready to eat them plain — but mix them in, make it easy, and meet consumers where they are. 

https://www.newswise.com/articles/cracking-the-code-to-trying-vegan-eggs

Goodbye to egg protein—these plant-based alternatives are already conquering vegan diets and sports routines

From eladelantado.com

The humble egg, once the undisputed breakfast muscle badge, clocks in at roughly 12 grams of protein per 100 grams. That is solid, but the plant world quietly carries heavier hitters—foods that pack denser protein while fitting a low‑cholesterol, fibre‑rich Mediterranean lifestyle.

With grocery bills up and cholesterol guidelines tightening, more weekend warriors and desk jockeys are trading the omelette for legumes, seeds, and even wheat gluten.

Protein tables speak in dry weight, so comparisons can look skewed if you forget that grains and beans swell with water once cooked. Lupini beans that boast 36–42 g per 100 g in the jar slide to about 16 g when they hit your salad. Still, gram for gram they edge past the egg. Think of the 12 g mark as a ruler: anything above earns a spot on today’s roll call.

                                   Goodbye to egg protein—these plant-based alternatives are already conquering vegan diets and sports routines

Mediterranean rhythm, not all‑day grazing

In Rome, Athens, or Málaga you’ll rarely see folks wandering the street with a bag of protein puffs. They sit for meals (usually three) anchored by produce, olive oil, and a satisfying protein. That cadence keeps insulin and hunger in check far better than the American habit of relentless cluster‑feeding on processed snacks. Swap the shake bottle for a proper plate and you’ll likely feel, and perform, better.

The nine plant champions

If you are fed up with omelettes, or eggs have simply become too expensive for your taste, here are other alternatives that will keep you healthy and within your budget:

1. Lupini beans – 36–42 g/100 g Bright, briny, and sold in little jars across the Mediterranean, these yellow legumes are almost pure protein. Toss them into a citrus‑olive salad or pulse into a hummus that needs no tahini. Because they’re already salted, a small palmful next to roasted veggies keeps you full until the next meal. Buy them dry, soak them overnight, and cook. Each serving will be pennies.
2. Hemp seeds – 32 g/100 g Hulled hemp hearts carry all nine essential amino acids. Stir two tablespoons into overnight oats, drizzle with fig compote, and you have a complete protein breakfast that beats scrambled eggs on muscle math while supplying magnesium for recovery.
3. Pumpkin seeds – ≈30 g/100 g Pepitas lend crunch and a green flash of zinc and magnesium. Blend them with garlic, basil, and extra‑virgin olive oil for a protein‑rich pesto to dress whole‑wheat fusilli—no need for Parmesan.
4. Peanuts – 25.8 g/100 g The world’s cheapest protein hack. Instead of mindless spoonfuls of peanut butter, crush roasted nuts over a tomato‑cucumber salad drizzled with sherry vinegar. You’ll satisfy crunch cravings in a meal context, not a snack spiral.
5. Seitan – 25 g/100 g Made from wheat gluten, seitan sautés like strips of chicken yet registers just trace fat. It lacks lysine, so wrap it in a warm whole‑grain pita with tahini and chopped chickpeas to round out the amino profile—another nod to the Mediterranean way of mixing grains and legumes.
6. Tempeh – 20–21 g/100 g Fermented soy brings gut‑friendly microbes plus protein. Cube it, marinate in lemon, oregano, and olive oil, and grill alongside bell peppers for a simple skewer that beats fast‑food drive‑thrus on every metric.
7. Firm tofu – 15–16 g/100 g Tofu may trail seitan in protein density, but as a complete protein with bone‑boosting calcium it earns its spot. Whip it into a garlicky tzatziki and spoon over roasted eggplant—proof that soy fits the Mediterranean palette. If you are feeling decadent, equip your kitchen with a few Asian sauces and drown that tofu in them.

Eggs still deserve respect, yet the Mediterranean pantry proves you can build muscle, recover from workouts, and savour diverse flavours without depending on them. Centre your meals around these plant champions, keep snacks to a minimum, and let long, relaxed dinners replace the grab‑and‑go culture that leaves so many Americans under‑nourished despite constant eating. Your taste buds (and arteries) will thank you.

https://eladelantado.com/news/egg-protein-plant-based-alternatives/ 

This Vegan Mung Bean Scramble Looks and Tastes Just Like Eggs

From plantbasednews.org 

This recipe can be used to make vegan scrambled eggs and omelettes

If you’re tired of tofu scrambles, Miyoko Schinner is here to help. The renowned vegan chef and founder of Miyoko’s Creamery has been experimenting with a new take on breakfast, one that skips soy entirely and leans into the viral mung bean egg trend instead.

Mung bean “eggs” have been making the rounds online, but Schinner, known for her YouTube channel The Vegan Good Life with Miyoko, is taking it a step further. In her latest video, she shares a method that nails that elusive egg-like bounce and texture without relying on store-bought substitutes or artificial ingredients.

“Mung bean egg is all over the internet and I’ve been playing around with it too,” Schinner says. “Getting that texture for a scrambled egg has been more of a challenge. I think I’m really close so I want to share my journey with you.”

The base: blended, whole mung beans

              Mung bean scramble is an excellent alternative to eggs or tofu - Media Credit: YouTube/The Vegan Good Life with Miyoko

To start, Schinner uses whole mung bean dal – not soaked, just dry – and blends one cup with three cups of water. “I like to simplify my life,” she explains, skipping the soaking step for convenience.

After blending, she strains the mixture through a nut milk bag to remove the fibrous pulp, which she notes can interfere with the silky texture. “That very starch that it contains can sort of obstruct with a silky texture we’re looking for.”

She also points out that the leftover pulp (which she likens to Japanese okara) doesn’t go to waste – it can be used for baking, vegan meatloaf, or even crabless cakes.

Getting the eggy bounce

YouTube/The Vegan Good Life with MiyokoSchinner recommends using a non-stick pan or preheating a stainless steel one with vegan butter to prevent sticking

The strained mung bean liquid goes back into the blender. Schinner adds a few tablespoons of nutritional yeast for flavour, and then the real texture magic happens.

To create the bounce and firmness of scrambled eggs, she adds konjac powder – a traditional Japanese ingredient made from the ground root of the konjac plant, often used in shirataki noodles. “It’s an all natural, just ground-up root,” she explains, adding two teaspoons for a soft texture, or up to a tablespoon for firmer results.

Then comes a splash of healthy fat for added richness. “Mung beans have no fat,” she says, adding a few tablespoons of olive oil harvested from her own trees. She says avocado oil is more neutral in flavour, but she’s just in love with her homemade oil.

Cooking: Technique matters

Once blended again, the mixture is ready to cook. Schinner recommends storing it in a jar and shaking well before each use, as it separates easily without emulsifiers. For the scramble, she uses a hot pan with vegan butter to minimize sticking. “Vegan butter…works better than just oil,” she says.

She pours the batter in and waits for it to sizzle. Then, she lets it sit before stirring, allowing it to set. You can add turmeric or more nutritional yeast for colour, but she leaves salt out of the blend.

Instead, she finishes with black salt, known for its sulphurous, egg-like aroma. “Heat kills that eggy flavour,” she warns, so it’s best to add it at the end. Schinner cautions that black salt is intensely salty, so it’s best to add a pinch to avoid over-seasoning.

As it cools, the mung bean scramble firms up. “It’s during that cooling process that it comes together and solidifies and begins to have that bouncy, firmer texture,” she says.

Served on toast or with sautéed veggies, Schinner says the dish is “like soft scrambled eggs.”

“It’s firm, yummy, and so easy to make,” she declares.

Find more of Schinner’s healthy plant-based recipes on her YouTube channel.

https://plantbasednews.org/lifestyle/food/vegan-mung-bean-scrambled-eggs/