(5 min read)
Aside from animal-based egg supply issues, there are a number of reasons why more consumers are moving towards alternative egg products.
In a recent behavioural study that explored consumer perceptions of three types of plant-based eggs (liquid, powder, and egg-shaped) in Italy and the UK, participants noted ‘healthy’, ‘animal welfare’, and ‘sustainability’ as the most important and positive attributes of plant-based eggs. Agnese, Randoni. Exploring consumer perceptions of plant-based eggs, (2021). Food Quality and Preference. Available at: https://www.sciencedirect.com/science/article/abs/pii/S095032932100210X. … Continue reading
These notes and numerous other global consumer studies suggest that health, sustainability/the environment, and animal welfare are the main factors driving the plant-based egg industry.
Let’s dive into each of these motivators to get a better picture of our consumers and how to attract them with plant-based egg products.
Research shows that health is the greatest driver in the plant-based egg market, due to numerous health risks and allergies associated with animal-based eggs, as well as the benefits of consuming plant-based alternatives.
“Nutritionally speaking, plant-based eggs generally have less saturated fat and no cholesterol compared to conventional eggs.”Sunny Side Definitely Up for Plant-Based Egg Market, (2022). The Food Institute. Available at: https://foodinstitute.com/focus/sunny-side-definitely-up-for-plant-based-egg-market/. Accessed … Continue reading
Senior Analyst, Bloomberg Intelligence
“Our consumer is not vegan or vegetarian. They’re primarily driven […] by health.”Sunny Side Definitely Up for Plant-Based Egg Market, (2022). The Food Institute. Available at: https://foodinstitute.com/focus/sunny-side-definitely-up-for-plant-based-egg-market/. Accessed … Continue reading
CEO, Eat Just
Another factor that is driving consumers to try plant-based egg alternatives is the reduced environmental impact of the production of alt-eggs, compared to animal-based eggs. Today’s informed flexitarian consumers consciously seek out products that enable them to reduce their personal impact on the planet.
There are increasing societal concerns around intensified animal breeding and farming, which reduces the welfare of the animals involved, causing unnecessary harm.
The most common methods of farming in the egg industry are via cage and cage-free barn systems, both of which have been associated with a number of issues including manure buildup, the restriction of normal chicken behaviours, and bird injuries.
These drivers are also stimulating the progress of the alternative-egg industry:
When you’re formulating and marketing your plant-based egg product, ensure that you bear these market drivers in mind. By doing so, you’ll be able to produce targeted products and campaigns that attract value-driven flexitarian consumers.
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