Champaign, IL (CHAMBANA TODAY) – As plant-based meats and milks continue gaining ground with health-conscious and environmentally aware consumers, one substitute has remained relatively underexplored: the plant-based egg. A new study from the University of Illinois Urbana-Champaign and Purdue University is changing that.

Led by doctoral student Da Eun Kim and Professor Brenna Ellison, the research explores what influences a consumer’s willingness to buy plant-based eggs. The study used a vignette experiment—asking participants to imagine breakfast scenarios involving plant-based eggs in different forms and settings.

“We wanted to measure consumer perception beyond simple yes or no answers,” Kim said. “The vignette allowed us to isolate the effects of price, setting, and product format.”

One of the most notable findings? Consumers were more receptive to plant-based eggs when they were incorporated into familiar dishes—such as pancakes—rather than served plainly, like scrambled eggs. Surprisingly, whether the meal was eaten at home or in a restaurant had little impact on decision-making.

“We thought people would prefer to try something new like this in a restaurant,” Ellison said. “But it turns out the format mattered more than the setting.”

Participants cited traditional eggs as superior in taste and appearance, but rated plant-based eggs higher in environmental sustainability and animal welfare—factors increasingly influencing food choices.

Interestingly, consumers with previous experience trying plant-based eggs were more likely to say they would purchase them again. That suggests early exposure, particularly through easily accepted dishes, may be key to broader adoption.

“There are still sensory hurdles,” Kim noted. “But giving people a way to try the product in a low-risk, recognizable form could be the push they need.”

The research adds new insight to the growing plant-based food movement and offers a roadmap for companies and food service providers aiming to bring plant-based eggs to a wider audience.