A recent study from the University of Illinois has cracked the code on how to make plant-based eggs more appealing — and the secret is as simple as serving them in familiar dishes like pancakes.
While vegan eggs still face competition from traditional eggs in terms of taste and appearance, they have a clear advantage when it comes to environmental sustainability and animal welfare. Researchers have found that familiarity is the key to winning over consumers who may be hesitant to try them.
Why Familiarity Matters
Unlike vegan burgers or dairy alternatives, plant-based eggs have received less attention in consumer research. To address this gap, doctoral student Da Eun Kim from the University of Illinois and Brenna Ellison from Purdue University conducted an experiment using a vignette design. This method asked participants to imagine choosing breakfast — either scrambled eggs or pancakes made with plant-based eggs — at home or in a restaurant.
Surprisingly, the setting (home vs. restaurant) didn’t significantly influence the choice. Instead, the biggest factor was whether the vegan eggs were served on their own or mixed into a well-known recipe. Pancakes turned out to be the winning dish for getting people to give them a try.
Taste vs. Ethics
Participants still rated traditional eggs higher for taste and appearance. However, when it came to environmental benefits and animal welfare, plant-based eggs came out on top. This reflects a growing trend where ethical and sustainability factors are influencing food choices more than ever.
Breaking Mental Barriers
The research shows that introducing vegan eggs through a familiar product — like pancakes — can help consumers overcome the hesitation or “mental hurdles” often associated with trying something new. Those who had already tasted plant-based eggs in the past were significantly more willing to buy them again.
“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.
What This Means for the Food Industry
For producers and restaurants, the message is clear: if you want people to try vegan eggs, serve them in a delicious, familiar form. Whether it’s pancakes, waffles, or baked goods, blending plant-based eggs into beloved recipes could be the best way to increase acceptance.
Key Takeaways
- Mixing vegan eggs into familiar foods boosts consumer acceptance.
- Ethical and environmental benefits are strong selling points.
- Previous positive experiences with plant-based eggs increase likelihood of purchase.
- Restaurants and food brands can win customers by introducing vegan eggs subtly.
While vegan eggs may not yet replace the classic scrambled breakfast everywhere, their niche is growing — and science says the path forward is simple: make them part of something people already love.
Source: University of Illinois College of Agricultural, Consumer and Environmental Sciences. Study published in Foods Journal (2025).