Maria Ahmad - 2nd year PhD presentation

Supervisors: Susanne Pedersen & Jessica Aschemann-Witzel
Discussants: Alice Grønhøj & Anne Peschel

Abstract
Eggs are among the most functionally complex standalone ingredients in food production, yet plant-based egg replacers remain a marginal category despite growing consumer interest in plant-based alternatives. Egg replacers offer potential sustainability, animal welfare, and health benefits, but limited research has examined how this emerging category can be segmented and strategically positioned. This study addresses this gap by developing evidence-based consumer archetypes and market-shaping strategy scenarios for plant-based egg replacers.

The study follows a three-level mixed-method design. First, following PRISMA guidelines, 18 peer-reviewed papers from Scopus (2010-2025) were thematically analysed to identify recurring segmentation dimensions and synthesise four consumer archetypes. Second, seven industry market reports (2020-2025) were systematically analysed and integrated with academic findings to establish product-context fit and derive marketing scenarios. Third, expert interviews with industry and research professionals were conducted to validate the archetypes and assess the feasibility of the proposed strategies.

Findings reveal key consumer motivations, including environmental sustainability, health, and ethical concerns, alongside barriers such as price sensitivity, limited availability, application complexity, and functional risk related to taste, texture, and performance. Importantly, adoption resistance varies across segments rather than reflecting a single barrier. The study offers actionable guidance for firms to position egg replacers more effectively, reduce skepticism, and support their transition from niche products to mainstream alternatives.

Everyone is welcome!