Eggs are a main ingredient in cooking specifically baking, creating structure, moisture, and fluffiness in different recipes.  

But what if we could achieve the same indulgent results without using traditional eggs? PIER develops high-quality, climate-friendly, and affordable Plant-based Alternatives for Egg replacement, focusing on how we can create delicious meals without relying on traditional animal-sourced ingredients.   

This project aims to develop high-quality, climate-friendly, and affordable plant-based functional ingredients like egg replacers that are appealing to specific segments as well as mainstream consumers in terms of taste, product functionality, and societal benefits. The scope of this project is to assess, predict and experiment with consumer trend patterns, perceptions and choice behavior.  

More concretely, PIER aims to reduce the carbon footprint of food ingredients by at least 33% by replacing eggs as a food ingredient - in baked goods - with affordable plant-based ingredients that provide good texture and flavor, ultimately appealing to consumers. 10 mio. Mt eggs are used per year in baked goods.  

The main aim of the project work at MAPP is to evaluate & predict consumer trends and patterns, analyze value generation and communication tactics to address consumer perception, associations, and food choices, resulting in at least 3 alternative or parallel consumer-targeted strategies distinct in communication approach and to identify consumer segments by 2027.  

By analyzing consumer motivations, attitudes, and barriers toward plant-based egg replacements, the research seeks to identify effective communication strategies that encourage sustainable consumer behavior. This includes promoting awareness of the environmental, health, and ethical benefits of plant-based alternatives. The research contributes to broader societal goals, such as reducing environmental impact, supporting sustainable food systems, and advancing the development of innovative, plant-based food solutions. 

The project, funded by Innovation Fund Denmark, is a collaboration of Aarhus University (Food department and MAPP) and Palsgaard A/S and Nexus A/S. It runs from 1.4.2024-1.3.2028. 

The MAPP research team works mostly in WP5. Here, we assess, predict and experiment with consumer trend patterns, perceptions and choice behaviour through research on  

1. development of citizen-consumer associations and sentiments over time regarding plant-based ingredients via social media data analysis based on cases of micro- as well as macro-influencers in the field of food, 

2. consumer strategies for different segments through a systematic scientific and grey literature review with a particular focus on products and ingredients of relevance for proteins that replace eggs 

3. the relative effect of different communicational framings in a realistically designed experimental shopping environment, using a virtual reality supermarket.