Reading Time: < 1 minute The vegan JUST Egg mimics chicken's egg (Photo: JUST)
Reading Time: < 1 minute

US sales of plant-based eggs skyrocketed by 192 percent, according to data released by the Good Food Institute (GFI) and the Plant Based Foods Association.

Over that same time period, traditional egg sales declined by 10 percent, the data shows.


One of the main drivers of plant-based egg sales is JUST’s egg alternative. The company revealed to Plant Based News that it has sold the equivalent of 27 million eggs since the product’s December 2017 launch.

JUST Egg is selling in nearly 9,000 grocery stores in its first year, including 20 of the 23 largest retailers, and is driving the most growth in the egg substitutes category.

Data from market research company IRI showed that JUST Egg was the second bestselling product in the liquid egg category over 12 weeks at the beginning of 2019 – beating off all traditional egg options apart from Egg Beaters.

‘Steady rise’

The Good Food Institute Associate Director of Corporate Engagement, Caroline Bushnell, said there has been a ‘steady rise in plant-based products year over year across regions’, indicating that demand for plant-based food is ‘not a bubble or a fad, but a real change in consumer behavior’, and a ‘lasting trend that is gaining power over time’.

She added: “Shifting consumer values have created a favorable market for plant-based foods, which have significantly outpaced overall grocery sales increases for three years running, making plant-based foods a growth engine for both manufacturers and retailers.

“This is really only the beginning: plant-based foods will continue to expand rapidly across the store in response to demand as consumers increasingly switch to foods that match their changing values and desire for more sustainable options. We expect further acceleration in 2020.”

*This article was updated on March 9. Additional information about JUST Egg was added.

Maria Chiorando

Maria is a news and features writer for Plant Based News. As a former magazine editor, newspaper reporter, and features writer, her work has been published by The Guardian, The Huffington Post, and various regional newspapers, as well as Vegan Life magazine and Vegan Trade Journal. She has interviewed a huge range of people, from Prime Ministers to authors, activists, pop stars and actors, and enjoys the varied range of topics writing for PBN allows her to tackle. She was previously the editor of Plant Based News for over 3 years.