Australians ready to pay more for eggs made without male culling

From a survey, 84% of respondents expressed interest in purchasing in-ovo sexed eggs for their household.

aviNews Asia

A new survey from Innovate Animal Ag shows a strong consumer desire for in-ovo sexing technology in Australia, and that egg producers that adopt the technology will find a consumer base ready to pay more for eggs made without male culling.

The survey of 1,000 Australian egg purchasers was commissioned by Innovate Animal Ag and fielded by Ipsos from August 7 to 10, 2025.

Key findings from the survey include:

• 84% of respondents expressed interest in purchasing in-ovo sexed eggs for their household.
• 48% of consumers said they would likely leave their regular egg brand for a brand that uses in-ovo sexing, with one fifth of consumers (19%) reporting they would be “very likely” to switch. 33% of consumers would even consider switching grocery stores to buy eggs produced with in-ovo sexing.
• 66% of respondents were willing to pay a premium for eggs made without chick culling.
• On average, egg buyers were willing to pay AUD 0.93 more per dozen of eggs.

“In-ovo sexing is now common practice in Europe and just entered the US and Brazilian markets. The results of our newest survey suggest that Australia could be next. Australian consumers are willing to pay a significant premium for in-ovo sexing, presenting a compelling commercial opportunity for Australian egg producers. We look forward to working with companies to capitalize on this business opportunity,” said Robert Yaman, founder and CEO of Innovate Animal Ag.