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Eggs - UK - June 2010

  • Consumers are ‘creatures of habit’ when buying eggs - only 16% are adventurous enough to have eaten three or more different types of eggs in the last year.
  • The health benefits of eggs are an important consideration for consumers, a third eat them because of their protein content.
  • Welfare issues have increased in importance for consumers when buying eggs, 73% eat free range eggs compared to a third who eat battery eggs.
  • Almost 12m consumers feel own label eggs are no different from branded ranges, with just 4m stating they prefer the branded options.
  • Egg producers should continue to reinforce and communicate the nutritional benefits of eggs as 17% of consumers eat fewer eggs now as they feel they are high in cholesterol.
  • Eggs are primarily eaten for breakfast; consumption is however higher over the weekend (41%), compared to the weekday (27%) when time pressures restrict the amount of time spent at the breakfast table.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

              • The Great British Egg Roll
                • ‘Look, five blue eggs are gleaming there!’
                  • Get moving!
                    • For gourmands with svelte figures
                      • ‘Seulement un mourceau…’ (‘Just a little bit…’)
                      • Market in Brief

                        • A growing market
                          • The health benefits of eggs
                            • More interest in food provenance
                              • Limited above-the-line support
                              • Internal Market Environment

                                • Key points
                                  • More focus on food provenance
                                    • Figure 1: Agreement with selected lifestyle statements about health foods, 2005-09
                                  • An egg a day…
                                    • Figure 2: Agreement with lifestyle statement “I always think of the calories in what I eat”, 2005-09
                                  • Back to basics
                                    • Figure 3: Trends in cooking styles, May 2009-April 2010
                                  • Home baking offers opportunities
                                    • Organic foods under pressure
                                      • Figure 4: Agreement with selected lifestyle statements about health foods, 2005-09
                                  • Broader Market Environment

                                    • Key points
                                      • Rising food inflation
                                        • Figure 5: Retail Price Index: food categories, January 2006-February 2010
                                      • Legislation issues
                                        • Age old issue
                                          • Figure 6: Trends and projections in the UK population (‘000s), by age group, 2005-15
                                        • Smaller households, smaller pack sizes
                                          • Figure 7: Changes in UK household sizes, 2005-15
                                        • Egg imports and exports
                                          • Figure 8: Foreign Trade in shell eggs, 2003-09*
                                      • Competitive Context

                                        • Key points
                                          • The Great British fry-up
                                            • Figure 9: Retail value sales of bacon, sausages and deli meats, 2005-10
                                          • Volume sales of bread continue to falter
                                            • Figure 10: Retail value sales of bread and morning goods, 2005-10
                                          • Sales growth of cheese matures
                                            • Figure 11: Retail value sales of cheese, 2005-10
                                          • Youths prefer cereal
                                            • Figure 12: Trends in things eaten for breakfast – 7-1-year-olds, 2005-09
                                        • Strengths and Weaknesses

                                          • Strengths
                                            • Weaknesses
                                            • Who’s Innovating?

                                              • Key points
                                                • Innovation dominated by launch of new products
                                                  • Figure 13: NPD in eggs, % by type of launch, 2008-10*
                                                • Animal welfare high on the agenda
                                                  • Figure 14: New products in the egg category in the UK, % by claims, 2008-10*
                                                • Branded egg producers broaden their ranges
                                                  • Figure 15: New products in the eggs industry, by private label, 2008-10*
                                                • Innovations further afield
                                                • Market Size and Forecast

                                                  • Key points
                                                    • A revival of egg sales
                                                      • Figure 16: UK retail sales of eggs, 2005-10
                                                      • Figure 17: Year-on-year change in sales of eggs, by value and volume, 2005-10
                                                    • Egg sales hit by inflation
                                                      • Future opportunities
                                                        • Figure 18: Forecast of UK retail sales of eggs, 2005-15
                                                      • Impact of legislation
                                                        • Increasing consumption of eggs
                                                          • Factors used in the forecast
                                                          • Segment Performance

                                                            • Key points
                                                              • Value sales growth of eggs overtake volume growth
                                                                • Figure 19: Percentage change in egg volume and value sales 2007-09
                                                              • Battery eggs still account for largest volume share
                                                                • Figure 20: UK retail volume sales of eggs, by type, 2007-09
                                                              • … but free-range eggs account for largest value share
                                                                • Figure 21: UK retail value sales of eggs, by type, 2007-09
                                                            • Market Share

                                                              • Key points
                                                                  • Figure 22: leading suppliers’ share volume of the total UK egg market, 2005, 2007 and 2009
                                                                • Towards a more free range of eggs
                                                                • Companies and Products

                                                                    • Figure 23: Leading Companies in the eggs market and their brands*, April 2010
                                                                  • Major players
                                                                    • Noble Foods Ltd
                                                                        • Figure 24: Noble Foods egg brands, April 2010
                                                                        • Figure 25: New products launched by Noble Foods in the UK eggs market, Jan 2008-Mar 2010
                                                                      • Stonegate Farmers
                                                                          • Figure 26: Stonegate egg brands April 2010
                                                                          • Figure 27: New products launched by Stonegate in the UK eggs market, Jan 2008-Mar 2010
                                                                        • Glenrath Farms
                                                                          • Fridays Ltd
                                                                            • Oaklands Farm
                                                                            • Brand Communication and Promotion

                                                                              • Key points
                                                                                • Advertising expenditure remains low
                                                                                  • Figure 28: Main monitered advertising spend in the UK eggs market, 2007-10*
                                                                                • Happy eggs taste better
                                                                                  • Figure 29: Main monitored media advertising expenditure on eggs, by leading advertisers, 2007-10*
                                                                                • Eggs on TV
                                                                                  • Figure 30: Main monitored media spend on eggs, 2007-10*
                                                                              • Channels to Market

                                                                                • Key points
                                                                                  • Grocery multiples maintain their grip on egg sales
                                                                                    • Figure 31: Volume sales of eggs, by outlet type, 2005-09
                                                                                  • Egg sourcing policies
                                                                                    • Figure 32: Retailers’ policies towards types of eggs they sell, June 2010
                                                                                • The Consumer – Consumption of Eggs

                                                                                  • Key points
                                                                                    • Infrequent consumption of eggs
                                                                                        • Figure 33: Frequency of eating eggs, March 2010
                                                                                      • Men eat eggs more often
                                                                                        • Figure 34: Frequency of eating eggs, by selected demographics, March 2010
                                                                                        • Figure 35: Types of eggs eaten in the last 12 months, March 2010
                                                                                      • Free range eggs still on top
                                                                                        • Organic eggs suffer from economic downturn
                                                                                          • Still unclear about barn eggs
                                                                                              • Figure 36: Egg consumption occasions, March 2010
                                                                                            • When do you eat yours?
                                                                                              • Lunch and dinner options
                                                                                                • A light snack
                                                                                                • The Consumer – Attitudes Towards Eggs

                                                                                                  • Key points
                                                                                                      • Figure 37: Agreement with statements on consumption of eggs, March 2010
                                                                                                    • An egg-cellent protein source
                                                                                                      • A baking essential
                                                                                                        • Issues of cholesterol
                                                                                                            • Figure 38: Attitudes towards eggs, March 2010
                                                                                                          • Ready in a jiffy
                                                                                                            • A labelling issue
                                                                                                              • Animal welfare issues
                                                                                                                • Taste the difference
                                                                                                                • Consumer Egg Choices and Targeting Groups

                                                                                                                  • Key points
                                                                                                                    • Sticking to the tried and tested favourite
                                                                                                                      • Figure 39: Repertoire of types of eggs eaten in the last 12 months, March 2010
                                                                                                                      • Figure 40: Consumer clusters for eggs, January 2010
                                                                                                                    • Egg-stremely Cheap (19%)
                                                                                                                      • Who are they?
                                                                                                                        • Attitudes towards eggs
                                                                                                                          • Egg-stras (22%)
                                                                                                                            • Who are they?
                                                                                                                              • Attitudes towards eggs
                                                                                                                                • Branded Eggsters (25%)
                                                                                                                                  • Who are they?
                                                                                                                                    • Attitudes towards eggs
                                                                                                                                      • Egg-Stars (19%)
                                                                                                                                        • Who are they?
                                                                                                                                          • Attitudes towards eggs
                                                                                                                                            • Cheap Eggsters (15%)
                                                                                                                                              • Who are they?
                                                                                                                                                • Attitudes towards eggs
                                                                                                                                                • Appendix – Issues in the Market

                                                                                                                                                    • Figure 41: Comparison of hen laying systems
                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                    • Figure 42: New product launches in the food category, % by positioning claim, 2008-09
                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                    • Figure 43: Socio economic profile of the UK population, 2005-15
                                                                                                                                                • Appendix – Who’s Innovating?

                                                                                                                                                    • Figure 44: New products in the egg category in the USA, % by claims, 2008-10*
                                                                                                                                                    • Figure 45: New products in the egg category in europe, % by claims, 2008-10*
                                                                                                                                                • Appendix – Market Size and Forecast

                                                                                                                                                    • Figure 46: Average price per egg, 2007-09
                                                                                                                                                • Appendix – Consumption of Eggs

                                                                                                                                                    • Figure 47: Frequency of eating eggs, by demographics, March 2010
                                                                                                                                                    • Figure 48: Types of eggs eaten in the last 12 months, by demographics, March 2010
                                                                                                                                                    • Figure 49: Egg eating occasions, by demographics, March 2010
                                                                                                                                                    • Figure 50: Egg eating occasions, by demographics, March 2010
                                                                                                                                                    • Figure 51: Egg eating occasions, by demographics, March 2010
                                                                                                                                                    • Figure 52: Types of eggs eaten in the last 12 months, by frequency of eating eggs, March 2010
                                                                                                                                                    • Figure 53: Types of eggs eaten in the last 12 months, by most popular egg eating occasions, March 2010
                                                                                                                                                    • Figure 54: Types of eggs eaten in the last 12 months, by next most popular egg eating occasions, March 2010
                                                                                                                                                    • Figure 55: Types of eggs eaten in the last 12 months, by other egg eating occasions, March 2010
                                                                                                                                                    • Figure 56: Egg eating occasions, by frequency of eating eggs, March 2010
                                                                                                                                                    • Figure 57: Egg eating occasions, by types of eggs eaten in the last 12 months, March 2010
                                                                                                                                                    • Figure 58: Frequency of eating eggs, by types of eggs eaten in the last 12 months, March 2010
                                                                                                                                                    • Figure 59: Frequency of eating eggs, by most popular egg eating occasions, March 2010
                                                                                                                                                    • Figure 60: Frequency of eating eggs, by next most popular egg eating occasions, March 2010
                                                                                                                                                    • Figure 61: Frequency of eating eggs, by other egg eating occasions, March 2010
                                                                                                                                                • Appendix: The Consumer – Attitudes Towards Eggs

                                                                                                                                                    • Figure 62: Prevalence of obesity among children, by equivalised household income quartiles and gender in England, 2007
                                                                                                                                                    • Figure 63: Agreement with statements on consumption of eggs, by demographics, March 2010
                                                                                                                                                    • Figure 64: Attitudes towards eggs, by demographics, March 2010
                                                                                                                                                    • Figure 65: Attitudes towards eggs, by demographics, March 2010
                                                                                                                                                • Appendix – Consumer Egg Choices and Targeting Groups

                                                                                                                                                    • Figure 66: Repertoire of types of eggs eaten in the last 12 months, by demographics, March 2010
                                                                                                                                                    • Figure 67: Types of eggs eaten in the last 12 months, by repertoire of types of eggs eaten in the last 12 months, March 2010
                                                                                                                                                    • Figure 68: Frequency of eating eggs, by repertoire of types of eggs eaten in the last 12 months, March 2010
                                                                                                                                                    • Figure 69: Egg eating occasions, by repertoire of types of eggs eaten in the last 12 months, March 2010
                                                                                                                                                    • Figure 70: Statements on consumption of eggs, by repertoire of types of eggs eaten in the last 12 months, March 2010
                                                                                                                                                    • Figure 71: Attitudes towards eggs, by repertoire of types of eggs eaten in the last 12 months, March 2010
                                                                                                                                                    • Figure 72: Attitudes towards eggs, by target groups, March 2010
                                                                                                                                                    • Figure 73: Target groups, by demographics, March 2010
                                                                                                                                                    • Figure 74: Frequency of eating eggs, by target groups, March 2010
                                                                                                                                                    • Figure 75: Types of eggs eaten in the last 12 months, by target groups, March 2010
                                                                                                                                                    • Figure 76: Egg eating occasions, by target groups, March 2010

                                                                                                                                                Companies Covered

                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                • Asda Group Ltd
                                                                                                                                                • British Egg Industry Council
                                                                                                                                                • British Egg Information Service
                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                • Broadcast Advertising Clearance Centre
                                                                                                                                                • Clarence Court
                                                                                                                                                • Co-operative Group
                                                                                                                                                • Competition Commission
                                                                                                                                                • Dairy Crest Group plc
                                                                                                                                                • Deans Foods
                                                                                                                                                • Department for Environment, Food & Rural Affairs
                                                                                                                                                • Food Standards Agency
                                                                                                                                                • Glenrath Farms Ltd
                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                • J. Sainsbury
                                                                                                                                                • Kantar Media
                                                                                                                                                • Lidl (UK)
                                                                                                                                                • Marks & Spencer
                                                                                                                                                • Oakland Farm Eggs Ltd
                                                                                                                                                • Soil Association
                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                • Tesco Plc
                                                                                                                                                • The Woodland Trust
                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                • Virgin Mobile
                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                • Waitrose
                                                                                                                                                • Wm Morrison Supermarkets

                                                                                                                                                Eggs - UK - June 2010

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