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- The US Egg Market - May 2011
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This report builds on the analysis presented in Mintel's Eggs—U.S., March 2008, as well as reports published in June 2006, and 2004.
The following segments are included in this report:
- Eggs consist of shell eggs produced and sold in the U.S. retail market, for human consumption.
- Egg substitutes/liquid eggs are eggs that have been reformulated through the breaking and processing of shell eggs. Egg substitutes include whole eggs, egg whites, and egg yolks in frozen, refrigerated, liquid, and dried (powdered) forms.
Excluded from this report are:
Candied eggs, wooden eggs, painted eggs, pickled eggs, chocolate eggs, or eggs used in green salads or as part of a salad mixture, or as an accompaniment item to any food dish or mix. Omelets, egg patties, quiches and quiche mixes, etc. fall into this category (and are therefore excluded), and are generally used by foodservice operations.
Scope and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
The toll of recession, the cost of price promotion
Health and the egg
Dining out at breakfast
The volatile fresh egg
Supermarkets lose share to warehouse clubs
A few brands make presence known
Package changes and claims must do for innovation
Marketing the entire industry
Egg buyers skew young, family-friendly
Eggs are price inelastic
Cost-consciousness inhibits many consumers
The promise of Asian and Hispanic consumers
Males most skeptical of health benefits unless they have children
Insights and Opportunities
Trumpet the weight-loss positives of an egg breakfast
Fewer health negatives as egg cholesterol decreases
Selling reduced salmonella risk in organic
Talking about taste
An egg at the finish line
Inspire Insights
Inspire Trend: “Perfecting the Details”
Market Size and Forecast
Key points
Sales down 2009, increasing somewhat 2010
Figure 1: Total U.S. sales of eggs and egg substitutes at current prices, 2005-15
Figure 2: Total U.S. sales of eggs and egg substitutes, at inflation-adjusted prices, 2005-15
Fan chart forecast
Figure 3: Fan chart forecast of total U.S. sales of eggs and egg substitutes, at current prices, 2005-15
Walmart sales
Market Drivers
Key points
After salmonella, consumer habits change—somewhat
The egg, cholesterol, and consumers
Growing Hispanic population positive toward eggs
Figure 4: Population, by race and Hispanic origin, 2006-16
Attitudes toward recycling
Figure 5: Attitudes toward recycling and eco-friendly products, by household income, April 2009-June 2010
Interest in natural/organic products
Figure 6: Interest in natural/organic products, by race/Hispanic origin, December 2009
Competitive Context
Key points
Breakfast on the go
Figure 7: Top 10 healthiest fast-food breakfasts according to Health magazine, February 2011
Convenience egg dishes
Segment Performance
Key points
Modest increases in sales for fresh eggs, a bit more for substitutes
Sales of eggs and egg substitutes, by segment
Figure 8: U.S. sales of eggs, by segment, 2009 and 2010
Segment Performance—Fresh Eggs
Key points
A volatile period
Sales and forecast—fresh eggs
Figure 9: U.S. sales of fresh eggs 2005-15
Segment Performance—Liquid Eggs/Egg Substitutes
Key points
Smaller swings in sales
Sales and forecast—liquid eggs/egg substitutes
Figure 10: Total U.S. retail sales of liquid eggs and egg substitutes, by segment, 2005-2015
Retail Channels
Key point
Supermarkets steady, warehouses grow in percentage of sales
Figure 11: Total U.S. retail sales of eggs and egg substitutes, by channel, 2005-10
Figure 12: Indexed growth of total U.S. retail sales of eggs and egg substitutes, by channel, 2005-10
Figure 12: Share of total U.S. retail sales of eggs and egg substitutes, by channel, 2005-10
Retail Channels—Supermarkets
Key points
Dollar sales drop as recession takes hold
Figure 13: U.S. sales of all eggs at supermarkets, 2005-10
Retail Channels—Warehouse Clubs and Supercenters
Key points
Turning to warehouse store value during recession
Figure 14: U.S. sales of all eggs at warehouse stores and supercenters, 2005-10
Retail Channels—Other Channels
Key points
Other channel sales drop, then steady
Figure 15: U.S. sales of all eggs at other stores, 2005-10
Retail Channels—Natural Supermarkets
Key points
Insights
Sales of eggs in the natural channel
Figure 16: Natural supermarket sales of eggs, at current prices, 2008-10
Figure 17: Natural supermarket sales of eggs, at inflation-adjusted prices, 2008-10
Natural channel sales by segment
Figure 18: Natural supermarket sales of eggs, by segment, 2008 and 2010
Leading brands
Natural channel sales by organic content
Figure 19: Natural supermarket sales of eggs, by organic vs. nonorganic, 2008 and 2010
Natural channel sales by omega-3 fortification
Figure 20: Natural supermarket sales of eggs, by omega-3 content, 2008 and 2010
Leading Companies
Key points
Eggland’s Best a singular success
FDMx sales of eggs by manufacturer
Figure 21: FDMx sales of eggs and egg substitutes, by manufacturer, 2010-11
Brand Share—Fresh Eggs
Key points
Private label dominates, a recalled brand suffers
Figure 22: FDMx brand sales of eggs, 2009 and 2010
Brand consumption trends
Figure 23: Brands of eggs and private label eggs used by household, 2003-10
Brand Share—Egg Substitutes
Key points
Little movement in share
Figure 24: FDMx brand sales of egg substitutes, 2009 and 2010
Innovation and Innovators
Key points
Conventional eggs—repackaged
Organic
Cage-free/free-range
Egg substitutes and egg whites
Marketing Strategies
Key points
The AEB, the recall, and Sesame Street
Brand and merchandising strategies
In-store merchandising and displays
Price promotion and price elasticity
TV advertising/promotion
Figure 25: Eggland’s Best, Better than ever nutrition #1, TV ad, September 2010
Figure 26: Eggland’s Best, Better than ever nutrition #2, TV ad, September 2010
Print advertising versus editorial coverage
Online initiatives
Trends in Household Use of Eggs
Key points
Overall usage
Figure 27: Household use of eggs, 2003-10
Organic vs. nonorganic
Figure 28: Household usage of organic vs. nonorganic eggs, 2009-10
Volume of household egg usage
Figure 29: Volume of eggs used in household, 2003-10
Egg Purchasing
Key points
Types of eggs purchased
Figure 30: Types of eggs purchased, by age, January 2011
Figure 31: Types of eggs purchased, by household income, January 2011
Figure 32: Types of eggs purchased, by presence and number of children in household, January 2011
Figure 33: Types of eggs purchased, by educational attainment, January 2011
Figure 34: Types of eggs purchased, by region, January 2011
Figure 35: Types of eggs purchased, by generation, January 2011
Types of packaging in which eggs are purchased
Figure 36: Importance of packaging and form usually bought, by age, January 2011
Figure 37: Importance of packaging and form usually bought, by household income, January 2011
Figure 38: Importance of packaging and form usually bought, by presence and number of children in household, January 2011
Figure 39: Importance of packaging and form usually bought, by region, January 2011
Figure 40: Importance of packaging and form usually bought, by urban status, January 2011
Egg Grades and Sizes Bought
Key points
Egg-grading confusion and the Food Safety Modernization Act
Grades of eggs purchased
Figure 41: Grade of eggs most often purchased, by gender, age and household income, January 2011
Figure 42: Grade of eggs most often purchased, by race/Hispanic origin and region, January 2011
Size of eggs purchased
Figure 43: Size of eggs most often purchased, by gender, age and household income, January 2011
Figure 44: Size of eggs most often purchased, by race/Hispanic origin and presence of children, January 2011
Loyalty to grades and sizes of eggs purchased
Figure 45: Loyalty to size and grade of egg purchased, by gender, age and household income, January 2011
Figure 46: Loyalty to size and grade of egg purchased, by race/Hispanic origin, household size, and presence of children, January 2011
Price Elasticity of Eggs
Key points
Overview
Figure 47: Egg-buying changes with egg price changes, January 2011
Higher levels of price sensitivity among women, lower income and age groups
Figure 48: Egg-buying changes with egg price changes, by gender, January 2011
Figure 49: Egg-buying changes with egg price changes, by age, January 2011
Figure 50: Egg-buying changes with egg price changes, by household income, January 2011
Figure 51: Egg-buying changes with egg price changes, by region, January 2011
Impact of Salmonella Recall
Key points
Egg-buying changes
Figure 52: Egg-buying changes as a result of 2010 salmonella-related recalls, by age, January 2011
Figure 53: Egg-buying changes as a result of 2010 salmonella-related recalls, by household income, January 2011
Figure 54: Egg-buying changes as a result of 2010 salmonella-related recalls, by presence and number of children, January 2011
Incidence of changing to different types of eggs following the recall
Figure 55: What were the egg-buying changes as a result of 2010 salmonella-related recalls? by gender, January 2011
Eggs and Health
Key points
Specialty eggs not necessarily seen as better
Figure 56: Attitudes to eggs regarding health, by gender, January 2011
Figure 57: Attitudes to eggs regarding health, by age, January 2011
Figure 58: Attitudes to eggs regarding health, by household income, January 2011
Figure 59: Attitudes to eggs regarding health, by number of people in household, January 2011
Impact of Cost on Buying Certain Types of Eggs
Key points
Cost trumps specialty for most nonbuyers
Figure 60: Impact of cost on buying certain types of eggs, by gender, January 2011
Figure 61: Impact of cost on buying certain types of eggs, by age, January 2011
Figure 62: Impact of cost on buying certain types of eggs, by household income, January 2011
Impact of Race/Hispanic Origin
Key points
Egg purchasing
Figure 63: Types of eggs purchased, by race/Hispanic origin, January 2011
Attitudes toward recycling and types of packaging in which eggs are purchased
Figure 64: Attitudes toward recycling and eco-friendly products, by race/Hispanic origin, April 2009-June 2010
Figure 65: Importance of packaging and form usually bought, by race/Hispanic origin, January 2011
Price elasticity of eggs
Figure 66: Egg-buying changes with egg price changes, by race/Hispanic origin, January 2011
Impact of salmonella recall
Figure 67: Egg-buying changes as a result of 2010 salmonella-related recalls, by race/Hispanic origin, January 2011
Eggs and health
Figure 68: Attitudes to eggs regarding health, by race/Hispanic origin, January 2011
Figure 69: Attitudes to eggs regarding health, by Hispanic origin and household income, January 2011
Impact of cost on buying certain types of eggs
Figure 70: Impact of cost on buying certain types of eggs, by race/Hispanic origin, January 2011
Figure 71: Impact of cost on buying certain types of eggs, by Hispanic origin and age, January 2011
Custom Consumer Tables
Key points
Egg grades and sizes bought
Figure 72: Grade of eggs most often purchased, by key custom demographics, January 2011
Types of packaging in which eggs are purchased
Figure 73: Importance of packaging and form usually bought, by gender and presence of children, January 2011
Figure 74: Importance of packaging and form usually bought, by Hispanic origin and household income, January 2011
Figure 75: Importance of packaging and form usually bought, by race and age, January 2011
Eggs and health
Figure 76: Attitudes to eggs regarding health, by gender and presence of children, January 2011
Figure 77: Attitudes to eggs regarding health, by marital status and presence of children, January 2011
Figure 78: Attitudes to eggs regarding health, by gender and age, January 2011
Impact of cost on buying certain types of eggs
Figure 79: Impact of cost on buying certain types of eggs, by gender and household income, January 2011
Figure 80: Impact of cost on buying certain types of eggs, by race and household income, January 2011
Figure 81: Impact of cost on buying certain types of eggs, by race and age, January 2011
Cluster Analysis
Off-White, High-Grade
Demographics
Characteristics
Opportunities
Taste and Price Indifferent
Demographics
Characteristics
Opportunities
Price-Sensitive, Cholesterol-Worriers
Demographics
Characteristics
Opportunities
Characteristic tables:
Figure 82: Egg buyer clusters, January 2011
Figure 83: Types of eggs purchased, by egg buyer clusters, January 2011
Figure 84: Grade of eggs most often purchased, by egg buyer clusters, January 2011
Figure 85: Size of eggs most often purchased, by egg buyer clusters, January 2011
Figure 86: Egg-buying changes with egg price changes, by egg buyer clusters, January 2011
Figure 87: Attitudes to eggs regarding health, by egg buyer clusters, January 2011
Demographic tables
Figure 88: Egg buyer clusters, by gender, January 2011
Figure 89: Egg buyer clusters, by age, January 2011
Figure 90: Egg buyer clusters, by household income, January 2011
Figure 91: Egg buyer clusters, by race, January 2011
Figure 92: Egg buyer clusters,by Hispanic origin, January 2011
Cluster methodology
IRI/Builders Panel Data—Fresh Eggs
Overview
Consumer insights on key purchase measures—fresh eggs
Brand map
Figure 93: Brand map, selected brands of fresh eggs buying rate by household penetration, 2010*
Brand leader characteristics
Key purchase measures
Figure 94: Key purchase measures for the top brands of fresh eggs, by household penetration, 2010*
Appendix: IRI/Builders Panel Data Definitions
Appendix: Other Useful Tables
Figure 95: Importance of packaging and form usually bought, by marital status and presence of children, January 2011
Figure 96: Egg-buying changes as a result of 2010 salmonella-related recalls, by urban status, January 2011
Figure 97: Attitudes to eggs regarding health, by Hispanic origin and age, January 2011
Appendix: Trade Associations
- ABP Corporation
- American Egg Board
- American Heart Association, Inc.
- American Medical Association (AMA)
- BJ's Wholesale Club, Inc
- Cal-Maine Foods, Inc.
- Centers for Disease Control and Prevention
- ConAgra Foods, Inc
- Costco Wholesale Corporation
- Denny's Corporation
- Dunkin' Brands
- Economist Group Limited (The)
- Eggland's Best, Inc.
- Facebook, Inc.
- Federal Communications Commission (FCC)
- Flickr
- Food and Drug Administration
- FOX Broadcasting Company
- Google, Inc.
- Institute of Food Technologists (IFT)
- Jamba Juice Company
- Land O'Lakes Inc.
- McDonald's U.S.A.
- Michael Foods Inc.
- Organic Valley Family of Farms
- Panera Bread Company
- Pepsi-Cola North America
- Publix Super Markets
- Rose Acre Farms Inc.
- Seattle Coffee Company
- Starbucks Corporation
- Subway
- The Kroger Co.
- The New York Times Company
- Trader Joe's Company Inc
- Turner Broadcasting System, Inc.
- Twitter, Inc.
- U.S. Bureau of Labor Statistics
- U.S. Bureau of the Census
- U.S. Department of Agriculture
- U.S. Poultry & Egg Association
- US Department of Commerce
- USA Poultry & Egg Export Council
- USA Today
- Walmart Stores (USA)
- Whole Foods Market Inc
- Yahoo! Inc
- YouTube, Inc.
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