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Eggs - US - May 2011

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.

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Table of contents

  1. 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

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • 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.

                                                                                                                                                                                                  Eggs - US - May 2011

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