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Viewing report
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Eggs in the United States 2008
Mintel, March 2008, Pages: 65
Scopes and Themes
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations
Terms
Executive Summary
Market topped $5.1 billion in 2007
Regardless of price, consumers still buy eggs
Store brands control most of shell egg market
Supermarkets control almost two-thirds of sales
Price and health considerations drive egg market
Product innovation
American Egg Board leads advertising programs
Eggs are a breakfast staple, but other occasions weak
Consumer perceptions about eggs
Market Size
Strong long-term trend, but too hazardous to make a short-term forecast
Key points
Egg prices continue to climb
Figure 2: Total U.S. sales of eggs and egg substitutes at current prices, 2002-07
Figure 3: Total U.S. sales of eggs and egg substitutes at inflation-adjusted prices, 2002-07
Wal-Mart sales
Competitive Context
Key points
Price increases do not reflect volume changes
Figure 4: Volume and dollar sales of eggs through FDMx, 2002-07
Cage-free in California?
Too expensive to expand
Segment Performance
Key points
Fresh egg sales start to increase after diet fad crash
Other market forces also take hold
Figure 5: U.S. sales of eggs, by segment, 2005 and 2007
Segment Performance—Eggs
Key points
Changing diet fads champion, then challenge, egg sales
Market forces lead to extreme price rises
Figure 6: U.S. sales of fresh eggs, 2002-07
Segment Performance—Liquid Eggs/Egg Substitutes
Key points
Egg substitutes subject to similar market forces
Figure 7: U.S. sales of egg substitutes, 2002-07
Retail Channels
Key points
Eggs are a supermarket staple
Figure 8: U.S. sales of eggs, by retail channel, 2005 and 2007
Retail Channels—Supermarkets
Key points
Supermarkets “under emphasize” eggs, according to AEB report
Add four feet, increase sales by more than 1 percentage point
Figure 9: U.S. sales of all eggs at supermarkets, 2002-07, in current prices
Figure 10: U.S. sales of all eggs at supermarkets, 2002-07, at inflation-adjusted prices
Retail Channels—Natural Supermarkets
Figure 11: Natural channel retail sales of eggs, at current and inflation adjusted prices, 2005-07
Market Drivers
Key points
The rising cost of food
Figure 12: Average retail food costs, selected products, 2000-08
Health and diet
Leading Companies
Key points
In an unbranded industry, a move towards branded products
Egg substitutes/liquid eggs dominated by ConAgra
Figure 13: Sales of leading egg companies, 2005 and 2007
Brand Share—Eggs
Key points
More than two-thirds of the market is private label
Keeping pace with innovation, but not with price
Figure 14: FDM brand sales of fresh eggs in the U.S., 2005 and 2007
Brand Share—Egg Substitutes
Key points
ConAgra created the segment and now has to hold onto it
Innovate in order to stand out
Figure 15: FDM brand sales of egg substitutes in the U.S., 2005 and 2007
Brand Qualities
Liquid eggs
Innovation and Innovators
More than one way to peel an egg
And more than one way to save time on cooking them
New product forecast
Figure 16: New product claims, egg and egg products, 2006-07
Advertising and Promotion
Overview
American Egg Board (AEB)
Figure 17: American egg board, television ad, 2008
Figure 18: American egg board, television ad, 2008
ConAgra
Eggland’s Best
Figure 19: Eggland’s best, television ad, 2008
Purchase of Eggs and Egg Substitutes
Key findings
Figure 20: Types of eggs purchased, by income, February 2008
Trended usage of eggs
Figure 21: Trended usage of eggs, 2001-07
Consumption per Capita and per Household
Key findings
Figure 22: Per-capita and household consumption of eggs, February 2008
Figure 23: Average household size, by race/Hispanic origin of householder, 2001-06
Occasions for Eating Eggs
Key findings among egg consumers
Figure 24: Occasions for eating eggs, by age, February 2008
Know Your Eggs!
Key findings among egg buyers
Figure 25: Assessing the healthfulness of brown vs. white eggs, by age, February 2008
Eggs and Health
Key findings among egg buyers
Age matters in this market
Knowledge of Omega-3 and health concerns
Figure 26: Health issues concerning eggs, by age, February 2008
Egg Freshness
Key findings among egg buyers
Figure 27: Length of time eggs can be kept in refrigerator and still be good, by income, February 2008
The Cost of (Specialty) Eggs
Key findings
Figure 28: Respondents who do not purchase specific types of specialty eggs because of price, February 2008
Appendix: Other Useful Consumer Tables
Figure 36: Types of eggs used, by age, February 2008
Figure 37: Types of eggs used, by race/Hispanic origin, February 2008
Figure 38: Occasions for eating eggs, by income, February 2008
Figure 39: Occasions for eating eggs, by race/Hispanic origin, February 2008
Figure 40: Health issues concerning eggs, by income, February 2008
Figure 41: Health issues concerning eggs, by race/Hispanic origin, February 2008
Figure 42: Length of time eggs can be kept in refrigerator and still be good, by age, February 2008
Figure 43: Length of time eggs can be kept in refrigerator and still be good, by race/Hispanic origin, February 2008
Appendix: Trade Associations
Customers who bought this item also bought
Eggs in the United States
Eggs in China 2008: A Market Analysis
Eggs in Spain
Eggs in China 2009: A Market Analysis
Eggs in France
Eggs in China
The 2009 Import and Export Market for Unshelled Birds' Eggs and Egg Yolks in Asia
The 2009 Import and Export Market for Unshelled Birds' Eggs and Egg Yolks in Africa
The 2009 Import and Export Market for Unshelled Birds' Eggs and Egg Yolks in Europe
The 2009 Import and Export Market for Unshelled Birds' Eggs and Egg Yolks in Latin America
The 2009 Import and Export Market for Unshelled Birds' Eggs and Egg Yolks in Oceana
The 2009 Import and Export Market for Unshelled Birds' Eggs and Egg Yolks in the Middle East
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