According to consumer research, nearly 90% of Americans believe eggs are a nutritious choice for breakfast, and 82% believe eggs are a healthier breakfast than cereal. Clearly, shoppers are looking for more protein in the morning, and they are increasingly interested in the fact that:
Egg purchase frequency continues to trend upwards, with the percentage of Heavy Egg Users (3+ cartons per month) increasing by 18% from 2009 to 2013, Medium Egg Users (2 cartons/month) increasing by 10%, and Light Egg Users (Less than 2 cartons/month) decreasing by 28% over that same timeframe.
On average, respondents are eating/serving 5.5 eggs for breakfast during the workweek and 3.1 eggs on weekends – which is the equivalent of approximately three dozen eggs per month.
As suspected, egg purchase increases during holiday periods...specifically around Easter, when one-in-four Consumers claim that their family purchases a greater number of eggs; and in particular, between Thanksgiving and New Year’s when about seven-in-ten households anticipate purchasing more eggs for baking purposes.
The “health” of the Egg Board brand is exceling, as we continue to find consistent positive brand metrics across virtually every single attribute moving the brand in a positive trajectory.
The strategy of educating consumers on a variety of nutritional based messages has proven successful – as agreement with key characteristics increase year after year.
Additionally, we have seen significant growth in the importance placed on specific messages that were communicated in recent campaigns, including eggs keep you fuller longer, eggs give you mental energy, eggs give you and your family energy to keep you going throughout the day, etc.
There has also been a decrease in some of the negative associations with eggs, including concerns around eggs having high cholesterol, the negative impact of eggs on heart health, concerns about eating raw eggs and a decrease in egg usage due to a fear of salmonella.