Eggs - US - June 2006

Table of Contents

• Introduction and Abbreviations
• Introduction
• Definition
• Abbreviations and terms
• Abbreviations
• Terms
• Executive Summary
• A tumultuous market
• Diet trends impact the market
• Hispanics and blacks important to the market
• Organic eggs raise price point, drive sales
• Avian flu fears affect sales, despite being irrational
• Bubble in fresh shell eggs bursts
• Potential growth for refrigerated egg substitutes
• Expansion in advertising of eggs
• Room for growth in sales to those aged 55+
• Families drive volume sales
• A highly fragmented market
• Supermarkets primary egg sellers
• Diet/health trends favorable for growth
• Market forecast
• Market Drivers
• Diet and health trends
• Women in the workplace
• Less time spent cooking
• Population size and characteristics
• Children in the household
  • Figure 1: Households by presence of children, 1994-2004
• Over-55s willing to spend on healthy eggs and egg substitutes
• The U.S. population by age
  • Figure 2: U.S. population by age, 2000-10
• The Hispanic market
  • Figure 3: Population by race and Hispanic origin, 2001-2011
  • Figure 4: Hispanic household--average annual household Fruit and vegetable expenditures as a share of total food, 2003*
• Concerns about treatment of animals
• Rise in popularity of organic foods
• Fears related to Avian Flu
• Market Size and Trends
• Market Size
  • Figure 5: Total U.S. retail sales of eggs and egg substitutes, at current and constant prices, 2000-05
  • Figure 6: Graph: Total U.S. retail sales of eggs and egg substitutes, at current and constant prices, 2000-05
• Market Trends
• New product offerings
• Market Segmentation
• Overview
  • Figure 7: Sales of eggs and egg substitutes, by type, 2003 and 2005
  • Figure 8: Graph: Sales of eggs and egg substitutes, 2005
• Fresh shell eggs
  • Figure 9: Total U.S. retail sales of fresh shell eggs, at current and constant prices, 2000-05
  • Figure 10: Graph: Total U.S. retail sales of fresh shell eggs, at current and constant prices, 2000-05
• Refrigerated egg substitutes
  • Figure 11: Total U.S. retail sales of refrigerated egg substitutes, at current and constant prices, 2000-05
  • Figure 12: Graph: Total U.S. retail sales of refrigerated egg substitutes, at current and constant prices, 2000-05
• Frozen egg substitutes
  • Figure 13: Total U.S. retail sales of frozen egg substitutes, at current and constant prices, 2000-05
• Shelf stable egg substitutes
  • Figure 14: Total U.S. retail sales of shelf stable egg substitutes, at current and constant prices, 2000-05
• Supply Structure
• Introduction
• Company and brand sales
  • Figure 15: FDM sales of eggs and egg substitutes, segmented by manufacturer, 2003 and 2005
  • Figure 16: Graph: Percentage point change in FDM sales by manufacturer and private label 2003-05
• Manufacturer and brand sales of eggs and egg substitutes
• Fresh shell eggs
  • Figure 17: Sales of fresh eggs, segmented by manufacturer/brand, 2003 and 2005
• Refrigerated egg substitutes
  • Figure 18: Sales of refrigerated egg substitutes, segmented by manufacturer/brand, 2003 and 2005
• Frozen egg substitutes
  • Figure 19: Sales of frozen egg substitutes, segmented by manufacturer/brand, 2003 and 2005
• Shelf stable egg substitutes
  • Figure 20: Sales of shelf stable egg substitutes, segmented by manufacturer/brand, 2003 and 2005
• Company profiles
• Cal-Maine Foods
• ConAgra Foods
• Michael Foods (Papetti's Hygrade Egg Products)
• Rose Acre Farms
• Land O'Lakes (MoArk LLC)
• Morningstar Foods
• Kellogg
• Tree of Life, Inc. (Deb-el Foods Corporation)
• Ener-G Foods
• Advertising and Promotion
• Overview
• American Egg Board (AEB)
  • Figure 21: Xtreme Clip: American Egg Board television spot: Great Smokies, 2006
• Cal-Maine
  • Figure 22: Xtreme Clip: Television spot for eggland's best: Chef's choice, 2006
  • Figure 23: Xtreme Clip: Television spot for eggland's best: The chef and the nutritionist, 2006
  • Figure 24: Xtreme Clip: Television spot foir Eggland's Best: Organic and Cage-Free, 2006
  • Figure 25: Xtreme Clip: Television spot for Eggland's Best: Best-tasting eggs, 2006
• Hidden Villa Ranch (Gold Circle Farms)
  • Figure 26: Xtreme Clip: Television spot foir Hidden villa ranch: Time to eat right I, 2006
  • Figure 27: Xtreme Clip: Television spot foir Hidden villa ranch: Time to eat right II, 2006
• ConAgra (Egg Beaters)
  • Figure 28: Xtreme Clip: Television spot foir Egg Beaters, 2006
• Retail Distribution
• Introduction
  • Figure 29: Sales of eggs and egg substitutes, segmented by distribution channel, 2003 and 2005
  • Figure 30: Graph: Sales of eggs and egg substitutes, segmented by distribution channel, 2003 and 2005
• Supermarkets
  • Figure 31: U.S. supermarket sales of eggs and egg substitutes, at current and constant prices, 2000-05
• Mass merchandisers and clubs
  • Figure 32: Mass merchandiser sales of eggs and egg substitutes excluding Wal-Mart, at current and constant prices, 2000-05
• Drugstores
  • Figure 33: Drugstore sales of eggs and egg substitutes, at current and constant prices, 2000-05
• Other
  • Figure 34: Sales of eggs and egg substitutes at non-fdm channels, at current and constant prices, 2000-05
• The Consumer
• Introduction
• Summary
• Egg penetration
  • Figure 35: Household use of eggs, by gender, age, household income and household size, January- September 2005
• Volume usage of eggs
  • Figure 36: Egg volume use, by age, January-September 2005
  • Figure 37: Egg volume use, by number of people in the household, January-September 2005
  • Figure 38: Egg volume use, by race/ethnicity, January 2005 to September 2005
• Penetration of white and brown eggs and egg substitutes
  • Figure 39: Purchase of white and brown eggs and egg substitutes, by gender, March 2006
  • Figure 40: Purchase of white and brown eggs and egg substitutes, by age, March 2006
  • Figure 41: Purchase of white and brown eggs and egg substitutes, by household income, March 2006
  • Figure 42: Purchase of white and brown eggs and egg substitutes, by presence of children and marital status, March 2006
  • Figure 43: Purchase of white and brown eggs and egg substitutes, by census region, March 2006
  • Figure 44: Purchase of white and brown eggs and egg substitutes, by race/ethnicity, March 2006
• Attitudes towards brown and white eggs
  • Figure 45: Attitudes about egg color, by gender, March 2006
  • Figure 46: Attitudes about egg color, by age, March 2006
  • Figure 47: Attitudes about egg color, by household income, March 2006
  • Figure 48: Attitudes about egg color, by presence of children and marital status, March 2006
  • Figure 49: Attitudes about egg color, by census region, March 2006
  • Figure 50: Attitudes about egg color, by race/ethnicity, March 2006
• Penetration of specialty eggs
  • Figure 51: Purchase of specialty eggs, by age, March 2006
  • Figure 52: Graph: Purchase of specialty eggs, by age, March 2006
  • Figure 53: Purchase of specialty eggs, by household income, March 2006
  • Figure 54: Purchase of specialty eggs, by census region, March 2006
  • Figure 55: Purchase of specialty eggs, by race/ethnicity, March 2006
• Attitudes towards eggs
  • Figure 56: Attitudes about eggs and health, by gender, March 2006
  • Figure 57: Attitudes about eggs and health, by age, March 2006
  • Figure 58: Attitudes about eggs and health, by household income, March 2006
  • Figure 59: Attitudes about eggs and health, by presence of children and marital status, March 2006
  • Figure 60: Attitudes about eggs and health, by census region, March 2006
  • Figure 61: Attitudes about eggs and health, by race/ethnicity, March 2006
• Price as a limitation on sales of organic and free-range eggs
  • Figure 62: Not buying organic and free-range eggs because of the cost, by gender, age, income and census region, March 2006
• Future and Forecast
• Future trends
• Diabetes epidemic to drive egg and egg substitute sales
• Specialty eggs to make further gains
• Egg sales to continue moving away from supermarkets
• Demographic shifts
• Over-55s to propel sales of low-cholesterol, egg-substitute, and fortified eggs
  • Figure 63: U.S. population by age, 2005-10
• Hispanics and Blacks to increase volume sales
  • Figure 64: Population by race and Hispanic origin, 2006-2011
• Market forecast
• Eggs and egg substitutes
  • Figure 65: Forecast of total U.S. retail sales of eggs and egg substitutes, at current and constant prices, 2005-10
  • Figure 66: Forecast of total U.S. retail sales of eggs and egg substitutes, at current and constant prices, 2005-10
• Fresh shell eggs
  • Figure 67: Forecast of U.S. retail sales of fresh shell eggs, at current and constant prices, 2005-10
• Egg substitutes
  • Figure 68: Forecast of U.S. retail sales of egg substitutes, at current and constant prices, 2005-10
• Forecast factors
• Appendix: Trade Associations
• Appendix: New Product Developments
• Pilgrim's Pride EggsPlus Eggs
• Omnibrands O Organics Large Brown Eggs
• Eggland's Best Organic Large Brown Eggs
• Wegmans' Egg Busters
• Cyd's Nest Fresh Large Eggs
• Trader Joe's Organic Omega 3 Free Range Eggs
• Price Chopper Egg Whites
• ConAgra Egg Beaters Egg Whites
• Papetti Better'n'Eggs Plus Pasteurized Real Egg Product
• Michael Foods Fresh Hard Boiled Eggs
• Born Free Cage Free Brown Eggs
• Crack N'Snack Hard Cooked Eggs
• Rose Acre Farms Essensia Specialty Eggs