Eggs - UK - June 2006

Table of Contents

• Introduction and Abbreviations
• Definition
• Consumer research
• ACORN
• Advertising data
• Abbreviations
• Executive Summary
• Not so fragile
• Key consumer findings
• The future
• Market Drivers
• The changing face of breakfast
  • Figure 1: Egg usage, March 2004 and February 2006
  • Figure 2: Usage of breakfast cereals, 2003 and 2005
• A revival in home baking?
• Time-pressed consumers look for quicker meal solutions
  • Figure 3: UK workforce in employment, by gender, 2001-11
• Animal welfare lobby has supported trading up
• I feel good... and so do the chickens
• Market Size
• Fragile growth
  • Figure 4: UK retail sales of eggs, 2001-06
• The war on eggs
• Expenditure rises faster than consumption
  • Figure 5: Per capita weekly consumption and expenditure levels based on Mintel figures, 2001-06
• Legislation and Industry Initiatives
• The future of cages
• Labelling
• Threats
• The spread of the virus
• European impact
• Virus reaches UK shores
• Official advice to consumers
• Consequences to date for the egg market
• Organic and free-range status protected
• Market Segmentation
• Cage eggs see their share decline
  • Figure 6: UK retail sales of eggs by type, 2002-05
• Growth of free range boosted
• Egg consumers go large
  • Figure 7: UK retail sales of eggs by size, 2003-05
• The Supply Structure
• Industry fights shell egg imports
  • Figure 8: Foreign trade in shell eggs, 2001-05
• Supplier shares
  • Figure 9: Leading suppliers' shares of the UK retail egg market, 2002-05
• Major Companies and Brands
• Deans Foods
• Big & Fresh
• Church Manor
• Columbus
• Columbus support
• Corngold
• Eggs4fun
• Woodland
• Stonegate
• Glenrath
• Fridays
• Advertising and Promotion
• Main media advertising to sales ratio is low
  • Figure 10: Main monitored media advertising expenditure on eggs, 2001-05
• Support for individual brands is limited
  • Figure 11: Main monitored media advertising expenditure on eggs by advertisers, 2001-05
• BEIS plays a key role
• Make a meal out of anything
• Translating TV exposure into sales
• Lion Quality logo is widely recognised
• Advertising becomes more patriotic in 2006
• Other activity
• Younger consumers targeted by British Egg Week
• New Product Trends
• Activity has been limited
• Large eggs dominate
• Range of pack sizes
• Seasonality fails to take hold
• Few product claims are made
• Global NPD by product claims
  • Figure 12: Analysis of global product launches by claim, March 2004-05
• NPD greatest in North America
  • Figure 13: Analysis of global product launches by claim and country, March 2004-05
• Innovators
• Futurology
• Distribution
• Multiple grocers tighten their grip
  • Figure 14: Volume sales of eggs, by outlet type, 2001-05
• M&S and Waitrose led the way in growth of free-range
  • Figure 15: Proportion of UK sales, by volume of shell eggs (own-label and branded) sold by selected retailers, 2003-05
• Tesco leads free-range sales
• Asda wins industry award
• Sainsbury's heads for the woods
• The Consumer
• Key consumer findings:
• Detailed Demographics
  • Figure 16: Frequency of egg consumption, February 2006
  • Figure 17: Egg usage, February 2006
  • Figure 18: Cross analysis of frequency of egg use and usage, February 2006
  • Figure 19: Repertoire of egg uses by demographics, February 2006
  • Figure 20: Repertoire of egg uses by frequency of use, February 2006
  • Figure 21: Repertoire of egg uses, February 2006
• Consumer Consumption Levels
  • Figure 22: Frequency of egg consumption, 2004 and 2006
• Low consumption profile
• Low use, low consumption
  • Figure 23: Repertoire of egg uses, February 2006
• How Do You Eat Yours?
  • Figure 24: Egg usage, February 2006
• Usage profile
• Home baking on the rise
• The breakfast foundation
• The Future and Forecast
• Commitment to advertising must be maintained
• Ongoing trend towards healthy eating should favour eggs
• Growth of free-range set to continue
• Growth in PDI will support further premiumisation
  • Figure 38: Forecast of the UK egg market, by volume and value, 2006-11
• Factors used in the forecast