Eggs - US - March 2008

Table of Contents

• 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