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FAMILIES WITH CHILDREN
ACCOUNT FOR THE MAJORITY OF EGG CONSUMPTION
Over half of all egg sales are made to
families with children. These households also represent the
biggest spending and most loyal shopper segments for most retailers.
Heavy egg purchases (3+ dozen per month) account for 46% of
total egg volume. |
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CUSTOMERS LOVE EGGS
- Eaten an average of 1.8 times per week
- 7.8 billion egg trips to stores each
year
- 95% household penetration
- 96% repeat purchase
- 71% store-brand penetration
- $2.6 billion in sales
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EGG CUSTOMERS SPEND MORE
Based on ACNielsen Homescan™ data,
consumers still spend twice as much at the store during shopping
trips when eggs are purchased compared to when eggs are not
purchased. |
|
AVERAGE DOLLARS SPENT PER SHOPPING TRIP
Source: Pactiv Corporation/ACNielsen
Homescan™ |
EGGS APPEAL TO GROWING POPULATION
SEGMENTS
Demographic changes in America suggest
a continuing increase in egg sales for the future. Asians, Hispanics,
and individuals over the age of 50 all consume more eggs than
average, and these are three of the fastest growing consumer
segments. Collectively, they account for nearly half of the
entire United States population. |
|
POPULATION GROWTH % 2000-2010
Source: U.S. Census Bureau (middle values) and Progressive Grocer
Product Preference Study, April 1, 2003 |
EGG CUSTOMERS VISIT THE STORE MORE
OFTEN
Eggs are highly consumable and appeal
to the most frequent shoppers in the store. In fact, research
data shows that egg customers make an average of nearly 28 more
visits to the store per year than non-egg customers. |
|
AVERAGE NUMBER OF TRIPS PER YEAR
Source: AEB, Making the Case
for Eggs |
|
What do you like about shopping
for eggs in this store?
|
% Total
Responses
|
| Convenience |
28
|
| Selection |
24
|
| Quality/Freshness |
13
|
| Presentation/Display |
10
|
| Pricing |
8
|
| No Responses |
8
|
| In-Stock |
6
|
| Like the
Store |
2
|
| Source:
AEB, Setting the Case for Eggs |
n=868
|
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CONVENIENCE AND SELECTION ARE WHAT
CUSTOMERS LIKE MOST
Convenience for shoppers is defined as
being in-line with dairy and easy to locate. Selection is having
a full variety of eggs. However, many other factors are important
to customers also. |
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MOST CONSUMERS DECIDE TO BUY EGGS BEFORE THEY GO TO THE STORE...
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...BUT WILL BUY EGGS IF THEY ARE ON SALE EVEN WHEN THEY HAD
NOT PLANNED TO.
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Do you plan to
buy eggs ahead of time or make the decision in the store?
|
Do you buy eggs
when they are on sale even if you had not planned to?
|
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CONVENIENCE IS KEY AT HOME
Convenience is the primary reason
customers do not make eggs more often. AEB’s “Think
Fast. Think Eggs.” advertising is directed at emphasizing
how eggs can be among the most convenient meal options.
|
 |
|
Reasons Customers Do Not Eat
Eggs More
|
Total
%
|
| Other
Breakfast Foods Are Easier To Make |
56
|
| Eggs Take Time To
Prepare |
43
|
| Cannot Eat On The
Go Like Other Foods |
45
|
| Do Not Think Of Making
Eggs That Often |
43
|
| Eggs Too High In Cholesterol |
34
|
| Cannot Be Bothered
With Clean-Up |
32
|
| Worry About Salmonella |
27
|
| More Nutritious
Choices For Breakfast Than Eggs |
25
|
| Source:
AEB Research |
|
 |
|
What three
things are most important to you when you buy eggs?
|
% Total
Customers
Mentioning
|
| Freshness/Dating |
66
|
| No Broken/Cracked |
63
|
| Variety/Selection |
47
|
| Price |
36
|
| Egg/Carton Clean |
32
|
| Health Issues |
8
|
| Other Safety/Quality |
8
|
Miscellaneous
(Multiple responses allowed) |
5
|
| Source:
AEB, Setting the Case for Eggs |
n=601
|
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FRESHNESS IS MOST IMPORTANT TO CONSUMERS
Freshness is cited as the most important
criteria when shopping for eggs. Retailers should respond by
implementing effective handling procedures and by always keeping
eggs properly refrigerated. Highlighting “freshness”
with store signage and “satisfaction guaranteed” statements
will reassure customers that they are getting the best quality
eggs.
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