Incredible Egg Leading Incredible Growth

Egg consumption is growing, and fast. According to the United States Department of Agriculture (USDA), per capita egg consumption has grown by more than a dozen eggs over the last five years, and is nearing 261, the highest in 30 years. What’s more, egg category sales added more than $500 million in 2014 to make eggs a $5.5 billion category. And eggs were recently named one of the fastest growing foods (in annual eatings per capita) by NPD, a global market research firm.

Eggs are a staple of your retail business. Household penetration is approximately 94 percent, and has the 2nd highest true profit per square foot facing in the dairy case, despite the 5th smallest footprint.

Please use these resources to learn how to grow your egg sales.

Registered Dietitian/Nutrition

Today’s retail environment is full of nutrition labels, claims, profiling systems and much more. Helping consumers navigate their way through grocery aisles is an important job, and according to the 2010 Dietary Guidelines for Americans, many Americans are overweight and undernourished. They get too many calories but not enough nutrients each day. The Guidelines further state that the prevalence of obesity in the United States has doubled and in some cases tripled between the 1970s and 2008.

WHAT’S IN AN EGG?

For only 70 calories each, eggs are rich in nutrients. They contain, in varying amounts, almost every essential vitamin and mineral needed by humans as well as several other beneficial food components. Egg protein is the standard by which other protein sources are measured. A large egg contains over six grams of protein. A large egg has 4.5 grams of fat, only 7 percent of the daily value. Only one-third (1.5) grams is saturated fat and 2 grams are mono-unsaturated fat.

Large Egg Nutrition Facts Voluntary

Nutrition Label for One Large Egg

Large Egg Nutrition Facts Mandatory

Nutrition Label for One Large Egg Mandatory

We applaud retailers taking steps to ensure that consumers are educated about the foods available to them and have an easy-to-understand, transparent way of assessing the health attributes of the foods they eat. And, we believe that eggs are a nutritional powerhouse people should know about when making food choices.

Better Breakfast Infographic (English)

Egg Yolk Brochure

ENC Egg Labeling Guide

Meeting MyPlate Goals

Nutrient Content of One Large Egg

MyPlate Poster (English)

Egg Packaging Best Practices


AEB identified a series of best practices for egg packaging based on a review of designs from around the world, along with focus group research and quantitative consumer studies here in the U.S.

Click here for the full research report.

The simple fact of the matter is that the U.S. is falling behind other parts of the world when it comes to egg packaging. Click these links to view examples of Chinese, U.K. and Austrian egg packaging.

In fact, because of the lack of innovation in packaging, eggs are being left behind by other categories in the store that use strong design, bold colors and impactful messaging to attract shoppers and grow sales. It is also one of the reasons that eggs have lost shelf space.

AEB’s research discovered that making simple, inexpensive design updates can lead to a 26% increase in purchase interest, a 14% increase in people who will definitely or probably buy, and a 15% increase in consumers who believe they are getting a good value (compared to current packaging).

What kind of updates you ask? Take a look by clicking the interactive A Roadmap to a Better Egg Package Infographic PDF.

Click here for more information about egg nutrition facts.

For a fact sheet of shell egg carton labeling requirements for USDA Grademarked products only, click here.

Avian Influenza: A Retailer’s Guide

America’s egg farmers are deeply concerned about the threat of Avian Influenza (AI) to their flocks and to the egg industry, especially the newly confirmed findings of AI on commercial egg farms. The strains of AI that have been found are not a public health concern and have not affected any humans to date.

However, America’s egg farmers want to ensure that we are keeping retailers up-to-date on the situation. The following answers to frequently asked questions are provided for your reference.

What is avian influenza?

Avian influenza, a virus commonly known as the “bird flu,” is an infectious disease of birds caused by type A strains of the influenza virus.

Is there AI on egg farms?

Yes, there have been positive findings of AI on commercial egg farms. However, egg farmers work diligently to care for their flocks and are also working hand-in-hand with federal regulatory authorities to help prevent the disease from entering other farms.

Should I stop selling eggs if AI is detected in my region, as a precaution?

No. The CDC considers the risk to people from the virus to be low as AI cannot be transmitted through properly cooked eggs. Additionally, the strains of this disease are not transmissible to humans and no human infections with these viruses have been detected.

Are shell eggs from infected farms in the egg supply?

The United States has the strongest AI surveillance program in the world, ensuring the food supply remains safe. Once an egg farm has tested positive for AI, those eggs must be destroyed and cannot be sent to the market. It’s unlikely that shell eggs from an infected farm would make it to retail.

What are egg farmers doing to prevent the spread of AI?

Biosecurity is always a priority on U.S. egg farms, and egg farmers are focused on taking all needed steps to protect their flocks. In response to the virus, U.S. egg farmers, together with turkey and chicken producers, the United States Department of Agriculture (USDA) and other authorities, have heightened measures on the farm to limit the spread of avian influenza. Comprehensive biosecurity practices on commercial egg farms include, but are not limited to, restricting farm access, preventing hens from exposure to wild and migratory birds, increasing veterinary monitoring of flocks and using protective gear at all times.

Where should I go if I have more questions or want more information?

America’s egg farmers continue to be vigilant in keeping their hens free from disease and assure retailers and their customers that eggs and egg products are safe. For more information, please visit www.eggsafety.org or contact the American Egg Board at 847.296.7043 or via email.

Consumer Trends

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:

  • Eggs are all-natural
  • Eggs are a good source of high-quality protein
  • Eggs are a good source of Vitamin D
  • Eggs are gluten-free
  • Eggs are 70 calories

For more about how shoppers think and feel about eggs, check out recent results from our annual tracker research. The findings may surprise you, such as:

  • The number of heavy egg users (purchase 3 or more dozen eggs per month) has increased from 38% to 45% over the last four years.
  • The number of medium users (purchase 2 dozen eggs per month) has increased 10% since 2009.
  • The number of light users (purchase 1 or fewer dozen eggs per month) declined by 28% over the last four years.

Egg retail sales are up 3.8 percent, vs. the same period a year ago, according to September 2016 Nielsen scan data.

Reaching Consumers at Retail

Over the last three years, AEB has been redoubling efforts in the retail channel. One way is through major partnership promotions with complementary brands. Typically, these promotions feature a consumer offer to incentivize incremental egg purchases, along with communications both inside and outside the store, to build awareness of the offer and drive sales. We have found that these partnerships help extend the reach and impact of our own promotional efforts, while also sharing the costs among the participating brands.

Take a look at some of those partnerships:

April 2015

AEB is excited to be partnering with Keebler Crackers on an Easter promotion for the third year in a row, and it’s slated to be one of the biggest programs yet. During the holiday, three million coupons for a free dozen eggs with the purchase of two Keebler brand crackers will be available to consumers. The promotion also will include thousands of in-store Easter displays with brochures showcasing egg decorating ideas and recipes. In 2014, the coupon redemption rate was six percent, well above the industry average.

AEB will also team up with Hungry Jack Hashbrowns during the key Easter time period, offering 1.6 million in-store coupons for savings on the purchase of eggs and hashbrowns. The promotion will be supported by a robust social media campaign on Pinterest, Twitter, Facebook and YouTube, and also will include a new how-to video demonstrating an easy egg and hashbrown recipe for Easter.

 

October 2014

AEB partnered with the Florida Department of Citrus, Pillsbury and Walmart Supercenters for Buy 1 59 oz. or Larger 100% Florida Orange Juice and 1 (8 ct.) Pillsbury Grands! biscuits, and a Get a Dozen Eggs Free. This offer was communicated via an ad in Woman’s World magazine and in-store signage and recipe card tear pads.

April 2014

For the second year in a row, AEB partnered with Keebler Crackers for an offer to Buy Two Keebler Crackers, Get a Dozen Free Eggs. The offer was communicated via 2.7 million instantly redeemable coupons (IRCs) on Keebler packages, in-store displays and e-newsletters. 2013’s offer earned a 7% redemption rate.

In addition, as part of AEB’s Easter outreach, coupons for $0.55 Off the Purchase of Two Dozen Eggs were offered to Incredible Egg Facebook fans. Nearly 50,000 coupons were downloaded in 24 hours.

In-store signage also appeared in 7,800 stores. Last year, AEB saw a 4 percent lift in stores with signage vs. stores without.

AEB partnered with PAAS on a joint advertorial in Parents magazine, along with in-store signage and an online video component. This partnership included digital and social initiatives that centered on Easter - as well as integration in Parents’ Mom+" App. Shelf-talkers were distributed in 250 Kroger stores nationwide.

March 2014

Butterball Turkey Bacon and Arnold Sandwich Thins partnered with eggs for an offer to Buy Turkey Bacon and Sandwich Thins, Get a Dozen Free Eggs. An ad in All You magazine promoted the offer. Both Butterball Turkey Bacon and Sandwich Thins, including the Arnold, Brownberry and Oroweat products, ran an and offered on-pack IRCs.

February 2014

AEB teamed up with Avocados from Mexico and Cholula Hot Sauce on a national offer of Buy 3 Avocados and 1 Hot Sauce, Get a Dozen Free Eggs. A free-standing insert (FSI) delivered promotion details to 40 million households. Other elements included in-store radio in 9,600 stores, point-of-sale signage and recipe tear pads.

 

Defining Egg Types and Labels

Questions about egg labels? AEB has created a useful fact sheet that addresses common egg types, defines frequently used seals and terms on egg cartons, and explains egg freshness. A printable version is also available to download here.

Defining Egg Types and Labels

Egg Shopper Research

In October 2014, the egg industry conducted key research to help gain important insights into an egg shopper’s path-to-purchase at influential retailers including Costco, Kroger and Walmart. Study insights provide a closer look at who is shopping within different retailers, how critical behaviors, drivers, barriers and mindsets differ between key retailers as well as recommendations on touch points that can be leveraged to help influence purchasing decisions including the role of egg packaging. Study highlights include:

  • Price, egg size and package quantity are the top-ranked components of the shopper decision tree.
  • Retailers could benefit from a recommendation on how to better organize egg selection for easier navigation at shelf.
    • An overwhelming egg selection, with too many choices and a lack of understanding of benefits at shelf leads to confusion among shoppers.
    • Shelf displays are seen to be a significant motivator of purchase (falling close behind price and habit).
  • Optimizing packaging can improve the shopper experience and get shoppers to buy more eggs in the near future. Visit Egg Packaging Best Practices for ideas.
  • A perceived lack of “freshness” was revealed to be a main purchase barrier (as freshness was the top purchase driver). More research into this particular insight is being conducted.

Read the full study here