Cracked Up – The Latest on U.S. Egg Sales

Cracked Up – The Latest on U.S. Egg Sales

Whether hard boiled, sunny side-up, poached, scrambled or in an omelet, eggs are a popular breakfast staple around the globe. And they’re not just tasty. Eggs are loaded with high-quality proteins, vitamins, minerals, good fats and various trace nutrients and should be on consumer’s radar as an egg-ceptional superfood, that when eaten in moderation can be part of a healthy diet.

Despite their popularity at many breakfast tables, however, eggs aren’t selling the way they used to. In the year ended Feb. 20, 2016, unit sales of white eggs declined 3.6%, continuing three previous years of egg sale declines.

So what can egg farmers and retailers do to combat the decline in sales? A first step could examining what American’s are eating and what they’re trying to accomplish with their diets. With over half (60%) of American respondents in Nielsen’s 2015 Global Health and Wellness Survey considering themselves overweight, and half of the U.S. population (50%) actively trying to lose weight, marketers could certainly tout the documented health attributes of eggs, when consumed in moderation and instead of less-healthy fare such as bagels, muffins and pastries.

Americans looking to lose weight are already doing so by making more healthful food choices. Among those who are changing their diet to lose weight, more than half (59%) say they’re cutting down on fats, and 57% are eating less chocolate and sugary sweets. Conversely, more than half of Americans (59%) are expanding their diets with more natural, fresh foods. With diets changing, there is an opportunity for eggs, particularly those branded as organic or free-range, to hatch improved sales.

If egg farmers and retailers alike can spread the message that eggs can be part of a balanced diet—one that also includes fruits/vegetables, whole grains, lean meats and dairy—they may just see their sales spike in the future.