If new dietary guidelines revitalize egg consumption, supermarkets could stir up fresh sales opportunities.
Originally published in the Feb. 26, 2015 issue of the Facts, Figures & the Future e-newsletter.
The nation's egg suppliers wished upon a star - and their dream is about to come true.
For the first time in more than 50 years, eggs could be sold notunder the weight of a cholesterol warning. Demand should rise if the Dietary Guidelines Advisory Committee files its springtime report with USDA and HHS (after the public comment period), and sticks to its decision to no longer caution against eating foods that contain cholesterol. This would likely result in new federal dietary guidelines that crack open new sales opportunities for eggs and egg products.
Chickens may sweat out their new performance metrics, but supermarkets and restaurants should start thinking now about their new prepared food dishes, how they can market breakfast foods from multiple areas of the store for every daypart, and how nutritionists and dietitians can help consumers understand the potentially greater role of eggs in their daily diets, says Facts, Figures & The Future (F3).
Eggs could ride high in 2015 and beyond for other reasons too, says F3:
U.S. per capita egg consumption has been depressed for decades - after peaking at 421 in 1945, individual consumption stood at 250 in 2012, a near bottom, show USDA statistics in a recent Washington Post table. Yet if 2015 becomes a renaissance year for breakfast, eggs could start on a nice roll.
Eggs are already beginning to advance. After a 1.8 percent unit decline in 2012, and flat performance in 2013, eggs moved up by 1.6 percent to 2.24 billion dozen in calendar 2014, show Nielsen all-outlet data for UPC-coded items (including convenience stores) for the 52 weeks ended December 27, 2014. A 10.6 percent dollar sales rise to $5.92 billion in 2014 came after a 4.9 percent gain in 2013, both helped by price hikes.
Some egg segments showing high percentage dollar-sales gains in 2014 include: quail eggs, up 46.7% to $663,599; organic eggs, up 19.0% to $423.1 million; and brown eggs, up 14.4 percent to $568.7 million. By contrast, egg substitutes were all down by double-digits.
In other breakfast foods, the Nielsen data show: