Most U.S. households (94 percent) use eggs, according to a recent study by market research firm Mintel.
A whopping 92 percent of Mintel respondents agree that eggs are an important part of a healthy diet. However, there is a potential struggle for organic producers, as more than half (57 percent) don’t think organic eggs are any healthier than regular ones. Furthermore, 30 percent of respondents eat fewer eggs than they would like due to concerns about cholesterol.
Eggs are such a staple in people’s lives that regardless of price fluctuations, half of the households that buy eggs say they will not change their egg purchasing habits.
“Eggs represent an economical source of protein for people’s diets,” says Bill Patterson, senior analyst at Mintel. “Since the recession began in 2008, consumers have been driven to opt for larger volumes of eggs as a substitute for more expensive proteins. In April 2009 to June 2010, the 30-day average of eggs used increased to its highest level in seven years ... 33 eggs per household.”
Regular white eggs are purchased by a large majority of consumers (88 percent), followed in the distance by brown eggs at 27 percent. Organic and free-range eggs come in at 17 percent and 14 percent, respectively, and are most widely used by those ages 25-34. Whether because of higher awareness of and concern with diet and health for young children in the household, or due to a generational tendency to experiment with and embrace natural and sustainable foods, this demographic should prove most responsive to marketers’ attention, according to Mintel.