Between a historic 2010 egg recall related to product safety, and a recessionary economy, the egg industry faces dramatic challenges. Yet penetration is nearly universal and usage represents opportunity. For egg marketers, reinvention of the egg provides the answer. Egg marketers can capitalize on positive egg news regarding diet and cholesterol, and expand egg-eating occasions.

This report describes fresh eggs and liquid eggs/egg substitutes, and scrutinizes the growth of specialty, as well as conventional eggs. The report considers a range of topics, including:

Between a historic 2010 egg recall related to product safety, and a recessionary economy, the egg industry faces dramatic challenges. Yet penetration is nearly universal and usage represents opportunity. For egg marketers, reinvention of the egg provides the answer. Egg marketers can capitalize on positive egg news regarding diet and cholesterol, and expand egg-eating occasions.

This report describes fresh eggs and liquid eggs/egg substitutes, and scrutinizes the growth of specialty, as well as conventional eggs. The report considers a range of topics, including:

The size of the market, its sales volatility and its growth potential as the economy recovers

The limited role of egg brands and the importance of industry marketing

The part played by private label and the consequences of heavy price promotion by retailers

The need to speak to families, younger adults, Hispanics and other demographics who are demonstrably willing to believe in the positives of eggs, especially specialty eggs

Public image problems associated with food safety and ethical issues in egg production

The consumer’s all-consuming interest in nutrition and diet and the egg’s status in the health debate