Table of Contents
Introduction and Abbreviations
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- Definition
- Consumer research
- ACORN
- Advertising data
- Abbreviations
Premier Insight
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- The emotive egg
- More than convenient
Executive Summary
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- Not so fragile
- Key consumer findings
- The future
Market Drivers
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- The changing face of breakfast
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- Figure 1: Egg usage, March 2004 and February 2006
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- Figure 2: Usage of breakfast cereals, 2003 and 2005
- A revival in home baking?
- Time-pressed consumers look for quicker meal solutions
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- Figure 3: UK workforce in employment, by gender, 2001-11
- Animal welfare lobby has supported trading up
- I feel good… and so do the chickens
Market Size
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- Fragile growth
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- Figure 4: UK retail sales of eggs, 2001-06
- The war on eggs
- Expenditure rises faster than consumption
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- Figure 5: Per capita weekly consumption and expenditure levels based on Mintel figures, 2001-06
Legislation and Industry Initiatives
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- The future of cages
- Labelling
- Threats
- The spread of the virus
- European impact
- Virus reaches UK shores
- Official advice to consumers
- Consequences to date for the egg market
- Organic and free-range status protected
Market Segmentation
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- Cage eggs see their share decline
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- Figure 6: UK retail sales of eggs by type, 2002-05
- Growth of free range boosted
- Egg consumers go large
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- Figure 7: UK retail sales of eggs by size, 2003-05
The Supply Structure
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- Industry fights shell egg imports
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- Figure 8: Foreign trade in shell eggs, 2001-05
- Supplier shares
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- Figure 9: Leading suppliers’ shares of the UK retail egg market, 2002-05
Major Companies and Brands
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- Deans Foods
- Big & Fresh
- Church Manor
- Columbus
- Columbus support
- Corngold
- Eggs4fun
- Woodland
- Stonegate
- Glenrath
- Fridays
Advertising and Promotion
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- Main media advertising to sales ratio is low
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- Figure 10: Main monitored media advertising expenditure on eggs, 2001-05
- Support for individual brands is limited
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- Figure 11: Main monitored media advertising expenditure on eggs by advertisers, 2001-05
- BEIS plays a key role
- Make a meal out of anything
- Translating TV exposure into sales
- Lion Quality logo is widely recognised
- Advertising becomes more patriotic in 2006
- Other activity
- Younger consumers targeted by British Egg Week
New Product Trends
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- Activity has been limited
- Large eggs dominate
- Range of pack sizes
- Seasonality fails to take hold
- Few product claims are made
- Global NPD by product claims
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- Figure 12: Analysis of global product launches by claim, March 2004-05
- NPD greatest in North America
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- Figure 13: Analysis of global product launches by claim and country, March 2004-05
- Innovators
- Futurology
Distribution
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- Multiple grocers tighten their grip
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- Figure 14: Volume sales of eggs, by outlet type, 2001-05
- M&S and Waitrose led the way in growth of free-range
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- Figure 15: Proportion of UK sales, by volume of shell eggs (own-label and branded) sold by selected retailers, 2003-05
- Tesco leads free-range sales
- Asda wins industry award
- Sainsbury’s heads for the woods
The Consumer
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- Key consumer findings:
Detailed Demographics
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- Figure 16: Frequency of egg consumption, February 2006
- Figure 17: Egg usage, February 2006
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- Figure 18: Cross analysis of frequency of egg use and usage, February 2006
- Figure 19: Repertoire of egg uses by demographics, February 2006
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- Figure 20: Repertoire of egg uses by frequency of use, February 2006
- Figure 21: Repertoire of egg uses, February 2006
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Consumer Consumption Levels
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- Figure 22: Frequency of egg consumption, 2004 and 2006
- Low consumption profile
- Low use, low consumption
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- Figure 23: Repertoire of egg uses, February 2006
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How Do You Eat Yours?
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- Figure 24: Egg usage, February 2006
- Usage profile
- Home baking on the rise
- The breakfast foundation
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Eggs and the Modern Day Cook
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- Figure 25: Consumer typologies, February 2006
- Home Makers (39% of sample)
- Can the Home Maker survive the 21st Century?
- Am I Bovvered? (31% of sample)
- No cares, no worries
- Emancipation from the kitchen
- Convenient Option (19% of sample)
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Detailed Demographics
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- Figure 26: Attitudes to eggs, February 2006
- Figure 27: Attitudes to eggs, February 2006
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- Figure 28: Cross analysis of frequency of egg use and attitudes to eggs, February 2006
- Figure 29: Cross analysis of frequency of egg use and attitudes to baking, February 2006
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- Figure 30: Cross analysis of frequency of egg use and attitudes to cooking, February 2006
- Figure 31: General cooking typologies by demographics, February 2006
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- Figure 32: General cooking typologies by attitudes to cooking, February 2006
- Figure 33: General cooking typologies by egg consumption, February 2006
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- Figure 34: General cooking typologies by egg usage and repertoire, February 2006
- Figure 35: General cooking typologies by attitudes to eggs, February 2006
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- Figure 36: General cooking typologies by baking frequency, February 2006
- Figure 37: General cooking typologies by attitudes to baking, February 2006
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The Future and Forecast
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- Commitment to advertising must be maintained
- Ongoing trend towards healthy eating should favour eggs
- Growth of free-range set to continue
- Growth in PDI will support further premiumisation
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- Figure 38: Forecast of the UK egg market, by volume and value, 2006-11
- Factors used in the forecast
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