The latest figures from retail analyst TNS show egg sales have rocketed in the first seven months of 2003. Sales of Lion eggs are up 9% and the total market has seen an increase of almost 4%. But the biggest development has been in sales of free range eggs.
For the 12 month period ending August 2003 free range market share grew by 9.4% giving it 26.1% of the total retail market. There were gains also for organic eggs which showed an annual growth of 4.3% to a point where the sector now represents 2.9% of the market. A slight drop in barn egg sales leaves them with a 10.4% share but the real loser was value cage with market share dropping to 29.5% against 32% for the previous 12 months. Sales of standard cage eggs increased slightly but it still leaves the cage market a net loser with its 60.6% share down from 62.5%.
Egg sales are continuing at a pace through the month of September, with one major packer reporting record sales and describing market conditions as the best they had seen for years.
The industry's change of fortune is being attributed to several factors. The BEIC says that after overcoming consumer food safety and cholesterol concerns eggs have now moved away from an occasional food to one that is readily accepted as part of the modern meal repertoire. This reflects the advertising and PR campaigns run by the industry over the last three years, with eggs now truly recognised as 'Fast Food. And Good For You'.
Also having a marked effect on egg consumption are the three million Britons trying to lose weight using the high protein Atkins diet. Although criticised by dieticians as unhealthy, egg producers can only delight in the popularity of a regime that permits fried, boiled and scrambled eggs.
Andrew Parker, chairman of the BEIC, said: "Normally the hot weather sparks a general slow down in eggs sales. This has not been the case this year and- the growing respect for eggs as a food and the Atkins effect have really helped sustain the market."
BFREPA chairman Tom Vesey said the latest sales figures were great news for the industry and he was particularly pleased to see the free range sector making such notable gains.
"Sustainable, steady growth in the free range market is exactly what we want to see," said Tom. "Our members can be justly proud of their contribution to this achievement."
