U.S. egg consumption is forecast by the United States Department of Agriculture (USDA) Economic Research Service (ERS) to reach its highest level since 1974 — 280.3 eggs per person in 2019. The American Egg Board (AEB) has adopted a three-pronged approach to increasing demand for eggs in the U.S. Egg producer checkoff payments to AEB have been used to fund initiatives in nutrition research and awareness, market development and consumer advertising and public relations.
Egg research
The Egg Nutrition Center is an important part of the AEB’s efforts. Funding of over US$1.5 million per year for independent studies is granted to leading researchers working in many areas such as diabetes, eye health, child growth and development, and cognition. Positive results of over 10 trials per year showing benefits of eggs are published in peer-reviewed journals and presented at scientific conferences. Study results are also promoted heavily in public relations campaigns targeting media outlets, consumers and health professionals. New areas of research include choline, a nutrient in eggs that is an important contributor to early childhood brain development and cognitive function.
A strong presence at important scientific meetings and nutrition conferences allows researchers to present their work and the AEB to distribute findings to health professional attendees. The Egg Enthusiasts program recruits and educates health and wellness professionals to promote the benefits of egg consumption to consumers. The AEB Nutrition Close-Up newsletter has over 40,000 subscribers. Social media is used to distribute key messages resulting from research studies. Increased use of the Egg Nutrition Center’s web pages also demonstrates the importance of these scientific findings being identified in web searches.
Consumer outreach
Capitalizing on a long-standing branding message of the incredible egg, the AEB seized an opportunity to serve as an official sponsor of the Disney-Pixar film "Incredibles 2." Movie characters were featured in social media, public relations and a television commercial discussing how they like their eggs, linking to the latest AEB consumer campaign of “How Do You Like Your Eggs?” launched late 2017. Consumer research has already validated great success of both campaigns. The “How Do You Like Your Eggs?” campaign will continue with updates to maintain consumer interest.
AEB board member Brent Nelson and his family with Eggy at the AEB’s "Incredibles 2" media release event. | Courtesy of AEB
Public relations efforts provide a broad reach across consumer markets and often utilize contracted social media influencers or celebrities to ensure high levels of media interest. Easter season always results in strong egg purchase volumes, and those purchases are strongly reinforced on many fronts by the AEB. The annual Easter Egg Roll at the White House garners high levels of media coverage. New recipes are introduced for holiday cooking. Decorating of both white and brown eggs is heavily promoted on the website and social media.
In order to help encourage consistent sales there are also public relations campaigns during January and February for health and wellness campaigns, May for National Egg Month, as well as campaigns focused on Back to School and Hispanic Heritage Month. As the Hispanic demographic represents 58 percent of the increase in year-over-year egg consumption growth, several activities have been conducted to focus on this important consumer group. These targeted efforts are designed to help maintain strong egg demand outside the traditional Easter and Thanksgiving/Christmas holiday periods.
Market development
While perhaps not as public as research and consumer promotion, AEB market development programs are seen as a key strategy to build long-term demand. Marc Dresner, AEB manager of marketing communications, said, “We have an amazing product with a long list of nutritional benefits, a great value and unlimited options to develop new uses and recipes.” Hence, AEB has identified a variety of target markets using individualized strategies to increase demand.
AEB market development team members give an educational session and cooking demonstration at the Institute of Food Technologists Expo. | Courtesy of AEB
Customized presentations are prepared for food manufacturers who have a potential of higher egg consumption. These workshops are conducted on site and invite attendance by a cross-section of influencers including product development, marketing and manufacturing personnel.
Quick service restaurants are already high-volume users of eggs and egg products. AEB presenters offer workshops that include conceptual products including eggs as well as discussing trends observed and anticipated across the food service industry.
Schools and colleges have also been identified as areas of great potential. AEB has been influential in getting egg patties and hard-boiled eggs included in United States Department of Agriculture (USDA) school programs, which, along with other efforts, resulted in a 10 percent increase in 2017 in the volume of school egg servings. Targeted communication efforts directed at food service directors have proven successful. “Eggin’ U On!” is a recent initiative for colleges and universities, which includes food service training and student education.
Partnering with the USA Poultry and Egg Export Council has proven beneficial to increase egg and egg product exports, both in volume and value. AEB has participated in trade missions, established a presence at major international food shows and given seminars and training for food service professionals. One unique activity has been a “reverse trade mission” where AEB exhibited at a major food show in Miami aimed at the Caribbean and Latin American markets. Egg buyers from the region attended and also extended their visit to include an on-farm visit.
Continuing the trend
The stars seem to be aligning to continue the trend of increased egg consumption in the U.S. Good science to help demonstrate the benefits of eggs along with engaging marketing and public relations offer more opportunities for continued market growth.
U.S. per capita egg consumption is forecast to be about 280 eggs in 2019, the highest is has been since 1974.
