How the egg industry can grow its appeal to Gen Z

Research in the egg sector needs to focus on if the industry can align itself further with the demanding group of consumers that is Generation Z.

Recyclable pulp packaging and social messaging promoting clean waterways help to align these eggs with the demands of Generation Z. | Dr Vincent Guyonnet
Recyclable pulp packaging and social messaging promoting clean waterways help to align these eggs with the demands of Generation Z. | Dr Vincent Guyonnet

Consumers’ food buying decisions are changing rapidly, reflecting changes in demographics. In addition to price, taste and convenience - on which egg and egg products fare quite well. Two new factors, authenticity and sustainability, are increasingly important to consumers, especially to Gen Z.

These generational differences must be taken into account in the way that we develop new products and improve egg production, and researchers must focus their efforts not only on traditional consumer demands but also on those of younger consumers if the sector is not to lose out to alternatives.

Authenticity

Consumers increasingly want authenticity, evident in the composition of foods. A shortlist of ingredients, with as many natural ingredients as possible, is what younger consumers want. No developer of egg products, or foods containing eggs, can afford to ignore this trend.

Authenticity of our foods is also demonstrated through an absence of antibiotic or other unwanted residues. Research into natural alternatives to antibiotics, and wider vaccination use, can help to ensure that eggs are as “clean” as possible, while good flock management and nutrition always contribute to the production of safe, high-quality eggs.

Younger consumers want to eat healthily and to look good. Clinical research demonstrating the specific health benefits of eggs and egg products can only help to attract this younger consumer group.

Sustainability

Younger generations care more about sustainability. More than any other generation before them, Gen Z is concerned about the impact of its food choices on the environment and how these choices relate to greenhouse gas emissions.

Feed accounts for 80% of the emissions generated by egg production so more research must focus on layer nutrition management.

Packaging material design and choice also have an environmental cost. This choice in packaging will send a clear message to Gen Z consumers about how serious a company may be in addressing their sustainability concerns. For Gen Z consumers, “recyclable” and “compostable” are key considerations, and they will no longer accept non-recyclable plastic packaging.

The egg sector is in an excellent position to demonstrate its commitment to sustainable production, eggshells are too often sent to landfill, but their unique composition means they could be put to many uses, further boosting the industry’s sustainability credentials.

Price

Despite these new trends, price remains an important consideration for most consumers. The price of eggs is highly related to feed cost, which represents 70-80% of total production costs.

Research focusing on improving the conversion of feeds into egg mass will have a positive impact on price. Research into calcium metabolism and calcium sources for laying hen diets is also important since the shell contains 2.3 grams of calcium that must be deposited almost daily.

For egg products, in addition to the cost of eggs and other ingredients, the cost of production is also linked to labor and energy and water use. Process engineering research should focus on automation, ease of equipment sanitation and improved quality and safety processes. Research and development in these areas have the most potential to lower production costs and price. 

Convenience and taste

Convenience is key for younger consumers. A recent survey showed that, among millennials, 63% of respondents reported that they were replacing meals with snacks.

Snacking has become one of the top global consumer trends, offering a fantastic opportunity for food scientists to innovate and deliver new products.

Hard-boiled eggs are the perfect snack and are quite easy to produce. There are many options for characteristics and production systems, for example conventional, free-range and organic, and nutritional content, such as omega-3 enriched. 

From a nutritional standpoint, eggs are a great source of animal protein and combined with a 98% digestibility, they have the highest biological value of any single food protein. Additionally, some studies have shown that eggs can maintain satiety for a longer period than, for example, a bagel. 

From a business standpoint, hard-boiled eggs are a blessing for egg producers, allowing them to use medium and small-sized eggs, which are usually unwanted at retail.

Several new egg products, such as scrambled egg mixes, omelet bars and egg white-based wraps have been developed and launched recently to capitalize on the snacking trend. Some products are even shelf-stable. The best route for the research and development of new egg products may be convenience of storage along with convenience of use.

Egg-processing-2

New developments in egg processing can help the sector respond to changing eating habits. | Dr. Vincent Guyonnet

Food scientists should partner with culinary chefs in their research to develop new recipes and egg products. For egg products, the choice of ingredients, processing aids and processes are also key to ensure that the functional properties of eggs such as emulsification, foaming or gelling are maintained while achieving great taste.

Innovations have been key to the growth of the egg sector over the years and the development of new products will continue to attract and retain more consumers. In many cases, research and development will require a multi-disciplinary approach as various technical issues must be addressed concurrently to satisfy the needs of the new generation of consumers.

 

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