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Cage-Free Laying Systems / Egg Production / Latin America

Segmenting the Mexican egg market?

March 24, 2015
In a market like Mexico, where each one of the 121 million people eat an egg daily throughout the year, one would wonder how far consumption can go.

About 30 years ago, eggs were sold in Mexico basically by weight and unbranded, plus there were controlled prices. But the market evolved, companies began marketing by the dozen, with packaging and brands, and the market grew. But it has not stopped there. Now, we can see eggs with certain attributes in the supermarket, such as light or omega-3 supplemented eggs, which give them an added value. There are even cage-free eggs, a small marketing experiment that we do not know to what extent it has succeeded, because it is directed at a very small segment of the population.

Notwithstanding all this, according to data from the National Poultry Producers Association in Mexico, most eggs are marketed in bulk. We are talking about an impressive 82 percent, while only 14 percent eggs are sold in packages (the difference goes to egg products).

There are many ideas that can be applied: for example, the concept of eggs as functional foods. We could use this wonderful food as a vehicle for nutrients and supplements, such as DHA for the consumer. But, regardless of the nutritional benefits of this, the question arises: Is it worthy to segment the egg market with new products? In a mature market like Mexico, in which the recent price increases of this product reach the headlines, maybe not be worth, given the circumstances. What do you think?
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