2008-04-29 23:38:13 -

www.researchandmarkets.com - Research and Markets (www.researchandmarkets.com/reports/c90305) has announced the addition of Eggs in the United States 2008 to their offering.

About this report

This report focuses on the two segments of the egg market: shell eggs and liquid eggs/egg substitutes. Besides presenting sales data on a segment-by-segment basis, the report considers a

range of topics, including the following:

- The size of the market and its growth potential now that food costs are rising across the board

- What manufacturers and retailers can do to innovate in a market that is commodity driven.

- The role of private label and the inroads store brands are making into the specialty egg segment.

- The room for growth in the liquid egg segment.

- The growing role of ethical issues in egg production and packaging.

- The loyalty of consumers to the egg market, and their strong opinions concerning the value of specialty products.

Content Outline:

Scopes and Themes

What you need to know

Definition

Data sources

Sales data

Consumer survey data

Abbreviations and terms

Abbreviations

Terms

Executive Summary

Market topped $5.1 billion in 2007

Regardless of price, consumers still buy eggs

Store brands control most of shell egg market

Supermarkets control almost two-thirds of sales

Price and health considerations drive egg market

Product innovation

American Egg Board leads advertising programs

Eggs are a breakfast staple, but other occasions weak

Consumer perceptions about eggs

Market Size

Strong long-term trend, but too hazardous to make a short-term forecast

Key points

Egg prices continue to climb

Figure 2: Total U.S. sales of eggs and egg substitutes at current prices, 2002-07

Figure 3: Total U.S. sales of eggs and egg substitutes at inflation-adjusted prices, 2002-07

Wal-Mart sales

Competitive Context

Key points

Price increases do not reflect volume changes

Figure 4: Volume and dollar sales of eggs through FDMx, 2002-07

Cage-free in California?

Too expensive to expand

Segment Performance

Key points

Fresh egg sales start to increase after diet fad crash

Other market forces also take hold

Figure 5: U.S. sales of eggs, by segment, 2005 and 2007

Segment Performance--Eggs

Key points

Changing diet fads champion, then challenge, egg sales

Market forces lead to extreme price rises

Figure 6: U.S. sales of fresh eggs, 2002-07

Segment Performance--Liquid Eggs/Egg Substitutes

Key points

Egg substitutes subject to similar market forces

Figure 7: U.S. sales of egg substitutes, 2002-07

Retail Channels

Key points

Eggs are a supermarket staple

Figure 8: U.S. sales of eggs, by retail channel, 2005 and 2007

Retail Channels--Supermarkets

Key points

Supermarkets "under emphasize" eggs, according to AEB report

Add four feet, increase sales by more than 1 percentage point

Figure 9: U.S. sales of all eggs at supermarkets, 2002-07, in current prices

Figure 10: U.S. sales of all eggs at supermarkets, 2002-07, at inflation-adjusted prices

Retail Channels--Natural Supermarkets

Figure 11: Natural channel retail sales of eggs, at current and inflation adjusted prices, 2005-07

Market Drivers

Key points

The rising cost of food

Figure 12: Average retail food costs, selected products, 2000-08

Health and diet

Leading Companies

Key points

In an unbranded industry, a move towards branded products

Egg substitutes/liquid eggs dominated by ConAgra

Figure 13: Sales of leading egg companies, 2005 and 2007

Brand Share--Eggs

Key points

More than two-thirds of the market is private label

Keeping pace with innovation, but not with price

Figure 14: FDM brand sales of fresh eggs in the U.S., 2005 and 2007

Brand Share--Egg Substitutes

Key points

ConAgra created the segment and now has to hold onto it

Innovate in order to stand out

Figure 15: FDM brand sales of egg substitutes in the U.S., 2005 and 2007

Brand Qualities

Liquid eggs

Innovation and Innovators

More than one way to peel an egg

And more than one way to save time on cooking them

New product forecast

Figure 16: New product claims, egg and egg products, 2006-07

Advertising and Promotion

Overview

American Egg Board (AEB)

Figure 17: American egg board, television ad, 2008

Figure 18: American egg board, television ad, 2008

ConAgra

Eggland's Best

Figure 19: Eggland's best, television ad, 2008

Purchase of Eggs and Egg Substitutes

Key findings

Figure 20: Types of eggs purchased, by income, February 2008

Trended usage of eggs

Figure 21: Trended usage of eggs, 2001-07

Consumption per Capita and per Household

Key findings

Figure 22: Per-capita and household consumption of eggs, February 2008

Figure 23: Average household size, by race/Hispanic origin of householder, 2001-06

Occasions for Eating Eggs

Key findings among egg consumers

Figure 24: Occasions for eating eggs, by age, February 2008

Know Your Eggs!

Key findings among egg buyers

Figure 25: Assessing the healthfulness of brown vs. white eggs, by age, February 2008

Eggs and Health

Key findings among egg buyers

Age matters in this market

Knowledge of Omega-3 and health concerns

Figure 26: Health issues concerning eggs, by age, February 2008

Egg Freshness

Key findings among egg buyers

Figure 27: Length of time eggs can be kept in refrigerator and still be good, by income, February 2008

The Cost of (Specialty) Eggs

Key findings

Figure 28: Respondents who do not purchase specific types of specialty eggs because of price, February 2008

Appendix: Other Useful Consumer Tables

Figure 36: Types of eggs used, by age, February 2008

Figure 37: Types of eggs used, by race/Hispanic origin, February 2008

Figure 38: Occasions for eating eggs, by income, February 2008

Figure 39: Occasions for eating eggs, by race/Hispanic origin, February 2008

Figure 40: Health issues concerning eggs, by income, February 2008

Figure 41: Health issues concerning eggs, by race/Hispanic origin, February 2008

Figure 42: Length of time eggs can be kept in refrigerator and still be good, by age, February 2008

Figure 43: Length of time eggs can be kept in refrigerator and still be good, by race/Hispanic origin, February 2008

Appendix: Trade Associations

Companies Mentioned:

- American Egg Board

- Cal-Maine Foods, Inc.

- ConAgra Foods, Inc

- Dean Foods Company

- Egg Nutrition Center

- Egglands Best, Inc.

- Food and Drug Administration

- Giant Eagle

- Good Housekeeping

- Google, Inc.

- Horizon Organic

- Land OLakes Inc.

- Martha Stewart Living Omnimedia Inc.

- Michael Foods Inc.

- Organic Valley Family of Farms

- Papettis Hygrade Egg Products Inc.

- Pillsbury

- Rose Acre Farms Inc.

- The Kroger Co.

- Turner Broadcasting System, Inc.

- U.S. Bureau of Labor Statistics

- U.S. Bureau of the Census

- U.S. Department of Agriculture

- U.S. Poultry & Egg Association

- Ukrops Super Markets Inc.

- USA Poultry & Egg Export Council

- Wal-Mart Stores (USA)

- Washington Post Company (The)

- YouTube, Inc.

For more information visit www.researchandmarkets.com/reports/c90305

Research and Markets
Laura Wood, Senior Manager
Fax: +353 1 4100 980
press@researchandmarkets.com