Lion flexes muscle as egg sales continue relentless rise
Retail egg sales remained positive in 2018, supported by consumer desire for healthier options, flexitarianism, and the impact of the change in official advice that vulnerable groups can now enjoy runny eggs, as long as they are Lion.
Following more than ten years of sales growth, annual retail egg sales are up again, this time by around 4% Y-O-Y (vol), the equivalent of around 240 million extra eggs, or around half a pack of extra eggs[i] for every person in the UK. Value is also up around 4%, which equates to around £36m. Sales have remained strong into the New Year period, with the latest 4 week volume and value figures (w/e 27 January) also up around 5% and 4%, respectively.
Changing consumer consumption trends are also helping increase egg sales, with the growth of diets such as flexitarianism encouraging consumers to look for protein based meat-alternatives, such as eggs, more frequently. A desire for healthy meal options continues to drive egg sales, while the FSA change in advice has helped to broaden the market for eggs.
Andrew Joret, Chairman of the British Egg Industry Council, said: “For more than 10 years I’ve been able to report on growing egg sales and I’m delighted to report this once again. Despite broader consumer consumption trends changing every year, eggs remain very much at the centre of modern lifestyles and a shopping basket essential for the young and old.
“For sales to grow by more than half a pack of eggs for every person in the UK within a year is fantastic news and I’d like to think we can secure the full pack by the end of this year. ”
Kantar Sales volume and value 52 w/e 30 December
Kantar Sales volume and value 4 w/e 27 January
[i] Based on a six pack of eggs