Vulnerable group advice helps serve up strong egg sales

A year on from a change in official advice, which said that everyone including those classed as vulnerable groups, mums to be, young children, and the elderly, can now enjoy eggs however they want, provided they are produced to British Lion standards, egg sales have soared to new heights.

While the egg market has enjoyed a period of long-term sustained growth, the latest figures are particularly significant, as they cover the year since the Food Standards Agency amended its advice.

The October figures show egg sales volume up +4.9% (Kantar Worldpanel 12 w/e 7.10.18), around 70 million additional eggs, or the equivalent of more than one additional egg for every person in the UK, have been sold at retail compared to the same period in 2017.  Value was also significantly higher +6% for the latest 12 week period, adding around an additional £12m to retail sales.

The good news for the market is that sales are actually accelerating, with volume up +6% for the latest 4 week period (4 w/e 7.10.18).