Food: How consumers’ egg buying behavior has changed since January
- InsightTrendsWorld
- May 8
- 8 min read
Why is the topic trending:
Skyrocketing Egg Prices: The article notes the significant increase in egg prices since January 2025, making it a topic of consumer concern.
Shifting Consumer Behavior: A recent Numerator survey reveals how consumers are altering their egg purchasing habits in response to these elevated prices.
"Desensitization" to High Prices: The survey suggests consumers may be becoming somewhat accustomed to higher egg prices but are still actively seeking the cheapest options.
Gap Between Willingness to Pay and Actual Spending: The survey highlights a widening gap between the price consumers say they are willing to pay for eggs and what they are actually paying.
Impact on Premium Egg Purchases: The trend indicates a decrease in the purchase of premium egg varieties (cage-free, etc.) as consumers prioritize affordability.
Overview:
The article reports on the findings of a Numerator survey conducted in April 2025, comparing it with a previous survey from January 2025, to understand how consumers' egg buying behavior has changed in response to rising egg prices. The survey indicates that while consumers may be getting used to higher prices, they are buying eggs less frequently and are increasingly opting for standard, cheaper eggs. The gap between what consumers are willing to pay and what they actually pay has also widened. Furthermore, the survey explores consumer reactions to out-of-stock situations, finding that fewer consumers are willing to go to another store if their preferred type or eggs in general are unavailable. The article also touches on the discrepancy between wholesale and retail egg prices and expert opinions on why retail prices might remain high despite wholesale decreases.
Detailed Findings:
Price Perception: Fewer consumers in April reported egg prices as "somewhat or very expensive" compared to January.
Willingness vs. Actual Price: In January, consumers were willing to pay $4.90 and paid $4.84 per dozen on average. In April, willingness to pay increased to $5.56, but the actual price paid was $6.54.
Purchase Frequency: The percentage of weekly egg buyers decreased by 4.8 points since January (to 36.7%), while monthly buyers increased by 2.7 points (to 19.6%).
Egg Type Preference: Purchases of standard eggs increased, with 26.8% saying they buy whichever eggs are cheapest (up 4.2 points). Purchases of premium eggs dipped by four points.
Reaction to Out-of-Stock: If standard eggs are unavailable, 46.1% will not buy any (up 6.5 points). Fewer consumers will switch to premium or go to another store. If all eggs are out of stock, 54.8% won't go elsewhere (up 7.1 points).
Out-of-Stock Sightings: Fewer consumers reported out-of-stocks in April compared to January. Those who did were more likely to be urban, in the Western US, and shopping at specific retailers like BJs and Trader Joe’s.
Wholesale vs. Retail Prices: While wholesale egg prices have fallen, retail prices remain high, with the BLS reporting an average of $6.23 a dozen in March 2025.
Key Takeaway:
In response to rising egg prices since January 2025, consumers are buying eggs less often, prioritizing cheaper standard varieties, and showing less willingness to shop around if their preferred eggs are unavailable, suggesting a shift towards a more price-sensitive approach to this staple grocery item.
Main Trend:
Consumer Shift Towards Affordability and Reduced Purchasing Frequency in Response to High Egg Prices
Description of the Trend (please name it):
The Eggonomics Adjustment
What is consumer motivation:
Managing household budgets in the face of inflation and rising food costs.
Prioritizing essential food items and cutting back on non-essential spending within the grocery budget.
Seeking the best value for their money when purchasing staple goods.
What is driving trend:
Significant increase in the price of eggs, impacting household budgets.
Consumer awareness of these price increases and the need to adjust purchasing habits.
Availability of cheaper, standard egg options as an alternative to premium varieties.
What is motivation beyond the trend:
The nutritional value and versatility of eggs as a food source.
The need for eggs in common recipes and meals.
Description of consumers article is referring to:
Age: Not specified, likely impacts a broad range of consumers who purchase eggs.
Gender: Not specified.
Income: Likely impacts lower and middle-income households more significantly, as higher-income consumers may be less sensitive to price fluctuations.
Lifestyle: Individuals and families who regularly purchase eggs for cooking and baking.
Conclusions:
Elevated egg prices are prompting notable changes in consumer buying behavior, with a clear trend towards prioritizing affordability and reducing purchase frequency.
Implications for brands:
Egg Producers: May see a shift in demand towards standard eggs and potentially a decrease in the sales of premium varieties.
Grocery Retailers: Need to carefully manage their egg inventory to meet the changing consumer preferences and price sensitivity.
Implication for society:
Highlights the impact of inflation on everyday grocery items and how consumers adapt their spending habits.
Implications for consumers:
Potentially spending more of their budget on a staple item like eggs.
Possibly adjusting their diets or cooking habits due to the higher cost of eggs.
Implication for future:
Consumer egg buying behavior will likely continue to be influenced by price levels and overall economic conditions.
Consumer Trend (name, detailed description):
The Value-Focused Egg Buyer: This trend describes consumers who are increasingly prioritizing the price and overall value of eggs when making purchasing decisions, opting for cheaper standard varieties and potentially buying them less often due to higher costs.
Consumer Sub Trend (name, detailed description):
The Stock-Up Avoider: A sub-trend highlighting consumers who are less likely to switch stores or accept premium options when their preferred eggs or any eggs are out of stock, indicating a potential reluctance to deviate from their planned purchase or spend more.
Big Social Trend (name, detailed description):
Increased Consumer Price Sensitivity to Staple Goods: Rising inflation and economic uncertainty are making consumers more sensitive to price fluctuations in essential grocery items.
Worldwide Social Trend (name, detailed description):
Global Food Price Volatility and its Impact on Consumer Behavior: Fluctuations in food prices are a worldwide issue affecting consumer purchasing patterns across various countries.
Social Drive (name, detailed description):
The Need to Manage Household Budgets Effectively: Consumers are actively seeking ways to save money on groceries and other essential expenses in the current economic climate.
Learnings for brands to use in 2025: (bullets, detailed description)
Price is a significant factor influencing consumer egg purchases.
Demand for standard, more affordable eggs is likely to be higher.
Consumers may be less flexible with brand or type preferences if prices are high.
Strategy Recommendations for brands to follow in 2025: (bullets, detail description)
Egg producers and retailers should ensure an adequate supply of affordable, standard eggs.
Consider offering promotions or value packs on eggs to attract price-sensitive consumers.
Monitor consumer price sensitivity and adjust pricing strategies accordingly.
Final sentence (key concept) describing main trend from article (which is a summary of all trends specified):
In 2025, "The Eggonomics Adjustment" reveals that high egg prices are driving consumers to become more value-focused, reducing their purchase frequency and prioritizing cheaper standard eggs over premium options.
What brands & companies should do in 2025 to benefit from trend and how to do it:
In 2025, egg producers and grocery retailers should prioritize the availability and competitive pricing of standard eggs to cater to the increasing number of value-focused consumers adjusting their purchasing habits due to elevated egg prices. Understanding the reduced purchase frequency and decreased willingness to switch stores or opt for premium options will be crucial for inventory management and meeting consumer demand effectively.
Final Note:
Core Trend: Consumer Shift Towards Affordability and Reduced Purchasing Frequency in Response to High Egg Prices: Consumers are buying cheaper eggs less often.
Core Strategy: Ensure sufficient supply and competitive pricing of standard eggs.
Core Industry Trend: Increased price sensitivity among consumers for staple food items due to inflation.
Core Consumer Motivation: Managing household budgets and seeking value for money.
Final Conclusion: High egg prices are significantly impacting consumer behavior, leading to a greater focus on affordability and a reduction in purchasing frequency, which requires the egg industry and retailers to adapt their strategies accordingly.
Core Trend Detailed (Consumer Shift Towards Affordability and Reduced Purchasing Frequency in Response to High Egg Prices):
Description: This core trend describes the significant changes in how consumers are purchasing eggs as a direct reaction to the substantial increase in egg prices observed since January 2025. Facing higher costs for this staple food item, consumers are becoming more price-sensitive, leading them to prioritize affordability over brand loyalty or specific types of eggs (like cage-free or organic). This shift also involves a reduction in how often consumers buy eggs, suggesting an effort to manage their overall spending on this increasingly expensive commodity.
Key Characteristics of the Trend (summary):
Prioritizing Cheaper Options: Consumers are increasingly opting for standard, lower-priced eggs over premium varieties.
Reduced Purchase Frequency: Many consumers are buying eggs less often, likely extending the time between purchases.
Wider Gap in Willingness to Pay: The difference between the price consumers are willing to pay and what they actually pay for eggs is growing.
Lower Brand Loyalty: Consumers are more likely to choose whichever eggs are the cheapest, indicating a decrease in brand loyalty.
Hesitation in Out-of-Stock Scenarios: Consumers show less inclination to switch to premium options or visit another store if their preferred eggs or any eggs are unavailable.
Market and Cultural Signals Supporting the Trend (summary):
The Numerator survey findings showing an increase in consumers buying the cheapest eggs (26.8%, up 4.2 points since January) and a decrease in weekly purchases.
The widening gap between the average price consumers are willing to pay ($5.56) and the average price they actually paid ($6.54) in April, compared to the much smaller gap in January.
The increase in consumers who will not buy any eggs if standard options are out of stock (46.1%, up 6.5 points) and those who won't go to another store if all eggs are out of stock (54.8%, up 7.1 points).
How the Trend Is Changing Consumer Behavior (summary):
More Price-Conscious Grocery Shopping: Consumers are paying closer attention to the price of eggs and making purchasing decisions primarily based on cost.
Altered Meal Planning: Households may be adjusting their meal plans to reduce the frequency with which they use eggs.
Potential for Stockpiling Alternatives: Consumers might be exploring or increasing their consumption of egg substitutes or other breakfast/baking ingredients.
Increased Scrutiny of Grocery Bills: Consumers are likely more aware of the overall cost of their groceries due to the price hike in a common item like eggs.
Implications Across the Ecosystem (For Brands and CPGs, For Retailers, For Consumers, summary):
For Brands and CPGs: Egg producers of standard varieties may see increased demand, while producers of premium eggs might experience a decrease. Brands need to be mindful of consumer price sensitivity in their pricing strategies.
For Retailers: Grocery stores should ensure a consistent stock of affordable standard eggs to meet consumer demand. They might need to adjust their inventory of premium eggs based on the observed decrease in purchasing.
For Consumers: Are facing higher costs for a staple food item, potentially impacting their food budget. They are likely making trade-offs by choosing cheaper options and buying less frequently.
Strategic Forecast: This trend is likely to persist as long as egg prices remain elevated. Consumer behavior may revert to previous patterns if prices decrease significantly. However, this period of high prices may have long-term effects on brand loyalty and consumer willingness to pay for premium options.
Final Thought: The "Eggonomics Adjustment" highlights how significant price increases in essential food items can directly and rapidly alter consumer purchasing behaviors, forcing households to prioritize affordability and adjust their consumption patterns.
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