Cholesterol concerns create egg market opportunities, says Mintel

Ninety-two percent of consumers agree that eggs are an important part of a healthy diet – but 30 percent of respondents limit eggs due to cholesterol concerns, according to a new Mintel report.

Senior analyst at Mintel Bill Patterson said: “Older egg buyers confront heart-health issues and therefore limit egg consumption because of the cholesterol. The over-55 egg buyer is a prime target for low-cholesterol eggs and egg substitutes, and could be reminded that cholesterol levels in eggs have fallen."

Mintel also found that half of households that buy eggs say they will not change their egg-buying habits, regardless of price increases or decreases.

"Eggs represent an economical source of protein for people's diets," said Patterson. "Since the recession began in 2008, consumers have been driven to opt for larger volumes of eggs as a substitute for more expensive proteins. In April 2009 to June 2010, the 30-day average of eggs used increased to its highest level in seven years...33 eggs per household."

Most consumers (88 percent) buy regular white eggs, Mintel said, while 27 percent buy brown eggs, followed by 17 percent buying organic eggs and 14 percent preferring free range eggs.

Those aged 25–34 were most likely to buy organic and free range eggs, Mintel said.