It is estimated the UK eats over 30million eggs every day (11 billion a year), that’s a lot of delicious eggy-dishes.

46% of eggs are purchased from retail stores, 24% are used in food manufacturing and the remaining 30% are sold in the foodservice/ catering sector. *

The retail egg market is worth over £800m a year, to put this into context it is larger then crisps, tea and sugar. Despite its size and maturity there are still lots of opportunities to grow as per capita consumption remains below 1980s and 1990s levels. Breakfast is the most popular eating occasion where we need to encourage further usage and recent industry research has dispelled the cholesterol myth and removed the long standing advice to restrict consumption.

The market has changed radically over the past 5 years with consumers becoming more discerning about where their eggs come from. An increase in welfare conscious consumers has resulted in Free Range achieving over 50% market share and continues to grow, Cage eggs share has fallen to under 40%, with Barn and Organic combined representing less then 10% of the market. **

An area of growing importance and a key focus for Noble is the shopping experience. How many times do we see empty, cluttered and confusing retail shelves? This makes finding eggs in store and the purchase decision difficult. Category management has become a particular focus and expertise of Noble. We not only use the traditional sources of market data but also retailers own store card data, as well as carrying out regular consumer research, to ensure we are the industry experts on the whole egg market. This enables us to deliver category insight into all areas of selling, shopping and consuming eggs. We pride ourselves on delivering actionable insights into everything from pack design to in store merchandising.

*British Egg Information Service estimates
** Nielsen, June 2011, Volume sales