At the beginning of the year, we asked Innova, big data analysts and market researchers specialising in the fast moving consumer goods industry, to identify some clear trends in the egg industry. The resulting report was full of insights into new product launches, changing demands in packaging and shifts in consumer behaviour. So we thought we would share the top five trends with you.
Steady growth in new egg product launches
The Innova database revealed that the number of egg and egg product launches had risen from 663 in 2014 to 1,049 in 2018. In part, this was to meet consumer demand for new taste experiences. But most of the new products were about making eggs more convenient to eat, with pre-prepared meals and snacks based on eggs.
Move towards packaging made from recycled materials
Of the new eggs and egg products launched between 2014 and 2018, there was a clear shift towards packaging made from recycled materials, particularly moulded fibre. Thanks to shoppers’ concerns about plastic pollution, the number of new products with cardboard or paper packaging rose significantly.
Hinged trays for greater convenience
The trend for greater convenience also showed up in a clear preference for egg trays with hinges. Hinged trays are easier to stack, more stable during transport and consumers appreciate the ability to open and close the tray’s lid.
Plastic out, paper in
Since 2014, moulded fibre packaging has grown in popularity. Not only does it meet the demand for a renewable, recyclable, biodegradable material, but its natural appearance appeals to consumers looking for organic products. It’s also a great solution for retailers who have set targets to reduce plastic packaging.
Greater transparency: “Connected to the plate”
With so many people sharing pictures of their meals on Instagram and Facebook, there is a greater interest in how the food they photograph was produced, packaged and transported. Consumers want their food photos to reflect the values they stand for. So food companies who are transparent about their operations, especially if they have eco-friendly values, have a better chance of growing in popularity.
More new egg-based products
Innova’s report shows the steady growth in the development of new products to meet growing demands for greater convenience in food preparation, packaging and consumption. As a result, there is a wider variety of products and product categories to choose from. This, of course, puts brands and stores under greater pressure to make it easy for consumers to explore all the options and choose the right products. So it’s more important than ever that packaging and instore displays feature clear messaging and eye-catching design.
Clearer brand values on the packaging
Thanks to the ‘connected to the plate’ movement, consumers expect their favourite brands to be open and transparent. It’s vital that a modern brand’s operations match its values – and the values of its consumers. Many consumers are interested in following the welfare of egg-laying hens to see how their eggs are produced, packaged and transported. This can be communicated on packaging. But a few innovative companies are beginning to turn to technologies such as augmented reality and blockchain to get their brand values across.
Preference for an alternative to plastic
With growing concerns about plastic pollution, consumers and retailers are moving away from plastics in favour of packaging made from recycled paper or cardboard. Which means more and more egg producers are turning to a packaging material with a 100-year or more track record of eco-friendliness. Moulded fibre.
Who is Innova Market Insights?
Headquartered in Arnhelm, the Netherlands, Innova Market Insights is a global knowledge leader in the food and beverage industry.
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