Danes are the world's biggest fans of organic eggs. That’s just one conclusion from Hartmann’s latest industry insight report, which focused on the Danish egg market.
For the study, Hartmann commissioned GfK to survey 1,000 primary grocery shoppers in Denmark. They were asked to fill out a 25-minute questionnaire about their egg shopping habits. Results were then compared with numbers from the same study in 2014.
Insights show that 34% of Danish consumers are willing to pay a little more for organic products in general, and 43% believe that organic products are healthier for themselves and their families.
The study also reveals an overall trend of consumers being more engaged and willing to pay more for their eggs when convinced about quality, nature and ethics. However, eco-friendly eggs aren’t the only thing Danes care about.
Benefiting from consumer segmentation
The results are part of Hartmann’s commitment toward providing members of the egg industry with robust data and critical insights so they can better serve end consumers and optimise business.
“Our egg marketing specialists help Hartmann customers strengthen sales efforts with marketing and graphic design services that focus specifically on industry trends and consumer insights,” says Carsten Sandau, Group Director of Commercial Support.
Hartmann identified the above trends via in-depth consumer behavior surveys in specific countries and regions. In the surveys, respondents are broken down into seven segments based on their egg consumption patterns, purchasing criteria, and thoughts on packaging and ethics. Three of these segments – considered the higher-value segments - show high engagement when buying eggs. The other segments show medium to low engagement.
Other recent GfK studies show that engaged segments are growing in many European countries. Shoppers from Denmark, Sweden, Switzerland, Germany, Austria and Italy show increased interest in what they eat, where their eggs come from and how they can affect their health.
Understanding how many consumers fall into each category makes it easier for egg producers and marketers to match their egg ranges, carton types and brand design to consumer needs. They can also improve merchandising and develop new concepts aimed at specific consumer segments. Retailers can adapt their category management for eggs, too.
Danish egg market insights
We asked Carsten Sandau, Group Director of Commercial Support at Hartmann, for advice on navigating the Danish egg market:
What can egg producers conclude from the latest GfK study?
Egg producers can take advantage of the growth of higher value segments by launching new brands (ex. animal welfare or health-based brands). They should also focus on creating capacity for growth in the free-range and organic egg sales, for which there is increased demand among consumers.
What about retailers? What can they take from the study?
Retailers should update their category management plans so that their assortment reflects consumer demand — not just the egg producer capacity.
They should also consider the amount of space they allocate to the high-value category, which is growing.
Take advantage of the increased demand for organic food. Create specific organic areas where consumers can be exposed to organic eggs away from the egg shelf.
The study showed that consumers see eggs as an “impulse category.” So, why not make some additional space for them?
Does it make sense for egg producers to sell eggs in CO2 neutral egg cartons?
Absolutely. The CO2 neutral option is a powerful concept, with all three high-value segments scoring it very high. It can be used by producers to increase sales of top-value products or brands.
The concept also taps into consumer climate concerns. This can be used by producers to improve brand value by launching or re-launching products with climate-focused messaging.
Click here to find more about CO2 neutral egg packaging.
Hartmann regularly surveys egg consumers in order to provide customers from the egg industry and the retail trade with sound advice. We have been cooperating with GfK since 2012 to conduct the consumer studies.
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