A birds-eye view of egg consumers in Germany

Source: GfK studies 2011, 2014, 2020

The study showed that more than half of consumers bought free-range eggs in 2020, almost a third opted for organic eggs and only a quarter for barn eggs.

Source: MEG / Federal Agency for Agriculture and Food

However, the official consumption statistics show that in 2020 only 33% of eggs bought were free-range, while over 50% were barn eggs and 16% were organic.

Eggs are enjoying growing popularity. Consuming 239 per capita in 2020 (cf: 228 in 2014), Germany is one of the leading egg-buying countries in Europe. But it doesn’t stop there. More and more German consumers are reducing their meat consumption and looking for high-quality alternative protein sources. Eggs undoubtedly make an excellent meat alternative, as they’re rich in high-quality proteins, can be used in a variety of ways to prepare meals and are more affordable than many types of meat.

This opens up numerous opportunities to push sales of eggs in Germany, be it good secondary placement or in-store promotions. Cross promotions work well, where complementary products for cooking and baking recipes are advertised. Think asparagus & eggs, eggs & flour, spinach & eggs or eggs & mustard or, or, or … 

Well thought-out recipe suggestions can trigger purchase behaviour.

The study also showed that eggs are an “impulse category” for many consumers. Almost three quarters say they remembered at the egg shelf that they needed eggs or could prepare a certain dish with them. So, why not make some additional space for them if so many decisions are made there?

In-store visibility is therefore key and can be enhanced by good placement - e.g. proximity to the fruit and vegetable section - as well as target group-oriented assortment and category management. Both brand-conscious and low-engaged consumer segments will be attracted by complementary products or delicious recipes. It motivates them to buy eggs, even if they had not planned to do so beforehand.

Question “What type of packaging do you prefer?” (Source: GfK studies in 2011, 2014 and 2020)

With an average share of 95%, the preference for cardboard has reached an extremely high level - which even rises to 98% depending on the segment - thus once again topping the values from 2014. 

Christof Feckler, Sales Director Central Europe at Hartmann, is pleased with the results of the survey: "Once again, cardboard was confirmed as the top choice for egg packaging. The basic properties of cardboard make it the perfect packaging material: it’s made from a renewable raw material, it’s recyclable and it’s biodegradable. You can’t beat it". 

It makes it clear that awareness of sustainable packaging has risen once again in Germany, no matter whether you ask the customers of Edeka, Rewe, Kaufland, Real or Aldi, Lidl, Netto, Penny or Norma, the preference value is always at least a whopping 93%.

On top: Going climate neutral

When asked if it makes sense to offer eggs in climate neutral packaging, Christof says: "Absolutely. Our CO2 neutral egg cartons are a strong option. Among the engaged target segments, climate-neutral egg cartons score very high". This is also confirmed by the current Climate Awareness Report by ClimatePartner.

"The concept taps into the European climate agenda and can be harnessed by producers to increase their brand's value, or give them an opportunity to launch new products using the climate neutral concept in a cost-efficient way", Christof adds.

Source: Climate Awareness Report for Germany, ClimatePartner, 2021

Survey methodology

The statements are based on the responses of a total of 1,001 people in Germany who were contacted by the market research institute GfK in the second half of 2020, as part of an online survey commissioned by Hartmann.

This is a representative sample of grocery shoppers in terms of age, gender and region. All respondents had personally bought eggs at least once in the last 3 months.

The survey results were then compared to those from 2014 to identify how attitudes and consumption patterns have changed over that time.

GfK surveys commissioned by Hartmann

Hartmann studies the purchasing behaviour of egg consumers more intensively than any other company. 

Consumer segmentation studies for the egg category are available for 13 European countries and 4 American states.

For more information please contact our Marketing department: marketing@hartmann-packaging.com

or liaise with your local Hartmann Sales Manager.