Egg sales boiling up - UK - Latest figures from TNS Superpanel have shown that egg sales have rocketed in the first seven months of 2003 with sales of Lion eggs up 9% this year.

The sustained rises are the first for many years and reflect the growing interest in eggs, which was revived in 1998 with the relaunch of the British Lion and TV advertising from 1999-2002.

The total market for eggs has risen by almost 4% in the first seven months of the year, compared to an equivalent rise of 1% in 2002. The main development has been in free range egg sales, which reverted to the sort of growth rates previously seen before slowing in the last couple of years.

The greatest story, however, is the almost perpetual rise of Lion Quality eggs, which have continued to see huge growth rates with a further increase of 9% to date in 2003, building on rises of 4% and 3% for the equivalent periods in 2002 and 2001 respectively.

British egg producers attribute the rise in sales to a number of factors. After overcoming consumer food safety and cholesterol concerns, eggs have now moved away from an occasional food to one that is readily accepted as part of the modern meal repertoire. This reflects the advertising and PR campaigns run by the industry over the last three years, highlighting that eggs are now truly recognised as "Fast Food. And Good For You".

Another factor undoubtedly having a marked effect on sales is the rebirth of the Atkins diet, which has enabled the industry to promote the positive benefits of eggs as part of the diet. The Atkins diet, which allows unlimited amounts of protein, has been lambasted by dieticians, but added extra spark to egg sales.

Andrew Parker, Chairman of the British Egg Industry Council welcomed the latest figures: "Normally the hot weather sparks a general slow down in egg sales. This has not been the case this year, and the growing respect for eggs as a food and the ‘Atkins’ effect have really helped sustain the market."

Source: British Egg Information Service (BEIS) - 21st August 2003