The growth in the market has been fuelled by free range egg sales, which have grown by almost a quarter since 2006, and now account for more than 40 per cent of total retail egg sales. The good news about sales will add additional impetus to the market in time for British Egg Week, which began yesterday.

After many years of decline, the retail egg market has now settled into a period of long-term growth, and, over the past three years, sales have grown substantially, increasing by around 70 million eggs.

This year’s British Egg Week aims to build on the good news on eggs announced earlier this year, which highlighted that there are no longer any limits on consumption, following the British Heart Foundation’s decision to remove its limit.

Utilising the Wake up to Eggs theme, British Egg Week will enjoy retailer support with leaflets and POS planned in several retailers, including Morrisons and Co-op and has already generated widespread media coverage in the women’s press. Throughout the campaign, consumers will be encouraged to log on to www.wakeuptoeggs.co.uk

Andrew Parker, Chairman of the British Egg Industry Council, said, “The latest sales figures have reinforced the position of eggs as a major part of the weekly supermarket shop. After years of a market in the doldrums, the egg industry is enjoying a period of sustained growth, with consumers increasingly seeing the nutritional benefits as well as versatility and meal appeal.”