Analyst Insight by Simone Baroke - Contributing Analyst
Eggs are very much on the menu. In the US, their dynamism not only puts dwindling fresh meat sales to shame, but it seems that protein-packed eggs are turning into a threat for carbohydrate-based breakfast cereal. As eggs shed their high-cholesterol stigma, sales will increasingly be fuelled by rising demand from mature consumers, providing excellent long-term growth prospects.
Eggs beat meat
Consumers who love protein love eggs, and they certainly have a lot to offer. Eggs are tasty, nutritious, versatile and relatively cheap. Plus, frying one up does not require an advanced master class in haute cuisine.
The high-protein trend originated in the US, where eggs are benefitting from consumers searching out alternatives to meat. As growing numbers of people tune into environmental and health issues, they start to realise that their meat consumption is already on the high side, and that meat for breakfast, lunch and dinner is not the way forward.