Increasing Egg Consumption
Uploaded by carlaroserios on Feb 10, 2008
Abstract
Previous studies have suggested that the eggs were associated with high cholesterol levels, which contributed to heart disease, although this now has been proven to be false. The communication of the cholesterol information is one major reason for the continuing decline in US per capita egg consumption; from 402 in 1945 to 259 in 2003. Results show that cholesterol information is a deterrent in decisions about consumers’ decisions to consume eggs and how much to consume, however, there are also significant demographic variables including income, region, age, education, race/ethnicity, occupation, and education. So, what can we do to make consumers aware of the facts and improve the egg consumption?
History and Relevant Facts
From 1945 to 1997 the per capita egg consumption dropped from 402 to 236, which is almost half of the consumption. The declining egg consumption was due to many variables such as changes in lifestyle (i.e. less time to prepare breakfast) and eating patterns that has caused a decrease in the “traditional” cooked breakfast for families. (Best, Hawkins, & Mothersbaugh, 2007) Also, there seems to be an increasing trend for consumers to prefer convenience (i.e. fast foods and/or microwavable foods), eggs were simply not the answer to this type of consumers’ food demand. Eggs are not readily microwavable, and they tend to be excluded from microwavable frozen meals, although this market is slowing increasing. Another factor was women working outside of the home (dual-income households) have made it hard for the whole family to sit down together and share a cooked breakfast; cereal and bagels were much faster and more convenient to consumers. Once it was recognized that cereal could cater to these duel income households launched a massive advertising of cereal companies shifted consumers away from eggs for breakfast (with having a budget five times that of the American Egg Board). Additionally, there is also the fact that eggs are not traditionally eaten at any other meal; usually only breakfast. The increasing number of fast food restaurants and the increasing demand for convenient microwavable products also added to the decline in egg consumption. Probably the most significant reason that consumers stopped eating eggs was the perception that cholesterol intake was associated with eggs, this was publicized that eggs contained cholesterol which, in turn, can cause heart disease; this pushed consumers away from eating eggs, especially since...