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'Social media superstars’ - UK egg sales top £1bn for first time

Eggs have become ‘social media superstars’ as the British public eats more, more often, driven by a drive for health and a demand for higher welfare products.


Alex   Black

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Alex   Black
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Eggs become ‘social media superstars’ #eggs

UK egg supplier Noble Foods, has revealed data from Neilson which showed spending on eggs by the British public surpassed £1 billion for the first time this year.


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The UK bought 6.6 billion eggs in the last year, with more people buying eggs than bought toilet roll, crisps or alcohol.

 

Oozing yolks

 

The company, which owns egg brands including Happy Eggs, said it was driven by eggs becoming a ‘highly desirable social media superstar, particularly when rich oozing yolks are paired with items such as the ubiquitous avocado toast’.

 

The hashtag #eggs has been used 9.5m times on Instagram.

96.1%

Of the UK population bought eggs


90.9%

Of the UK population bought alcohol


93.0%

Of the UK population bought crisps


93.1%

Of the UK population bought toilet roll


Source: Kantar Worldpanel

Consumers were also seeking higher welfare eggs, with free range up 6.1 per cent year on year and organic up 9 per cent.

 

People were also searching out speciality eggs, such as those from rare breeds, quails and ducks, which grew 33 per cent last year.

 

Eggs popularity was also attributed to their versatility, appealing to all age groups at all meal times.

 

Health

 

And while eggs were gaining a lot of attention for health, only 15 per cent of egg occasions were purely for health reasons, which Noble suggested could offer room for growth as consumers become more health conscious.

 

Veli Moluluo, managing director of Noble Foods’ Consumer Division says: “The egg industry has come on leaps and bounds over the last 20 years, with growth going into particular overdrive recently as eggs have become an on-trend item.

 

“Eggs are a fantastically healthy – not to mention delicious – food item and it’s great for the humble egg to finally be getting the recognition it deserves.”

 

Happy Eggs were also now bought by one in five Britons and was worth £65m.

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