Egg Industry - March 2020 - 3

EggIndustry ❙ 3
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EDITORIAL

BY T E R R E N C E O ' K E E F E

tokeefe@wattglobal.com

Generation Z: Eggs
not 'splurge'-worthy
for many
Generation Z consumers, individuals born from
1997 to 2012, on average are demonstrating
different preferences than older consumers.
Field Agent conducted a mobile phone survey
of consumers; 775 were 18-22 years old and 1,303
were 40-60 years old. The 40-60-year-old age
range was selected to roughly correspond to the
age of the Gen Z survey participants' parents.
Survey participants were given a list of 121
popular grocery categories ranging from eggs
Consumers might pass on specialty
to seasonings. They were asked to identify three egg purchases even when using eggs
categories they would be most likely to splurge
as an ingredient in a fancy dish.
on, because quality is relatively more important. VeselovaElena | iStock.com
They were also asked which three categories
they would be most likely to skimp on, because quality is relatively less important.
Field Agent reported the top five "splurge-worthy" and "skimp-worthy"
categories for each age cohort. Eggs didn't make the list of the top five splurgeworthy categories for either Generation Z or the 40-60-year-old groups of
respondents. Eggs were ranked as the fifth most skimp-worthy category by
Generation Z respondents, identified by 28% as skimp-worthy. Eggs didn't make
the top five skimp-worthy list for the older respondents.
The American Egg Board reports that 94% of U.S. households purchase
eggs. It is safe to say that eggs are considered to be an inexpensive staple by
just about every non-vegan consumer in the U.S. This survey data suggests
that a sizable group of Generation Z consumers, a tech-savvy age cohort that is
supposed to care more about how animals are raised, the environment and many
other causes, might decide to skimp on egg purchases in favor of splurging on
something else. This could mean that they would be more likely to buy less
expensive cage-produced eggs or skip buying eggs entirely, rather than pay more
for cage-free or other specialty eggs. The result that the group representing the
parents of Generation Z aren't likely to splurge or skimp on eggs also suggests
that, barring legislation, specialty eggs will remain niche products. ■

March 2020 ❙ www.WATTAgNet.com

2003EIedit.indd 3

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Egg Industry - March 2020

Table of Contents for the Digital Edition of Egg Industry - March 2020

Egg Industry - March 2020
Aviary, equipment innovation for cage-free egg production
Rembrandt Foods meeting cage-free market demand
Gen Z ready to splurge on meat, skimp on eggs
Egg Industry - March 2020 - Egg Industry - March 2020
Egg Industry - March 2020 - Cover2
Egg Industry - March 2020 - 3
Egg Industry - March 2020 - Aviary, equipment innovation for cage-free egg production
Egg Industry - March 2020 - 5
Egg Industry - March 2020 - 6
Egg Industry - March 2020 - 7
Egg Industry - March 2020 - 8
Egg Industry - March 2020 - 9
Egg Industry - March 2020 - 10
Egg Industry - March 2020 - 11
Egg Industry - March 2020 - Rembrandt Foods meeting cage-free market demand
Egg Industry - March 2020 - 13
Egg Industry - March 2020 - 14
Egg Industry - March 2020 - 15
Egg Industry - March 2020 - Gen Z ready to splurge on meat, skimp on eggs
Egg Industry - March 2020 - 17
Egg Industry - March 2020 - 18
Egg Industry - March 2020 - Cover3
Egg Industry - March 2020 - Cover4
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