Economic and Demographic Factors Affecting the Propensity to Consume Specialty Eggs in the United States

In recent years, the United States has seen an increase in the popularity of specialty eggs as a good source of healthy fats and proteins. This is due to an increased focus on healthy eating habits and the positive perception of natural and organic foods. In order to capitalize on this new trend, producers must strategize their marketing efforts to sell most directly to the appropriate target market. Using 2015 Nielsen Homescan database and probit regression model analysis, we were able to determine the estimated likelihoods of purchasing specialty eggs on several different household demographics. Also, we were able to determine the same information for consumers of eggs in general, for consumers of regular eggs, and for the consumers of both regular and specialty eggs. By using the information from this data, we are able to develop a consumer profile for consumers of specialty eggs that can be used by producers and their marketing team to determine the allocation of their respective resources. Results found that the average consumers of specialty eggs are young couples with a high income, an increasing income, a high education, and no children. The best areas in which to sell specialty eggs were found to be areas in the Pacific region of the United States that have high part time employment and small household sizes.