Progressive Grocer - August 2017 - 20

All's
By Karen Buch

Egging Shoppers On
The incredible edible item is due for a protein-centric in-store makeover.

P

rotein is top of mind when
consumers think about
a healthy diet, with
64 percent of Americans saying that they
actively seek to consume more. Specifically, eggs are named by consumers as
a protein most often consumed, ranking
second only to poultry.
Protein is sought for various reasons, including to help build and maintain muscle, improve
appetite satisfaction, and displace less nutritious
foods from one's diet.

Two other studies support the notion that
egg intake can help combat childhood
malnutrition and reduce the incidence
of stunted growth. Additionally,
the simple act of adding eggs to a
salad can lead to seven times higher
absorption of vitamin E.
What's more, eggs play a role in
weight management, muscle strength,
healthy pregnancy and eye health. IncorpoIncorporating
rating science-based sound bites about eggs
science-based
into impactful consumer communications
sound bites
may positively influence consumer attitudes,
about eggs into
leading to healthier dietary patterns.
impactful consumer
Beyond the research showing what eggs
A Nutritional Powerhouse
communications
can do to improve health, it may be just as
Eggs offer an unmatched combination of versamay positively
vital to look at what the research says eggs
tility, affordability, portability and wholesome
don't do. Dose-response analyses show that
goodness. Serving as an easily accessible source
influence consumer
egg consumption doesn't increase one's risk
of many of the nutrients necessary for growth
attitudes, leading
of cardiovascular disease. Not only have
and development, one large egg contains
to healthier
eggs been found to contain less dietary
varying amounts of 13 essential vitamins and
dietary patterns.
cholesterol than once thought, but the 2015
minerals, as well as 6 grams of high-quality
Dietary Guidelines for Americans advisory
protein, for less than 20 cents. When asked
committee recommendations no longer name dietary cholesabout the perceived healthfulness of various protein-rich
terol as a nutrient of concern. This information is important to
foods, nearly 80 percent of men and women named eggs
convey, since many consumers may be unnecessarily limiting
as being good or very good for you.
eggs based on misconceptions or outdated recommendations.
Recent Research
What are some of the recent scientific research findings
Resources for Retailers
involving eggs? A recent meta-analysis study published in
To make it easier to engage consumers, retail dietitians
AJCN shows that eating one egg a day reduces the risk of
can leverage free consumer marketing toolkits designed by
stroke by 12 percent. Another study published in AJCN asthe Chicago-based American Egg Board to offer seasonal
sociates egg intake with improved cognitive performance.
egg recipes, videos, infographics and sample social media
posts, along with a range of tactical elements.
Given recent culinary trends placing eggs on top of every5 Ways to Encourage
thing from salads to burgers, pasta dishes and soups, retailers
and customers can tag #putaneggonit in social media camEgg Consumption at Retail
paigns all year long.
A few key times of the year to promote eggs to consumers
Post nutrition education signage near eggs
include January: New Year, New You; February: National Hot
in the dairy case.
Breakfast Month; March: National Nutrition Month; May:
Feature the latest research and/or nutritional
National Egg Month; June: National Egg Day; August: back
attributes of eggs in media communications.
to school; and September: National Breakfast Month. PG
Create a #putaneggonit social media campaign to
entice shoppers to submit meal photos of eggs.
Offer seasonal egg recipes, how-to videos and
in-store cooking demos.
Capitalize on the protein snacking trend by selling
grab-and-go snack boxes featuring hard-cooked eggs,
fruit, cheese and nuts/seeds.

20

Karen Buch, RDN, LDN, is a registered dietitian/nutritionist
who specializes in retail dietetics and food and nutrition
communications. She is the founder of Nutrition Connections
LLC, providing consulting services nationwide, and a
health professional advisor to Egg Nutrition Center.
Connect with her on Twitter @karenbuch and on
Facebook @NutritionConnectionsLLC.

| Progressive Grocer | Ahead of What's Next | August 2017



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
Progressive Grocer - August 2017 - 6
Progressive Grocer - August 2017 - 7
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