Progressive Grocer - August 2017 - 72

Refrigerated & Frozen Foods

In addition to
the allergy/
sensitivity
community,
we have seen
considerable
growth in the
number of
vegans and
plant-based
consumers,
which has
reflected
positively in
the demand for
more options
and improved
alternatives."
-Katherine Franklin,
Follow Your Heart

72

Eggs

For their part, many
egg companies are
zeroing in on consumers'
interest in, and knowledge of, humanely produced eggs. NestFresh, a
Denver-based producer
of sustainable, local,
humane and natural eggs,
recently launched a line
of pasture-raised eggs, including organic, nonGMO and soy-free offerings, which has earned
Certified Humane Verification from Herndon,
Va.-based Humane Farm Animal Care.
From her perspective of working with a brand
specializing in free-range eggs, Happy Egg's
Herzog sees a parallel track in demand and
education. "Alongside interest in humanely raised
eggs, there is more interest in understanding
certifications and claims in egg packaging," she
says, adding that consumers seem to link humane
treatment and taste. "There are differences in how
eggs are laid, but there is also a flavor and quality
difference in humanely raised eggs."
In addition to production-related concerns about
wholesomeness, the current market for eggs consumed at breakfast and, increasingly, at other times of
the day, is shaped by interest in foods that are naturally high in protein. According to the Washington,
D.C.-based International Food Information Council
Foundation (IFIC), more than two-thirds (64 percent) of consumers say that they're trying to consume
more protein, compared with 54 percent in 2015.
"Eggs are already a household staple - Nielsen
data shows household penetration is at 94 percent - but there is also a protein story to tell with
eggs," asserts AEB's Richardson. "Eggs are allnatural, high-quality protein."
In contrast to dietary concerns about eggs in
the 1980s and into the '90s, today's consumers
recognize their benefits. "Eggs, along with dairy
and meat items in the refrigerated case, are well

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

positioned to capitalize on these trends," says
Brandy Gamoning, marketing manager at NestFresh "Featuring a single ingredient or a short list
of whole-food ingredients, these items are seen as
inherently natural and an easy step to cleaning up
and simplifying diets while providing protein."
Beyond protein, eggs are rich in other nutrients
- some more than others. Eggland's Best brand
claims that its eggs provide 10 times more vitamin
E, more than double the amount of vitamin B12,
six times more vitamin D, double the omega-3 and
more lutein, among other nutrients. "The extra nutrients in our eggs come from special feed given to
our hens," explains Dave Holdsworth, VP, marketing at the Malvern, Pa.-based company, citing the
hens' all-vegetarian diet comprising healthy grains,
canola oil, and a special supplement of rice bran,
alfalfa, sea kelp and vitamin A.
Health-and-wellness concerns are spurring innovation in various types of egg replacements and
alternatives as well. "In addition to the allergy/sensitivity community, we have seen considerable growth
in the number of vegans and plant-based consumers,
which has reflected positively in the demand for more
options and improved alternatives," says Katherine
Franklin, director of marketing for Canoga Park,
Calif.-based Follow Your Heart, which offers a pourable liquid egg replacement called VeganEgg.
Meanwhile, given people's penchant for all-day
snacking, the ready-to-eat hard-cooked egg segment is worth watching within the overall egg category. "Although only hard-boiled eggs are overall
still a small portion of the market, we are
starting to see large growth," says Richardson. "We're encouraged by that, especially
with consumers who want what they want
when they want it."
"Further changing the way consumers eat,
snacking has overtaken meals altogether,"
agrees Gamoning, adding that NestFresh now
offers a variety of hard-cooked eggs, including
organic and cage-free SKUs.
At Eggland's Best, Holdsworth also points
to the spike in demand for convenience foods,
which has fueled interest in the company's
hard-cooked and peeled-egg products.
Eggland's Best introduced organic hardcooked peeled eggs earlier this year. PG



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
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