Why brands should (and will!) continue to embrace the incredible, irreplaceable egg

Despite the devastating impact of highly pathogenic avian influenza (HPAI)—also known as bird flu—on egg supplies nationwide, consumer demand for real eggs remains remarkably resilient. Buying patterns clearly show that Americans continue to demonstrate their unwavering preference for the nutritional benefits and authentic taste that only genuine eggs provide.

With egg farmers engaged in the fight of their lives, the  American Egg Board has been working steadfastly alongside these beleaguered producers as the entire industry aims collectively to ensure consumers can continue to access the safe, farm-fresh eggs they crave—and that consumer packaged goods companies (CPGs) rely on to formulate beloved products.

To that end, throughout the crisis, the American Egg Board has been diligently providing accurate, timely information and support to audiences up and down the “food chain,” of which manufacturers are the foundation. 

Nutrition starts here

There are two big trends that manufacturers are aligning with when they choose real eggs: the intensifying push for protein intake and the desire for a clean label, says Nelson Serrano-Bahri, Director of Innovation, at the American Egg Board, which works with the FDA, USDA and Safe Quality Food Institute to ensure egg safety.  

Real eggs are a well-known nutritional powerhouse, providing 6 grams (12% of the daily value) of high-quality protein and delivering all nine essential amino acids, as compared with egg substitutes, which can vary widely in protein type, amount and quality. Real eggs also provide a host of other nutrients that support lifelong health for the brain and body: choline, Vitamin A, B vitamins, and carotenoids like lutein and zeaxanthin. And they are naturally low in sodium, another current health imperative. 

Furthermore, as consumers increasingly scrutinize food additives, using eggs provides peace of mind for shoppers prioritizing minimally processed options. “Consumers are scouring labels, looking for identifiable ingredients they recognize and trust, and real eggs are critical,” Serrano-Bahri says.

Benefits go beyond nutrients

Of course, these health attributes are just one of the elements that make real eggs indispensable.Eggs have over 20 unique functional properties that contribute to product quality and consistency, including aeration, binding, browning, structure, moisture retention, and flavor enhancement. 

Even as egg costs fluctuate, they might still be the most affordable option in the long run. That’s because reformulating a product—and updating the label to reflect a new recipe—is expensive and could even entail retooling manufacturing facilities to accommodate new ingredients.

“We understand the natural tendency to react to market volatility as they aim to reduce costs at every juncture. But CPGs are also among the most understanding of our audiences in realizing the constant movement of commodity pricing,” says Nate Hedtke, Vice President of Innovation and Customer Engagement for the American Egg Board. 

In fact, by the time a brand undertakes the arduous task of revamping a product, the price may have well have swung back down. That’s why even in unpredictable markets, CPGs have to consider what's best for the long term. When they weigh the repercussions of replacing eggs, which can include alienating their customers, they typically are aware it’s not a viable alternative.

As part of the American Egg Board’s dedication to stay in touch with all of its audience, Mike Hostetler, Vice President of Insights at the American Egg Board, has been actively touching base with food developers and scientists at CPG organizations and has heard this message firsthand. “They've told us they prefer to use real eggs because of benefits like product consistency, coagulation and texture, to name a few,” says Hostetler. “Brands are echoing what we hear from consumers: Eggs are irreplaceable.”

A commitment to food manufacturers

There’s no question that HPAI has created a remarkably challenging environment for everyone who relies on eggs, including food manufacturers. 

While CPGs are understandably concerned with when they will feel relief, Hedtke is quick to explain that everyone is oriented toward that goal. Yet there are significant complexities involved in recovering and getting back to production, with the most critical aspect always being the safety of the egg supply. 

“We have one message for any manufacturer working with eggs: We are here to help, and we want to be part of the conversation,” says Hedtke. To access a library of resources developed specifically for CPGs, visit the American Egg Board’s CPG-focused landing page today.