Segmenting the UK egg market: results of a survey of consumer attitudes and perceptions

Despite the long‐term decline in per capita consumption, eggs remain an important staple in the British diet. Having recovered from the salmonella scare in 1989, the image of eggs has suffered in recent years due to the growing awareness of (and concern over) diet and health, and bird welfare. Reports the results of a recent consumer survey and concludes that there is a polarization of egg consumers, with free‐range consumers at one extreme, largely influenced by bird welfare, and battery consumers at the other, for whom functional properties (size and shell) and value for money are the major factors determining egg purchasing behaviour.