American Egg Board

Abstract

Previous studies have suggested that the eggs were associated with high cholesterol levels, which contributed to heart disease, although this now has been proven to be false. The communication of the cholesterol information is one major reason for the continuing decline in US per capita egg consumption; from 402 in 1945 to 259 in 2003. Results show that cholesterol information is a deterrent in decisions about consumers' decisions to consume eggs and how much to consume, however, there are also significant demographic variables including income, region, age, education, race/ethnicity, occupation, and education. So, what can we do to make consumers aware of the facts and improve the egg consumption?

History and Relevant Facts

From 1945 to 1997 the per capita egg consumption dropped from 402 to 236, which is almost half of the consumption. The declining egg consumption was due to many variables such as changes in lifestyle (i.e. less time to prepare breakfast) and eating patterns that has caused a decrease in the "traditional" cooked breakfast for families. (Best, Hawkins, & Mothersbaugh, 2007) Also, there seems to be an increasing trend for consumers to prefer convenience (i.e. fast foods and/or microwavable foods), eggs were simply not the answer to this type of consumers' food demand. Eggs are not readily microwavable, and they tend to be excluded from microwavable frozen meals, although this market is slowing increasing. Another factor was women working outside of the home (dual-income households) have made it hard for the whole family to sit down together and share a cooked breakfast; cereal and bagels were much faster and more convenient to consumers. Once it was recognized that cereal could cater to these duel income households launched a massive advertising of cereal companies shifted consumers away from eggs for breakfast (with having a budget five times that of the American Egg Board). Additionally, there is also the fact that eggs are not traditionally eaten at any other meal; usually only breakfast. The increasing number of fast food restaurants and the increasing demand for convenient microwavable products also added to the decline in egg consumption. Probably the most significant reason that consumers stopped eating eggs was the perception that cholesterol intake was associated with eggs, this was publicized that eggs contained cholesterol which, in turn, can cause heart disease; this pushed consumers away from eating eggs, especially since eggs contained one of the highest concentrations of cholesterol. (Best, Hawkins, & Mothersbaugh, 2007) Even where the consumer may be at low risk and may have no concerns about the cholesterol of eggs, the high food value and fat content still leave the product high in calories relative to its weight, a concern which has further decreased egg consumption.

In 1996 many reports indicated that eating eggs in moderation did not pose a risk of increased body cholesterol for most consumers. Although this information was released to the public, the consumptions of eggs only increased less than an egg a month. (Best, Hawkins, & Mothersbaugh, 2007)

The American Egg Board (AEB) decided it was time to do something about it so they launched an "I Love Eggs" campaign in hopes education consumers and increase egg consumption. Upon completion of a three-part consumer research study in 1998, the results showed that more than one-third of consumers felt better about eating eggs, but that was still not enough. The AEB still had the inconvenience of cooking eggs for breakfast working against them, along with the lack of awareness of the nutritional positives that eggs possess. (Best, Hawkins, & Mothersbaugh, 2007)

The AEB launched several other campaigns like "If It Ain't Eggs, It Ain't Breakfast" and "Capture the Weekend Breakfast" to get consumers to think about eggs for breakfast. Next the AEB shifted the negative egg publicity and tried to focus on the positive; their nutritional value and protein by launching ads like "Incredible egg" and the "I love eggs" slogans. (Best, Hawkins, & Mothersbaugh, 2007)

In addition to the campaigns and advertising, the AEB engaged in consumer education to get the word to consumers in hopes to create more publicity. The Journal of the American College of Nutrition published a study proving that it was alright to consume two eggs a day and other items such as booklets, games, newsletters, videos, recipe contests, and articles in newspapers and magazines were also part of the ad campaign by AEB to increase consumers awareness; which actually increased per capita egg consumption from 236 in 1997 to 254 in 1999 to 259 in 2003.

The popularity of the Atkins "low carbohydrate-high protein" diet may also have contributed to the growing reputation of eggs as part of a healthy diet and to lose unwanted pounds. The increasing awareness of these benefits may have helped the egg industry rebound from declining consumption over the years.

Root Problem and Components

Although there were many variables that contributed to the decline in per capita egg consumption, the major reason was the high level of risk that consumers felt they would endure with heart disease if they consumed eggs; the perception of cholesterol intake that is associated with eggs. Because of egg cholesterol content, reduction in egg consumption was recommended to reduce the risk of heart disease.

In the 1960s, doctors had concrete data that linked heart attacks and strokes to high levels of cholesterol in the blood. So it just seemed like common sense to avoid foods high in cholesterol; which meant eggs, but in this case, common sense gave the wrong answer. A Harvard study conducted in 1999 discovered that people who consumed one egg a day were no more likely to have heart disease or a stroke than those who ate eggs less than once a week. A lot of people don't know that much of the cholesterol in your blood is made by your liver, not absorbed from the food you eat. Therefore, the cholesterol in food doesn't affect the levels in your blood very much. In fact, saturated fats (found mainly in meat and dairy products) and trans fats (from hydrogenated oils used in baked goods, stick margarine, and French fries) do increase blood cholesterol levels a lot more because they stimulate your liver to make more cholesterol. The cholesterol in food isn't completely harmless, and eggs do have a lot of it. But they also have a great many healthful nutrients, including B vitamins, folic acid, protein, and "good" polyunsaturated fats. (Valigra, 1999)

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