Influences of demographic characteristics, attitudes, and preferences of consumers on table egg consumption in British Columbia, Canada

Abstract

In addition to regular (white and brown) eggs, alternative types of table eggs (e.g., free-run, free-range, organic) are available in the Canadian market, and their market growth rate has been high during the last decade in British Columbia (BC). The objective of our research was to identify associations between consumers’ attitudes, preferences, and demographic characteristics with their consumption of different types of table eggs. An online survey was conducted in June 2009 to gather information from adult BC residents. Sixty-eight percent of the 1,027 randomly selected subjects completed the survey. Our survey indicated that the consumption of cage-free specialty eggs (free-run, free-range, and organic) has strongly increased in BC to 32.9% free-range eggs, 11.93% organic eggs, and 7.6% free-run eggs in 2009 compared with a Print Measurement Bureau consumer survey that showed combined 8% consumption of cage-free specialty eggs in 2007. Results of our survey indicated that, compared with consumers of white regular eggs, consumers of free-range eggs came from smaller households and had a higher education level and income. These consumers indicated that factors of health, nutritional value, environmental issues, and animal welfare were important in egg type selection. Although most consumers rated the specialty eggs as having a higher nutritional value than white regular eggs, price became the most important deciding factor for those consumers who selected white regular eggs. Our findings indicate that increased consumption and increased differentiation exist in the table egg market and this in turn provides support for more research to increase the efficiency of cage-free egg production systems and for better consumer education.