A Wren Says

If you are based in the U.S., you probably already know about the huge spike in egg prices. From $1.98 per dozen all the way up to a whopping $8, the price increase has made the once economical breakfast a luxury good. As hard hit as the breakfast table is, there is an impact on restaurants, many of which are already charging increased prices. And of course, bakeries will feel the hit. Expect your very eggy brioche to increase in price as well.

The availability of eggs right now is limited to supply chain issues, including avian flu and inadequate numbers of truckers to run routes. Pricing is affected not just by the supply but also by the effects updated laws pushing farmers towards cage free practices. And the supply on the market is being impacted by consumers panic buying and hoarding eggs. But unlike the 2020 toilet paper, those stockpiled dozens will spoil in a matter of weeks.

I am curious about the shifts in consumer behavior and marketing that will happen and are happening as a result. Are people going to continue to buy eggs at the higher price point? Will producers take that as a hint they can keep the higher prices, even when the supply chain issues are resolved? Are people instead going to lean more into alternatives, such as egg replacers for baking? How are grocery stores pivoting to promote these items as a way to encourage additional sales? Will media outlets push egg free recipes to the top of their pages? Business to business, consumer facing, everyone who works with or eats food is being affected (well, except for those who were avoiding eggs all along). If you are trying to learn more about pricing, as a one of the 5 Ps of marketing, this current egg crisis is an amazing case study. You can easily write this off as just a food item and not take it seriously. But if you are willing to dig, you can learn how seemingly small elements can have massive impacts across when it comes to marketing.