Printer Friendly

Private label products get on board as frozen egg substitute category rolls.

Private label sales of frozen egg substitutes in the USA increased 72.6% last year, making the category the hottest item in the frozen food department.

Category sales were $125 million, up 16.7% from 1990, according to a market study supplied by the leading private label manufacturer, with store brands holding a 2.9% dollar share and a 3.5% pound share.

That dollar share was up from a flat two percent in 1990, the company said. Egg Beaters, the leading brand, saw its share dip 8.3 points to 50.9% in dollar terms; in pound terms, it was below half for the first time, at 48.8%.

Egg substitutes eliminate cholesterol by removing the yolk, with other ingredients being used to restore the natural color. Health has thus been their main selling point. But convenience is also a factor: consumers don't have to crack the eggs and scramble them -- just pour and cook.

That may be why Stop & Shop, Braintree, Massachusetts, has pioneered a new item in private label: frozen whole eggs. Bearing the same Quick Egg sub-brand as its cholesterol-free egg substitute, the chain's whole egg version comes in packaging with a distinctive green main panel (the egg substitute has a yellow main panel).

Enter Egg Busters

Private label egg substitutes come with a variety of catchy names to play against Egg Beaters. One of the catchiest is Egg Busters, used by Wegman's, Rochester, New York, to play off the title of a popular movie as well as the leading brand. Packaging even features, a la Ghostbusters, the international NO symbol over an egg. To appeal to consumers even more, the chain includes recipes in the package.

Virtually all private label egg substitutes are now in the form of twin packs of eight-ounce cartons, which is what Egg Beaters started out with. But the brand now offers twin packs of four-ounce cartons, too, and private label is available in either four-ounce twin packs, four-ounce triple packs and even four-ounce single serve packs. The new sizes bring added convenience to a category in which private label has already tested better than the brand leader in texture, appearance, taste and aftertaste.

There must be well over 60 retailers and wholesalers carrying private label (the leading supplier alone claims 50 plus -- up from a mere handful three years ago). Private label typically accounts for 20% of sales, in a category where gross trade profits run from 20% to 30% and per-store and per square-case-inch profits are the highest for any breakfast item in the frozen food department.
COPYRIGHT 1992 E.W. Williams Publications, Inc.
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1992 Gale, Cengage Learning. All rights reserved.

Article Details
Printer friendly Cite/link Email Feedback
Title Annotation:Focus on Store Brands
Publication:Quick Frozen Foods International
Date:Oct 1, 1992
Previous Article:When it comes down to nutrition, frozen vegetables travel better.
Next Article:Frozen pizza sales near $1.3 billion, as category is among retail's top ten.

Related Articles
Private label microwave sandwiches, breakfasts bucking prepared FF barrier?
Frozen chicken and egg products among hot private label categories.
Will private label enjoy a feast while brand names have a famine?
When it comes to new products, Western Family comes through.
Private label sanitary products prospered in 1994.
Private label entrees gain foothold in brand dominated retail territory.
Study finds private label goods grow faster than branded products.
Private labels: still shaking up wipes markets.
Frozen private label sales in Germany soar at nation's deep discount outlets: economy retailers like Aldi, Plus and Lidl have long undercut name...
Private label brands front and center in upscale retail store brand programs: supermarket chains increasingly offer gourmet-style seafood, exotic...

Terms of use | Copyright © 2017 Farlex, Inc. | Feedback | For webmasters