Factors Affecting the Propensity to Purchase Specialty Eggs in the United States

The popularity of specialty eggs has grown in the United States as eggs provide healthy fats and proteins in the American diet. To benefit from this new trend, producers must strategize their marketing efforts. Using 2015 Nielsen Homescan data and probit analysis, we developed a profile for consumers of specialty eggs that producers and marketers can use to determine the best allocation of resources. Results found that the average consumers of specialty eggs are young households with high income, high education, with no children who live in the Pacific region of the United States