Fri Köpenskap reports today that it is the swedish youth who boost the latest sales increase. for eggs. Apparently last year swedes ate 71m more eggs than the previous year! That's a bloody lot of eggs! And it is a sales increase of 5%, the highest in many, many years.
So, what stands behind this development? Why on earth do the swedes eat more eggs? Well, You Gov were commissioned by Svensk Ägg (Swedish Egg organisation) to explore the reasons why in what appears to be an 'only' quant exercise based on 1024 interviews. The very quant answer is apparently that more and more swedes eat egg for breakfast. Almost one in four claim to eat more eggs today than a year ago (this is not the easiest thing to measure - since it is hard to put an estimate on past behaviours!). In the age group 18-29 23% of respondents claim to eat more eggs today than a year ago. In the older age group 50-65, 17% claim to eat more eggs than a year ago. I want to know more. So, do a couple of groups as well will ya and let us know the reasoning, behaviours and attitudes that lie behind!