Convenience retailers can take advantage of updated health and safety standards around the consumption of eggs to tap into the trend of consumers viewing eggs as more than just a breakfast food, food safety scheme British Lion has said.

The advice comes after retail egg sales grew by almost 5% in volume, according to Kantar Worldpanel, following the official change in egg safety advice by the Food Standards Agency in October 2017. 

Under new guidelines, vulnerable people, such as children or mothers-to-be, can now safely eat raw, or lightly cooked eggs that carry the British Lion industry standard stamp. 

Andrew Joret, council chairman for the British Egg Industry said the increased safety meant eggs are being seen as a meal and not just a breakfast item.

“Consumers are looking for inspiration, so make sure the egg fixture is visually appealing. Shelf barkers with serving suggestions can draw more attention and drive incremental sales. Use two sites to sell eggs from – a main fixture and then another site such as a gondola end, if there is space,” he said. 

According to British Lion, egg sales are on the rise for the 11th year running, rising by 250 million in volume in 2017 to top six billion for the first time in more than 40 years. 

Tony Mallaban, of Premier Avon Gold store in Bristol, said he achieves higher sales by cross-merchandising his eggs with baking goods, and has noticed customers buying them for a range of meals, mainly on weekdays. 

“Over August and September last year, we had a 14% increase in sales of eggs. Part of that was because we sell local eggs and, at the time, there was concern over Dutch eggs being contaminated. Eggs being declared safe to be eaten by vulnerable people may have attributed to increased sales,” he said.