Encouraging egg consumption for better nutrition

What is shaping meat & poultry

Meat, poultry and egg businesses are moving from wet markets to packaged and online formats, where hygiene, freshness and trust decide whether consumers switch.

• Packaged and online meat is growing
• Hygiene perceptions drive outlet choice
• Farm practices affect supply and quality

A poultry industry body, working in India & South Africa. Client identity is withheld to protect confidentiality.

Organisation

A poultry industry body

Sector

Meat & poultry

Team engaged

Market Research

Services

Consumer panel, Quantitative research, Content marketing

Eggs were an affordable source of protein, yet many families in India and South Africa ate them rarely. The industry body wanted to increase consumption, particularly among children, but did not know whether cost, health beliefs or habits held families back.

• Deliver on the brief: encouraging egg consumption for better nutrition.
• Understand the views, needs and behaviour of households.
• Produce results that can be compared across groups and locations.
• Give the client evidence it can act on within 7 weeks.

The work focused on 2,200 households.

• households2,200

Audiences we typically reach in meat & poultry

Meat and egg consumersRetailers and butchersOnline buyersPoultry farmersRestaurant buyers

Coverage: India & South Africa. Markets: India and South Africa.

• India
• South Africa

A structured quantitative design, so results could be compared across groups, locations and time.

1. 1Brief
2. 2Household survey
3. 3Message testing
4. 4Insight

We surveyed household food decision-makers about egg consumption, beliefs about cholesterol and child nutrition, cooking habits and prices, in Hindi, English, isiZulu and Afrikaans. Campaign messages and recipe ideas were then tested with parents.

Consumer panelQuantitative researchContent marketing

households

2,200

• Respondents were selected across India & South Africa using quotas set in advance for each location and respondent type, so no single area or group dominated.
• Online respondents were drawn from verified panel members who matched the screening criteria, with quotas on key profile attributes.

• Trained local-language interviewers conducted interviews in person, supervised in the field.
• The online survey was mobile-friendly and offered in respondents' languages.

• Back-checks on a share of completed interviews
• Time and location checks on field interviews
• Supervisor accompaniment in the field
• Digital fingerprinting and duplicate checks
• Attention, speed and straight-lining checks
• Review of open-ended answers
• Logic and range checks on the final data
• Work carried out under our ISO 20252 quality procedures

• Cross-tabulation by key groups and locations
• Significance testing on the differences that mattered
• Comparison of concepts, messages or products against each other

• Worries about cholesterol and a lack of simple recipes for children were the main barriers, more than price.
• Messages featuring nutritionists and quick recipes tested best, and the campaign built around them reached parents through schools and social media.

Practical recipes changed behaviour more than nutrition facts alone.

• Build on the core insight: practical recipes changed behaviour more than nutrition facts alone.
• Focus effort where the evidence was strongest: worries about cholesterol and a lack of simple recipes for children were the main barriers, more than price.

• Follow-up surveys showed increased egg consumption in households exposed to the campaign.

• Insight report and management presentation
• Cleaned data file and data tables

• Repeat the measure after changes are in place to track progress.
• A natural follow-on question: how is hygiene perceived?