Purely Organic, the UK’s first nationally available organic egg brand, has reached £7.6m retail sales value as shoppers continue to turn to eggs across more meal occasions than ever before.
Following new listings with Sainsbury’s and Asda in March, Purely Organic now has a 13.5% share of the total organic egg market. People working from home are eating more eggs than ever before, and there has been a 97% uplift in in-home lunchtime consumption of eggs; a trend expected to continue in the coming months.
During the first lockdown, demand initially outstripped supply for shell eggs. Brand owner, Noble Foods, saw positive sales uplifts across all its brands, a trend that has continued throughout the course of the pandemic as shoppers have turned to trusted brands.
Matt Davis, head of marketing at Noble Foods, said: “Purely Organic has gone from strength to strength over the last six months. The organic market is in strong growth and, at a time when people are looking to lead healthier lifestyles, it presents an opportunity for retailers to drive sales of organic alternatives to everyday items – such as eggs. They have firmly become a staple for many, owing to ease of preparation and versatility of use across breakfast, lunch and dinner.”