Eggs are a kitchen staple in households across America, generally known for both their versatility and affordability. But in recent years—and particularly the past few months—eggs have also become a flashpoint in conversations about inflation and supply chain challenges. With prices on the rise and shelves intermittently empty, shoppers and industry professionals alike are navigating a dynamic and uncertain market. *This article was originally published on January 24 and has been updated with new data as of April 25, 2025.
Rising Prices and Falling Supply
What’s happening in the egg market?
The price of eggs is on the rise again. Over two-thirds (70%) of U.S. egg shoppers say the current price of eggs in their area is somewhat or very expensive, according to Numerator’s latest survey of over 1,000 verified egg buyers. As prices rise, egg purchases have softened slightly, as shortages at stores across the country persist—over half (53%) of egg buyers say they’ve noticed shortages or out-of-stocks at their local food retailers in the past month, down from 55% in our January survey. Shortages were noted at higher rates among urban egg buyers, buyers in the Western U.S., and households who buy their eggs at BJ’s, Trader Joe’s, Costco, Wakefern and Albertson’s.
Price increases have been driven primarily by supply changes, with avian flu decreasing the supply of egg-laying hens. Although dollar sales of eggs hit record highs in Q1 2025—up 66% year-over-year—this was entirely due to higher prices. Unit sales of eggs were down 2% in the same period and household penetration decreased slightly from 87.5% to 86.3%. Just over a third (37%) of buyers say they purchase eggs at least once a week—down from 42% in our January survey—using them for a variety of purposes including breakfast dishes (83%), ingredients in baked goods (63%), snacking (44%), protein additions to meals (42%), or for savory cooking (35%).
Price Trends and Perceptions
What do shoppers think of egg prices?
Egg prices climbed significantly over the past year, with the average price per dozen reaching $6.54 in March 2025, up nearly $3 (+82%) compared to last March. Prices and inflation vary across geographies as well. Although shoppers in urban areas and the Western U.S. spend more per dozen ($7.24 and $8.24, respectively), Midwestern and rural shoppers have experienced the largest relative price increases year-over-year (+91%, +85%).
Consumer judgements of egg prices are more tied to consumer context and relative price increases than actual prices paid. For example, despite paying the most, urban shoppers were least likely to describe current egg prices as “somewhat or very expensive” compared to suburban or rural shoppers, likely because they are already accustomed to slightly higher prices. Additionally, Boomers were twice as likely to say eggs were very expensive compared to Gen Z shoppers, who are more likely to live in urban areas and likely lack the same historical context about egg prices.
How are consumers reacting to restaurant egg prices?
Rising egg prices are not limited to grocery store aisles. In the past month, over half of U.S. consumers (52%) have noticed restaurants charging higher prices or surcharges for egg-based dishes. While about a quarter (23%) of these shoppers are willing to pay the higher price, a third (33%) say they’ll order something without eggs instead and 29% will opt to eat at home instead.
Willingness to Pay
How much will shoppers pay for a dozen eggs?
The average price egg buyers say they are willing to pay for a dozen eggs is $5.56, up from $4.90 in our January survey but a dollar less than the actual price paid per dozen in March. This increased willingness to pay over the past few months indicates consumers are growing accustomed to higher egg prices, either consciously or subconsciously. In January, only 23% of egg buyers said they’d pay more than $5 per dozen, a number that nearly doubled to 41% in April.
Younger shoppers are more willing to pay higher prices, as are Hispanic shoppers and individuals in the Western U.S. and urban areas. Willingness to pay also differs based on where shoppers buy their eggs—Aldi egg buyers are only willing to pay $4.95 per dozen, while Publix egg buyers are willing to pay up to $6.47. Similarly to price perceptions, willingness to pay is influenced by the context in which shoppers operate, including both historical prices and the general egg prices they’ve come to expect in their preferred retailers and geographic locations.
Shortages and Substitutions
How do shoppers react to egg shortages?
When faced with an out of stock on standard eggs, about a fifth of shoppers are willing to trade up to higher priced premium eggs if available (21%), a quarter will check another nearby store (23%), and half will skip the purchase and check back another time (46%). If premium eggs are not available, the chance of skipping the purchase rises to 55% and checking nearby stores jumps to 35%.
If eggs are unavailable or too expensive, some shoppers say they’d substitute with other dairy products, breakfast grains, breakfast meats or liquid egg alternatives, but a third wouldn’t substitute with any specific items. Compared to January, shoppers are more willing to abandon their egg purchases altogether if they encounter availability or pricing difficulties.
Pack Sizes and Egg Varieties
What types of eggs are most shoppers buying?
When it comes to shell eggs, today’s consumers face increasingly varied options: cage free, free range, bulk sizing and more. Although a dozen eggs is the most popular carton size, at least two-fifths of U.S. egg sales occur in pack sizes larger than 12, representing a significant portion of the market. Nearly half (46%) of egg buyers say they typically purchase standard eggs, while a quarter opt for cage free (23%) or free range (19%) varieties. That said, another quarter of egg shoppers (27%) say they go for whatever eggs are cheapest—up four points from January—emphasizing the importance of pricing in the category.
This preference for low prices is evidenced by private label brands dominating the egg space, accounting for 70% of category dollars in Q1 2025, up two points from Q1 2024. The top five egg brands last quarter were Walmart’s Great Value (22.6% share), Costco’s Kirkland Signature (12.8%), Kroger brand (5.8%), Eggland’s Best (5.5%) and Aldi brand (4.1%). The top egg retailers were Walmart, Costco, Kroger, Albertson’s, Sam’s Club and Aldi, many of which focus on low prices and everyday value.
Egg Market Concerns
What are egg buyers worried about?
The most common consumer concerns regarding eggs at present are affordability (57%) and availability (40%), both down slightly compared to January. Another quarter (26%) of egg buyers are concerned about the safety of egg products in light of recent government cuts like the USDA, FDA and HHS, and a sixth (16%) have reduced confidence in egg producers & supply chains. Overall concern over health risks associated with eggs is down from January when salmonella-related recalls were top-of-mind.
Scrambling for Answers
Eggs have proven their sturdiness as a staple food, maintaining steady demand despite rising prices and occasional shortages. Despite their relative resilience, it’s still important for brands, retailers and supply chain stakeholders to address affordability concerns, optimize inventory, and prepare for future shocks to the supply chain. Tapping into consumer concerns with verified buyer surveys and tracking purchase habits across demographic groups and geographic regions are two ways to stay on top of trends in an ever-evolving market. For more information on this topic, reach out to your Numerator representative or contact our team today.
