Eggs in Focus: Recovery, Resilience, and Resources for Grocers

The egg industry has faced turbulent times over the past year, from pricing challenges to the devastating impact of avian influenza. But as highlighted in the recent Eggs in Focus: Building a Resilient Egg Supply webinar, hosted by the Independent Grocers Alliance (IGA) in partnership with the American Egg Board (AEB), the story is one of recovery, resilience, and renewed opportunity.

Watch the full webinar above.

The State of the Egg Industry

American Egg Board VP Innovation & Customer Engagement Nate Hedtke opened with an update on supply challenges and recovery efforts. Now in its fourth year of fighting a catastrophic bird flu outbreak, the industry in the first six months of 2025 lost more than 36 million laying hens. The good news? Flock numbers are gradually recovering, with forecasts projecting a return to over 300 million laying hens in the national flock by the end of this year — barring setbacks during seasonal migrations.

Egg prices have already eased significantly, falling more than 60% from Q1 highs, thanks to stabilized production, increased imports, and more moderate demand. Still, rebuilding takes time: what once required six months to repopulate a farm can now stretch to a year or more. While the virus is still circulating in wild birds that spread the disease, and there is a risk of resurgence with the fall migration season, the national flock could fully recover by 2026, absent any further disruptions.

Building a Resilient Supply Chain

To prevent future disruptions, the industry has rallied with government support. The USDA rolled out a five-prong strategy to combat avian influenza, which includes:

• Enhanced biosecurity: From truck wash stations to strict access controls, farmers are doubling down on farm protections.
• On-farm audits: Over 900 assessments have been conducted to identify vulnerabilities and strengthen defenses.
• Vaccine research: AEB and partners have submitted vaccine protocols to USDA for review as part of a long-term solution.
• Scientific research: With $100 million in federal funding, new studies — leveraging artificial intelligence — are exploring how the virus spreads and how to mitigate risks.

These coordinated efforts aim not just to restore supply, but to build a more stable and resilient egg industry.

Consumer Demand Remains Strong

While demand softened this year after more than 23 consecutive months of year-over-year volume sales growth, consumer appetite for eggs remains resilient. In 2024, retail egg sales volumes grew over 4%, and although Q1 2025 saw a temporary dip, numbers are rebounding quickly. With protein-rich diets continuing to trend, eggs remain a staple in consumer shopping baskets, particularly for breakfast.

Resources for Grocers

AEB Director of Food Chain Outreach Dana Lawnzak spotlighted the many resources available to independent grocers:

• HPAI Support Hub: FAQs, social media assets, signage, and consumer education tools to help address bird flu concerns.
• “Healthy” Toolkit: Celebrating eggs’ recognition under the FDA’s new “healthy” definition, including in-store signs, messaging templates, and demo ideas.
• Educational Content: Handouts like 12 Health Benefits of Eggs and A Dozen Reasons Why Eggs Are Healthy ready for shopper engagement.
• Digital Support: Pre-made social media posts, ad copy, and website content to use instantly.
• Consumer Clarity on Housing: A landing page and in-store signage to explain egg housing types, cutting through common misconceptions.

These turnkey tools are designed to help grocers educate shoppers, reinforce eggs’ value, and grow the category with confidence.

A Resilient Future

As Lawnzak and Hedtke reiterated, the egg industry is resilient. With supply on the mend, robust consumer demand, and a wealth of resources to support retailers, the future is bright. Independent grocers have a unique role to play in helping their communities stay informed, supported, and well-fed — with eggs continuing to shine as a nutritional powerhouse.