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How much are your stores charging for a dozen eggs these days? Prices peaked two years ago, but they’re on the rise again. Now, frustrated shoppers are naming their price. And if their stores can’t meet it, they’re willing to do without – or shop somewhere else.

According to the most recent figures from the USDA released this past Friday, the average wholesale price of a dozen large white eggs is $6.70. In some regions it’s higher, in others it’s lower, and retailers set their prices based on how much profit, if any, they hope to make.

To shoppers who participated in a new survey by Numerator, however, $6.70 is a no-go. They say a dozen eggs should cost $4.90, tops, or it’s no sale.

That’s what two-thirds of shoppers say is the most they’re willing to pay. Only 5% are willing to go as high as $10. A lot of that depends on where they shop, though, and what kind of eggs they prefer. Those who are willing to pay more may opt for cage-free or free-range varieties, while nearly half prefer standard eggs and a quarter say they’ll buy whatever’s cheapest. In addition, ALDI shoppers who are accustomed to lower prices say they’re only willing to pay up to $3.83 per dozen eggs, while shoppers used to Albertsons’ prices say they’ll pay up to $5.21.

Overall, nearly three-quarters of egg buyers say they find the current price of eggs “somewhat” or “very” expensive.

And that’s if they can find eggs at all. More than half say they’ve noticed egg shortages or out-of-stocks in their stores. If standard eggs are sold out, a quarter are willing to buy higher-priced premium eggs, while another quarter will check another store and 40% will skip buying eggs altogether.

The USDA says there’s little relief in sight. It predicts that egg prices are likely to increase 20% this year, largely due to an avian influenza outbreak that began back in 2022 and has caused supply to fall behind demand. So some researchers say shoppers’ maximum price of $4.90 is simply not realistic.

“Consumers’ perceptions of ‘fair’ prices are outdated,” the Kearney Consumer Institute argues in its latest Consumer Stress Index. “How much should a dozen eggs cost?” its latest report asks. The answer is that groceries cost what people are willing to pay – and these days, that’s a lot higher than it used to be. “While consumers may feel sticker shock at grocery prices,” the report points out, “consumers’ gut reactions to questions about prices are stuck in the past.”

And yet, in some areas, and at some stores, $4.90 for a dozen eggs isn’t unrealistic at all. While the USDA says many retailers are “limiting or ending promotional activity, placing limits on units purchased per shopping trip, and holding prices at record or near-record highs,” others are bucking the trend and selling eggs at a fairly significant loss.

Everyday items like eggs and milk are often treated as loss leaders, sold for less than wholesale in order to keep shoppers happy, and keep them coming to the store where they’ll spend more filling up their shopping cart with other items. The independent grocery store LaBonne’s Markets in Connecticut recently told Grocery Dive they’ve been trying to hold the line on egg prices, charging just $3.99 a dozen for Eggland’s Best, a national brand that’s typically more expensive than store brands. Their nearby competitors are charging several dollars more.

Not too long ago, $3.99 for a dozen eggs wouldn’t have sounded like much of a deal. Today, it’s practically a steal. And tomorrow, charging such a price may prove to be impossible. For many shoppers, $4.90 may be their breaking point. But if predictions about egg prices in the year ahead prove to be true, shoppers may need to readjust their expectations – or expect to do without.

Image source: Andrew Malone

One Comment

  1. Other animals lay eggs. They will need to look into mass production from another animal. There needs to be more choice so that we don’t put all our eggs in one basket with chickens. Then, when there’s a problem (which used to not happen like this), people are stuck.

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