Vision 365: Creating new beliefs to drive egg consumption

24 November 2023

In her recent presentation at IEC Lake Louise, Dr Amna Khan, consumer behaviour and media expert, employed her marketing expertise to explore how the IEC’s egg consumption initiative, Vision 365, can be achieved by changing the beliefs and behaviours that play a crucial role in consumption patterns. She underlined the necessity of understanding the consumer in order to achieve this united goal of accelerating global egg consumption.

Consumer perceptions: Influenced by emotion

Dr Khan identified three drivers of consumer decision making: beliefs, desires and concerns. She explained that beliefs refer to preferences and opinions, such as choosing brown eggs over white for perceived health benefits; desires drive choices that align with personal goals, such as opting for eggs as part of a muscle building diet, and concerns guide decisions to minimise negative results.

“Narratives have been formed over many years and beliefs are now entrenched in the consumers’ minds”, said Dr Khan, advocating for a united industry effort to address and challenge false narratives. She stressed the importance of dispelling myths and instilling new beliefs that promote the health and nutritional value of the egg: “Science doesn’t change behaviours, beliefs change behaviours”.

Collaborative efforts to shift beliefs

According to Dr Khan, collaborating with health and nutrition experts could play a key role in changing consumer beliefs. She explained that by using credible, independent and trustworthy sources, the egg industry can reach new audiences and influence perceptions more effectively: “The messenger matters just as much as the message”. Moreover, referencing reputable health institutions in marketing materials, websites and on packaging can reinforce the industry’s commitment to providing authentic information.

Furthermore, Dr Khan explored the use of strategic packaging to influence consumers’ beliefs. Explaining that “the egg is a halo product” with many unique nutritional benefits, the expert speaker encouraged her audience to put these positive health messages directly onto their packaging, so that consumers will begin to automatically associate these benefits when they see eggs on the shop shelf.

Personalisation for future success

Looking to the future, Dr Khan told delegates she believes personalisation could play a pivotal role in consumption trends. She recommended that partnerships with personal nutrition brands, such as ZOE, can provide valuable consumer data to tailor egg products to align with evolving consumer needs.

Dr Amna Khan’s insightful presentation emphasised the importance of understanding consumer beliefs and behaviours. By strategically challenging myths so consumers foster new beliefs, the egg industry can collectively drive mass consumption and ultimately achieve Vision 365. Dr Khan concluded with the reminder, “you can’t change the past, but you can certainly write the future”, urging egg businesses to ensure the next generation understand the health and nutrition values of our superfood product.