Whilst consumer confidence in the Japan egg production market helped to encourage a rebound in sales, the industry also tried to modernise and provide products which are attractive to modern consumers; this came in the form of PET packaged liquid egg, which proved popular with home bakers, for example.
Whilst free range eggs typically form the majority of egg sales across Western Europe, for example, the practice has gained little traction in Japan where the threat of bird flu has encouraged farmers to keep with caged birds. Reports indicate that farmers with free range birds are required to use much higher levels of feed additives including pharmaceuticals in order to keep down the risk of bird flu spreading in the flock, resulting in caged birds being seen as healthier and less of a health risk as a consequence.
Whilst the rebound in sales reported in 2012 came as the result of a return of consumer confidence, this uplift will likely only be temporary as the underlying declining number in the Japanese population (in decline since 2011) will undermine sales for both domestic and foodservice usage. Sales are predicted to decline at a CAGR of -0.5% over the forecast period as a result.
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