More of us go to work on an egg: Sales soar as families look for an alternative to sugary breakfast cereals each morning 

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Egg sales are soaring as families look for an alternative to sugary breakfast cereals, research suggests

Egg sales are soaring as families look for an alternative to sugary breakfast cereals, research suggests.

Britons bought six per cent more eggs during the first three quarters of this year compared with the same period in 2014.

If sales continue to grow at their current rate, they could eclipse records dating back to the 1950s – when a popular advertising slogan advised the nation to ‘go to work on an egg’.

The research, by analysts Kantar Worldpanel, suggested that fears over cholesterol in eggs are disappearing – with many families now considering them a healthy, high-protein breakfast.

It found 42 per cent of Britons now believe it is okay to eat six or more eggs a week, up from just 19 per cent in 2008. Since that year, egg sales have risen by 22 per cent.     

Industry experts say that the return to popularity of eggs following health scares can be attributed to high protein diets and families turning their backs on sugary cereals for the first meal of the day.

Andrew Joret, chairman of the British Egg Industry Council told trade magazine The Grocer that young people aged under 34 were purchasing 31 per cent more eggs than they did in 2008. 

If sales continue to grow at their current rate, they could eclipse records dating back to the 1950s – when a popular advertising slogan advised the nation to ‘go to work on an egg’