The American Egg Board is ramping up demand-focused marketing efforts in 2026 after reducing promotional activities in 2025, targeting four key areas to boost egg consumption amid ongoing challenges from avian influenza outbreaks. According to AEB President and CEO Emily Metz, the organization is prioritizing retail promotions, foodservice partnerships, international market expansion, and product innovation as part of its renewed strategy to strengthen the egg industry.
The shift comes as the egg industry navigates a significantly different landscape compared to the previous year, with highly pathogenic avian influenza continuing to affect production. The organization’s focus on egg consumption reflects the changing market conditions the sector faces entering 2026.
Retail Strategy Targets Existing Consumers
The American Egg Board is collaborating with major U.S. retailers on in-store promotions emphasizing nutrition messaging, according to Metz. The campaigns specifically target consumers using GLP-1 weight-loss medications, highlighting eggs as a valuable protein source for this growing demographic.
However, the retail strategy focuses on increasing purchase frequency rather than expanding the customer base. Metz explained that eggs already have a presence in 95% of American refrigerators, making repeat purchases the primary growth opportunity.
The organization aims to engage consumers before they reach the point of sale, ensuring egg-based meal ideas are prominent in shoppers’ minds when they arrive at the egg case. This approach involves reaching customers earlier in their shopping journey or even before they enter stores.
Foodservice Partnerships Drive Menu Innovation
Meanwhile, the American Egg Board is working with major quick-service restaurant chains including McDonald’s and Wendy’s to promote egg-featuring menu items. The initiative includes influencer campaigns on social media platforms designed to increase visibility of egg-based offerings.
Additionally, AEB is partnering with foodservice operators to test new egg-based menu items. According to Metz, current market conditions present an ideal opportunity for innovation, with the organization encouraging partners to trial new products incorporating eggs.
The foodservice focus responds to declining consumer dining frequency and reduced quick-service restaurant traffic. AEB’s support aims to maintain egg presence on menus during this challenging period for the restaurant industry.
International Expansion Targets Asian Markets
In contrast to domestic efforts, the organization’s international strategy combines short-term relationship activation with long-term brand development. AEB is working to expand egg exports by leveraging existing overseas partnerships while simultaneously developing a U.S. eggs brand for international markets.
The initial geographic focus includes Southeast Asia, South Korea, and Japan, with efforts coordinated alongside the U.S. Poultry and Egg Export Council. Marketing messages will be tailored to individual markets based on local needs and applications.
For instance, South Korean messaging will emphasize product performance, consistency, and traceability for buyers who supply liquid egg products to high-end bakeries. This market-specific approach reflects different consumption patterns and priorities across regions.
Accelerator Lab Continues Product Development
The AEB’s accelerator lab continues developing new cooking devices, menu applications, and consumer packaged goods incorporating eggs or egg products. These innovation efforts support the broader goal of creating new consumption occasions and product formats.
According to Metz, the organization’s aggressive marketing response during challenging market conditions demonstrates the fundamental purpose of the egg checkoff program. The organization’s approach reflects the principle that decreased market conditions require increased promotional activity.
The effectiveness of these demand-building initiatives will likely become clearer throughout 2026 as the industry continues managing avian influenza impacts. The timeline for measurable results from these marketing investments remains uncertain given ongoing disease pressures affecting production capacity.