The issue of egg availability is becoming increasingly relevant globally and in Latvia, sparking discussions about production costs, animal welfare, and sustainability. Climate change and the demand for environmentally friendly practices place pressure on producers, while consumers are torn between maintaining low prices and demanding higher quality and ethical standards. In Latvia, this contradiction is particularly evident, as confirmed by a study conducted by Lidl Latvia on consumer habits when choosing eggs. The findings reveal that price remains the most important factor for residents, but encouragingly, the importance of welfare in decision-making is growing, especially among younger generations.
When buying eggs, price is still the primary factor for Latvians, according to the survey.* It was identified as the main criterion by 63% of respondents. The second most significant factor in decision-making is animal welfare. However, the origin or country of production currently matters to only 10% of respondents.
Price at the shelf is the key determinant, particularly among those aged 40 to 49, who are more likely to focus on price comparisons and less on welfare or origin. However, Lidl Latvia’s survey data also reveals emerging trends in consumer choices. More people are paying attention to animal welfare, especially younger consumers aged 18 to 29.
“This trend is natural. While egg price remains the determining factor for the majority of our society, awareness is shifting. It’s heartening that the younger generation is more conscientious and willing to invest in products that meet higher ethical and sustainability standards, even if it means paying slightly more. Consumers are increasingly seeking choices aligned with their values and convictions regarding animal welfare and environmental sustainability,” says Antra Birzule, Corporate Social Responsibility Manager at Lidl Latvia.
Consumer willingness to pay for eggs reflects the existing contradictions between the desire for affordability and the preference for cage-free or free-range eggs.
88% of respondents indicated they would be willing to pay up to €2 for ten M/L eggs, with over half selecting a price range between €1.50 and €2. This demonstrates that most consumers are looking for affordable products. However, individuals with lower incomes are more likely to want prices below €1.50 for ten eggs, whereas those concerned about animal welfare are more often willing to pay between €2 and €4 for eggs from humanely raised hens.
Geographical differences also emerge – in Latgale, animal welfare is considered more important than in other regions, reflecting varying attitudes and values across Latvia. Nevertheless, origin is a less significant factor across all demographic groups, with only 10% of residents prioritising it.
Lidl Latvia’s representative, Antra Birzule, notes that changes toward a fully cage-free egg assortment in stores are inevitable. “In the future, companies will need to find a balance between affordability, quality, and sustainability to meet both price and ethical demands.”
Lidl Latvia is committed to offering only free-range or barn-laid eggs in its stores by the end of the 2025 financial year – from 1 March 2026 onwards. This commitment also extends to using such eggs as ingredients in Lidl’s private label products.
*The survey was conducted in late 2024 in cooperation with media agency Mindshare. It included 1,015 respondents of both genders, aged 18 to 74, from across Latvia
