As Egg Shortages Fuel Consumer Interest In Self-Sufficiency, Brands Should Take Notice

With egg prices up nearly 30% due to supply chain disruptions and avian flu outbreaks, more Americans are turning to backyard chicken farming as a solution.

The trend is accelerating as grocery stores impose purchasing limits on eggs, prompting consumers to explore self-sufficiency. Google Trends data shows a surge in interest, with searches for “Chicken Coop” rising significantly in the past month. Searches for “Temu Chicken Coop” saw a 150% increase over the same period, making it one of the fastest-growing related searches as consumers look for affordable ways to raise chickens at home.

Scott Baradell, a branding and consumer trends expert and author of “Trust Signals: Brand Building in a Post-Truth World,” says rising interest in backyard chickens mirrors previous consumer shifts during economic uncertainty, and he sees the trend as part of a broader movement toward household self-sufficiency.

“Weve seen this before — during the pandemic, there was a surge in home baking and gardening. Now, with food prices rising, people are looking for new ways to gain control over their grocery costs,” Baradell says.

A report from FOX Business confirmed that hatcheries are experiencing a surge in demand for baby chicks, further fueling the backyard farming movement. As economic pressures persist, the trend of raising chickens may become a long-term shift, not just a temporary response to rising grocery costs.

“Brands that align with these shifting consumer behaviors, like Temu providing affordable chicken coops, stand to gain strong customer loyalty,” Baradell says.