Dairy producers are seeking to expand the availability of eggnog in October.
October Eggnog Sales Surge: A Shift in Holiday Traditions
The late afternoon light streamed into a west-end Toronto supermarket as shoppers began their weekly grocery runs. Amidst a variety of products, something was gaining traction: eggnog. Not just in December, but starting as early as October, a trend rapidly catching the attention of retailers and dairy producers alike. The sight of cartons of festive red and blue eggnog, available for purchase well before traditional Christmas season, has transformed the drink’s consumption and raised questions about evolving holiday customs in Canada.
The strategy stems from a simple consumer demand. “Our customers want it. As soon as it’s available, they’re on it. They love it,” explained Mariella Aiello, the Village Grocer’s product assortment manager, highlighting the appeal of the drink. This desire for eggnog, often driven by the anticipation of entertaining guests or simply indulging in a creamy treat, is fueling a shift in when retailers begin stocking the beverage. Sales of eggnog represent a significant opportunity for dairies and grocers, as the product is often purchased as part of fall gatherings and celebrations. Approximately 15 percent of annual eggnog sales occur in October alone.
The trend is being driven by a growing number of consumers. Stanley Mandarich, a shopper at the same supermarket, noted, “I guess I don’t see why not. I was perfectly fine thinking that October was a good month to have eggnog in.” This sentiment reflects a broader move away from rigidly adhering to traditional December start times for holiday consumption, with shoppers seeking convenience and readily available seasonal favorites. Consumers like Brenda Carter, in Cobourg, Ontario, adds to this movement, stating, “It’s like drinking pumpkin spice coffee, but you’ve made it yourself at home.”
Retailers and dairy producers, recognizing this demand, are capitalizing on the change. Lactalis Canada Inc., the multinational dairy processing giant behind the Beatrice brand eggnog, is forecasting an increase of five percent in eggnog sales this year, hitting roughly two to 2.5 million litres within the final quarter. This expansion recognizes the seasonal growth of demand and the changing shopping behaviors of Canadian consumers. This represents a substantial market opportunity. Strategically, the timing of the availability has extended beyond the traditional holiday season to capitalize on increased beverage consumption.
The strategy appears to be working, with a two percent sales lift in the dairy category at Mike Dean Local Grocer, a chain of five stores in eastern Ontario and western Quebec. Owner Gordon Dean attributes this success to the drink’s functionality as a seasonal beverage and shared it with retailers. He notes that consumers are willing to spend more on eggnog than they would on milk, often purchasing it to accompany gatherings. “It’s something that I get to make a little margin on — far more margin on eggnog than I could make on milk,” Dean explained, highlighting the potential for increased profitability. Recognizing this, other grocers and dairy producers are following suit, seeking similar opportunities to expand their seasonal offerings beyond the conventional December timeframe.
Several factors contribute to this change. The versatility of eggnog as a drink (often mixed with spirits) and its appeal as a treat further enhances its consumption. Lactalis’ General Manager Vincent Metz confirms that the start of the season is getting earlier and earlier. However, Metz maintains reservations about wider seasonal sales, stating, “From a sensory point of view, I’m not sure this is a product you would enjoy so much during the warm months.” Despite this, the market is responding strongly to the availability of eggnog during the fall season, and overall sales have increased.
Ultimately, the shift reflects a growing trend of consumers seeking to infuse everyday moments with festive cheer. With the trend established, retail and production are set to continue evolving this popular beverage.
