Matt Sia, a design expert and egg enthusiast, reflects on the dramatic price hike of eggs which has shifted consumer perspectives on brand loyalty. Eggs that once were affordably priced at around $5 have surged to $10-$12 amid shortages. Sia’s experience highlights a broader trend where consumers, even those who value premium brands, find themselves reassessing their purchasing decisions due to financial constraints. The current economic condition is revealing a lack of underlying loyalty, as quality preferences yield to affordability in an age of egg scarcity.
“Now everything has gotten thrown out the window. You stand at the shelf and everything is $10 to $12... I'm like, 'fuck it.'”
“The pantry staple, consumed by 90% of American households, currently costs 40% more than it did at the start of 2025.”
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