- Dairies are reporting record sales and supply shortages of eggnog, a both beloved and maligned classic holiday beverage, The Wall Street Journal reported.
- Organic Valley reported that eggnog sales were up 60% compared to last year. In previous years, the company reported 5% sales increases.
- Eggnog is now appearing not only as a standalone beverage but as a limited-time seasonal flavor for products ranging from ice cream to craft beer and coffee.
Manufacturers have invested in marketing strategies for eggnog to continue the seasonal buzz that pumpkin and pumpkin spice generate in the fall, which tends to die down after Thanksgiving. Eggnog extends the limited-time holiday flavor craze — and sales — into December.
In the past, consumers may have avoided eggnog because it is a full-fat dairy-based beverage. But recent research shows that fat may not be the reason for health complications as was previously thought. Consumers' embrace of healthy fats has driven sales for full-fat milk and dairy products in recent years, and eggnog also appears to be benefiting this year.
Because of its ties to the winter holidays, eggnog can also be sentimental and nostalgic for some consumers. Nostalgia has been both a marketing and product development strategy for manufacturers, ranging from confections to soda. Tapping into these intimate emotions and life experiences can encourage consumers to choose certain brands or varieties that remind them of childhood or family pastimes.