Trust-Led Reset in Eggs Category
Brand Leadership Compressed Sharply Post Trust Shock on Blinkit
📊 What Happened?
Blinkit's eggs category underwent a visible reset in brand leadership following a trust-related disruption. Eggoz, which held ~26% market share, saw its dominance compress to just ~14%. Critically, no single competitor absorbed the lost share — instead, demand dispersed across multiple brands, resulting in market fragmentation.
The data shows consumers rotated away from protein-led, claim-heavy SKUs toward neutral, familiarity-led products. Pack sizes shifted from larger 30-piece trays to smaller 6 and 10-piece packs — a classic de-risking behavior in trust-sensitive food categories.
Key Observations
Leadership Compressed: Eggoz's lead narrowed from 12pp to just 1-2pp over the second brand.
No Clear Winner: Lost share didn't transfer to a single competitor — it fragmented across Farm Made, Abhi, and others.
Middle Tier Emerged: Hen Fruit, Table White, and Farm Made now cluster closely at 9-13%.
New Entrant: Abhi reached 7% share, forming part of a dense middle tier.
📉 Brand Share Movement
The shift wasn't competitive churn — it was brand-specific correction.
- Eggoz 26% → 14% (−12pp)
- Hen Fruit 10% → 13% (+3pp)
- Table White 14% → 11% (−3pp)
- Farm Made 6% → 9% (+3pp)
- Abhi — → 7% (New)
📦 SKU Mix Shifted
Consumers moved away from protein-led claims to basic, familiar options.
- Table White White Eggs 12% SKU share
- Eggoz 30-piece Protein Dropped from top tier
- Farm-fresh & Free-range Gained prominence
- Large packs (30-pc) Declined
- Small packs (6, 10-pc) Increased
Geographic Impact
NCR Led the Drop: Delhi, Gurgaon, and Noida — high-awareness markets — reacted first and most sharply.
Delhi Concentration: Delhi's share within Eggoz increased to 29% as other markets pulled back.
Bengaluru Stable: Southern markets showed relatively muted response to the trust shock.
💡 The Bottom Line
This wasn't a normal competitive reshuffle. The reset originated in consumer behavior, manifested first in SKU choice, then in pack size, and finally reflected structurally in brand share. For staple categories on quick commerce, trust operates as a structural variable — when disrupted, brand power weakens before demand declines.