As food producers and suppliers enter new markets, they can encounter different consumer preferences, consumption habits and regulatory requirements.
The return of US shell eggs to Singapore this year after more than two decades provides an example: although eggs are a familiar food, expectations around their appearance, handling and storage can vary between markets.
Egg preferences across cultures
In Chinese culture, eggs can also carry symbolic meaning. Brown or pink-tinged eggs are associated with auspicious occasions such as celebrations marking a newborn’s first month or 100th day. Eggs may be dyed red for these occasions, while white is generally avoided because of its association with mourning.
As for the rest of the world, a study found brown eggs are preferred in parts of Asia Pacific, Europe and Latin America, while white eggs are preferred in North and Central America, India, the Philippines and the Middle East.
Yolk colour also affects purchase decisions. A scientific review found that consumers often favour darker egg yolks, associating darker colour with “perceived quality”, better nutrition and outdoor, free-range environments.
A 2025 consumer trend study in China found that Gen Z respondents showed a preference for smaller eggs and lighter-coloured yolks, with their preferred yolk colour averaging 7.46 on the Roche Yolk Color Fan. This differed from some preferences observed among older consumers and consumers in northeastern China.
These preferences do not necessarily reflect nutritional differences. Industry experts said shell and yolk colour alone do not determine an egg’s nutritional value.
Yolk colour is influenced by the colour of chicken feed, where, for example, corn- and soy-based feeds yields yellow yolks while white maize produces paler coloured yolks.
“Brown eggs and white eggs are just eggs. It’s like Indians and Chinese are both humans,” remarked Ma Chin Chew, Chief Executive Officer of Singapore egg farm and distributor N&N Agriculture.
In other words, what changes across markets is not necessarily the egg itself, but what consumers expect its appearance to signal.
American Egg Board President and CEO Emily Metz similarly said brown and white eggs are nutritionally equivalent, with shell colour largely reflecting hen breed – hens with red lobes typically lay brown eggs, while those with white lobes usually lay white eggs, though there can be exceptions.
Beyond physical attributes, different regions process eggs differently, which affects consumer habits and storage requirements.
Storage, shelf life, and cost
Ma said differences in humidity and handling practices mean that washing and refrigeration are treated differently across markets.
In South East Asia, eggs are typically not washed to retain the protective barrier of the eggs, which can keep out bacteria and reduce spoilage risk. This is especially crucial in humid regions, where vendors display eggs in room temperatures for sale. Hawkers and street food vendors likewise leave their eggs in the open without refrigeration.
However, home cooks typically rinse eggs before use to remove impurities.
“The US and South East Asia have very different environments. It’s humid here, so washed eggs left at room temperature won’t keep as long because bacteria thrive in those conditions,” Ma said.
“Once eggs are washed, they need to be coated with oil or wax. In humid conditions, that coating can break down, which is why washing is less common in many Asian countries,” Ma said.
“Washing removes the egg’s natural protective layer, so another coating is needed. It also improves presentation by removing feathers and other impurities. But consumers need to understand that washed eggs should be refrigerated. Regardless of whether eggs are washed, chilling helps slow bacterial growth.”
Because U.S. shell eggs are washed and refrigerated as part of the U.S. handling system, they must remain refrigerated during transport and distribution.
“Because our eggs are shipped long distances, they are washed, sanitised and refrigerated under US food safety regulations. Washing removes impurities that could affect safety over time,” Metz said.
These additional handling and logistics requirements also affect pricing, meaning the imported US eggs will be higher. Ma said that the US eggs are positioned towards the premium end of the market, where foodservice establishments target customers who like premium foods and a variety of selections.
At the same time, demand and supply will also influence pricing.
“Egg prices depend on the supply and demand issues in the country. Currently, oil prices are up and down which will affect freight costs. At the moment it seems higher than our regional import costs,” Ma said.
He estimated that US eggs will cost around 20–30% more than regular eggs in Singapore.
That raises a practical question: why import U.S. shell eggs into Singapore when regional suppliers are already available?
Why import US eggs when we have local or regional supplies?
One reason is supply diversification. Adding another approved source can give Singapore more options when managing food supply and resilience.
“Having another country that can supply eggs is a plus for Singapore’s food resilience efforts. Many people support the SFA’s push to diversify food sources,” said Ma.
But market access is shaped by more than food-safety requirements. Trade conditions, including tariffs, can also affect the commercial case for importing food products.
“The tariffs won’t affect us as importers because they’re imposed on products entering the US. Overall, stronger trade ties between Singapore and the US are a good thing,” Ma added.
Metz similarly emphasised the importance of renewed trade ties, saying, “This is a significant moment. Singapore is a critical market for us, and we hope this renewed trade relationship will lead to even more partnerships in future.”
Metz added that US imports could also offer local consumers greater variety and traceability.
“We offer high safety standards, a range of production systems, and both brown and white eggs. That adds diversity and choice for Singapore consumers. We also offer full traceability. Every egg can be traced to when it was laid and the farm it came from, allowing us to quickly identify any issues,” Metz added.
Food safety and traceability have always been Singapore’s priority. Previously, US eggs did not meet Singapore’s labelling requirements, which led to a stop to US egg imports more than two decades ago.
Why import US eggs again after more than 20 years?
In the early 2000s, Singapore required imported shell eggs to carry a unique identifier code on each individual egg rather than the carton, a practice that was not standard among U.S. egg producers.
This has recently changed, with unstamped shell eggs allowed as long as the retail packaging bears the unique identifier code.
The market re-entry is already being followed by efforts to build longer-term demand. Eight U.S. egg producers travelled to Singapore in 2026 as part of a trade mission organised by USAPEEC and the American Egg Board, meeting importers, retailers, food manufacturers, foodservice operators and other local stakeholders.
“There’s a renewed interest in exports, and the current Trump administration has really worked with countries around the globe to try to open markets and reverse the trade deficit that’s out there,” said Greg Tyler, President and CEO, USA Poultry and Egg Export Council.
“Singapore has always been a valued US trading partner, and we want that relationship to continue. While the current trade environment is challenging, tariffs can sometimes bring trading partners to the negotiating table to resolve issues. We support fair trade and simply want the opportunity to compete on a level playing field.”
The case of eggs illustrates a broader challenge for food exporters – entering a new market is not simply a matter of finding consumers for an existing product. Producers also have to understand which attributes consumers associate with quality, how products are expected to be handled, and which regulatory requirements shape the route from farm to shelf.
