Wild bird sales are proving to be one of the beneficiaries of the current cold snap. Fat balls and suet treats have been selling especially well, which suggests consumers understand the need to give garden birds energy food in extreme weather.
Gardman said this week that overall sales of their wildbird care products in the first quarter had soared by 17 per cent compared with the same period last year. Energy suet products showed the highest growth. The significant increase in bird feed sales has also had a halo effect on feeder sales, which saw a 7.5% rise over last year.
The news followed a warning from the British Trust for Ornithology that the current cold snap could not have come at a worse time for birds. Natural foods are scarce, because seeds and fruits stores have been depleted over winter, while many insects are yet to appear, so more birds than ever are visiting gardens in search of a meal.
“With no indication of more seasonal temperatures any time soon, sales are likely to continue to remain buoyant in the immediate future so it’s an opportunity for garden centres and other retailers to ensure that they have in depth stocks of a good range of feeds and feeders, particularly high energy feed products,” says Jane Lawler, marketing director at Gardman.
And Rachael Dickinson, Senior Brand Manager at Westland, comments: “Westland witnessed an extremely strong start to the year for its wild bird care products.
"Our market first, bird care television advert campaign for Peckish was broadcast to more than 17 million consumers in January this year, delivering an impressive 143% monthly increase in Peckish sales, when compared to January 2012.
"Westland’s latest research has highlighted that 71% of the UK population either feed wild birds with food scraps (16%) or buy bird food (55%).
"Our aim is to therefore grow the category through both the Peckish and Nature's Feast's brands to make bird feeding more accessible for all consumers, from the novice through to the experienced.”
The GTN Bestsellers chart, which tracks garden centre epos sales every week, shows that wild bird care sales volumes were static last week – in reality, an encouraging sign during a period in which the weather slashed garden centre footfall.
Latest research from GfK reports that from January 2012 to January 2013, wild bird care product sales overall grew by 6.8 percent in value and 5.5 percent in volume.
Wild bird food accounted for 80 percent of total sales, with 20 percent for bird feeders and accessories. This increase can safely be attributed to the harsh winter. Some 40 percent of annual wild bird care sales value was seen in the four months from October 2012 to January 2013.
Although bird feeders and accessories accounted for only 20 percent of total sales, they achieved the highest value growth, , amounting to 21.8 percent. These latest positive figures for the total market come after a sales decline in the year from September 2011 to January 2012.
Richard Maden, GfK account manager said that this time last year the bird care category was reporting double digit value declines. “The category has now bounced back, with January 2013 reporting the best value figures within one month for over two years,” he added.
Latest GfK figures for February show the wild bird care total category (across bird food and feeders) up 3.9 percent compared to February 2012.
