wild bird feeding it’s an even bigger opportunity than you thought!

Wild Bird Feeding

It’s an even BIGGER opportunity than It’s an even BIGGER opportunity than youyou thought! thought!

Lone Purple Martin Houses Out Front of Our Store

$29 Billion Market *

Growing 11% per Year**

*U.S. Fish & Wildlife**National Gardening Association

“The 1990s have brought people back to earth, back to their homes and back to their yards. Concern for the land, air and wildlife have people reevaluating what they spend their time and money doing. Providing food, water and shelter for birds in the garden is becoming a popular activity for many of these concerned people.”

NURSERY RETAILER MAGAZINE

Feed and Feeders Alone are a $3 Billion Dollar Opportunity

“Nearly as Big as Cat Food Business!”

Gifts, Books, Binoculars and Other

$26 Billion Dollars

Wild Bird Feeding by the Numbers40% of the U.S. population that feeds, protects and cares for wild birds – almost 100 million Americans.

42% of U.S. households that have bird feeders and/or bird houses in their yards.

29 Billion dollars total backyard nature category

7 The number of months on average that Americans feed wild birds.

4 out of every 10 consumers that shop for wild bird food and/or accessories.

3 Billion dollars of the wild bird food industry – nearly as large as the cat food business.

1 Bird watching/feeding- the fastest growing hobby in the United States and second only to gardening!

SOURCES: National Gardening Survey, 2001; U.S. Fish & Wildlife Survey

Wild Bird Category Since 1990

1990 2000

Number of Packages Purchased/ Yr.

3.3 12.4

Average Package Size

14.6 lbs 23 lbs

Growth of Wild Bird Feeding Category by Market Segment (Percentage)

SOURCE: Wild Bird Usage Study, Hull Research

010

2030

4050

6070

Sunflower Suet SpecialtyFoods

PremiumWild Bird

Food

Standard& PromoWild Bird

Food

Type of Food

19901999

Key Product Attributes Influencing the Bird Food Purchase Decision

SOURCE: Wild Bird Usage Study, Cramer-Krasselt, Hull Research

88

68

60

56

48

48

44

0 20 40 60 80 100

Birds Acceptance

Brand Availability

Quality

Price

Package Type

Freshness

Types of BirdsAttracted

Pro

du

ct A

ttri

bu

tes

% Who Purchase

Average Number of Feeders in Use per Bird Feeding Consumer

SOURCE: Wild Bird Usage Study, Cramer-Krasselt, Hull Research

None3%

Two28%

One25%

3 or more44%

Seasonal Wild Bird Food Sales

“89% of people who feed birds feed them year round.”SOURCE: A.C. Nielsen

Percent of Sales

25.24

25.65

24.32

24.79

23 24 25 26

Where Customers Shopped

SOURCE: National Gardening Survey, 2001

Grocery6%

Lawn & Garden

24%

Feed Stores

9%

Other11%

DIY21%

Mass Merchant

15%

Hardware14%