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