18 May 2016 A Flying Start to the Season by Gardman
The wild bird care market, believed to be worth £320 million across all retail channels, has become a key sales category for garden centres over the last 10 years.
With a reported growth of 10% in 2015*, Gardman, the leading wild bird care brand, believes there is still massive potential for growth. Especially beyond the main winter season, as more consumers being to understand the benefits of feeding all year round and creating supportive garden habitats where nature can thrive.
Gardman has aggressive plans to grow the entire wild bird care category this season and is promising to put the strongest ever trade support behind these plans and the first steps to drive growth will be:
- A nationwide PR campaign to raise £200,000 for the Royal British Legion, by donating 50p for each Poppy Feeder and up to £1.50 for each pack of British Legion branded premium wild bird seed blend sold;
- The launch of over 100 new products that will make it easy for everyone to feed the birds;
- A range of products to target a new and family focused demographic.
Craig McIldoon, wild bird care Senior Category Manager at Gardman, believes that, via its strong strategic partnership with the British Trust of Ornithology, Gardman is able to clearly demonstrate its authority and passion for delivering quality bird care to the market place. He also said: “…through developing relationships with organisations such as the Royal British Legion, who share a core customer demographic, it will allow the Gardman wild bird care brand to have a wider appeal and also enable us to introduce new users to this category.”
* GFK panel data December 2015