GfK added that 2015 was a strong year for the bird care market, growing 15% in value compared to 2014.
With the recent variability of the weather, it seems that the market is more sensitive to brand and retailer activity than to weather conditions for the birds, said GfK. Growth in bird accessories accelerated (+27% value), as average price dropped by 20% in 2016 compared to last year.
The only month where accessories didn’t gain share this year was December – where share has historically been highest. Instead, accessories share peaked in October, while bird feeders grew in the December gifting period.
Within food, there has been significant growth within straights. In particular, dried mealworms increased in value by 20% and 16% in volume. Despite a price increase of the mealworm category, strong growth has been driven by price declines on key products.
Sunflower hearts supported straights growth (+8% value, 4% volume), as price declines on larger pack sizes may have influenced customers to trade up.