As consumer interest in nature-friendly gardens continues to grow, leading bird food manufacturer Johnston & Jeff believes independent pet retailers are uniquely positioned to benefit from the expanding garden wildlife market.
Traditionally, wild bird feeding has been one of the most established categories within the pet trade. However, today’s consumers are increasingly looking beyond birds and seeking ways to support a wider range of garden wildlife, including hedgehogs, squirrels, insects and pollinators.
According to Johnston & Jeff, this shift presents a significant opportunity for retailers to expand their offering and increase basket spend through a more holistic approach to wildlife care.
Richard Johnston, Managing Director of Johnston & Jeff, said,
“Customers are becoming more engaged with the natural world around them. Many people who begin by feeding garden birds soon become interested in supporting other wildlife species as well. Retailers who recognise this trend can create a more complete wildlife destination within their stores.”
The company has seen growing demand for products that support multiple species and habitats, including hedgehogs and squirrels, reflecting a broader consumer interest in biodiversity and conservation. This trend has been particularly noticeable among younger homeowners and families who view their gardens as important spaces for wildlife.
Johnston & Jeff believes independent retailers are especially well placed to capitalise on this growth thanks to their ability to provide expert advice and tailored product recommendations.
Rather than viewing wildlife products as separate categories, the company recommends merchandising bird food, feeders, hedgehog food, nesting products and habitat solutions together to create a stronger customer proposition.
“The opportunity extends far beyond simply selling bird seed,” adds Johnston. “Retailers can help customers create thriving wildlife environments while also driving repeat visits and increased spend throughout the year.”
As public awareness of biodiversity challenges continues to rise, Johnston & Jeff expects the garden wildlife category to become an increasingly important growth area for the pet trade over the coming years.