Donath Wild Bird Feed

Donath Wild Bird Feed

Donath Fly wild. Feed love.

With a contemporary look, a clear brand concept, and a future-proof strategy, the Donath brand positions itself in the market for year-round wild bird feeding. The traditional Donath brand is arguably the most stylish in the overall market, with a modern appeal. It is designed for the vibrancy of the retail landscape, whether in-store or online, making its home wherever the target audience prefers to make a purchase. With over 60 top-trend products in precise packaging sizes and backed by clever trading concepts, Donath ensures the design of the perfect trading concept for every channel. Always offering a range that reflects expertise.

Donath has a clear positioning and, therefore, a clear stance in brand management:

Premium quality positioned for the best possible animal acceptance because only the highest feed acceptance ensures joy in feeding and repeat purchases.Premium price positioned for the best possible yield for those who understand the distinction between margin and unit benefits.Premium brand positioned because brands always lead in the market. Brands not only provide guidance but also create markets.The target audience for the Donath brand includes all individuals whose hearts, mindset, and lifestyle are firmly anchored in active species and nature conservation. Fly wild. And those who actively contribute to bird protection through year-round feeding. Feed love.

What sets Donath apart is the high-quality insect fat. In the Donath Complete Mix and the Donath Energy Mix, for example, there is as much insect fat as approximately 3000 insects per 1 kg of feed. In addition to insect fat, the Energy Mix includes an extra portion of insects. Even our Balcony Mix is mixed with insect fat from about 1800 insects per 1 kg of feed.

Now that understanding and demand for year-round feeding are established almost everywhere, the Donath brand targets a younger, more stylish, premium-interested clientele. Thus, the Donath brand is suitable for both specialized stores and general retailers, emphasizing premium quality rather than price sensitivity. The Donath brand follows the shopping preferences of end consumers with the goal of premiumizing both the product and the shopping experience.

This works quite simply: Premium quality in retail makes the higher price tangible to customers. This creates a shared price range in specialized and general retail, raising profits on the sales floor.

Thinking outside the box: A mix of brands for wild bird feed? While still a novelty in this segment, it is already common in the pet food sector for dogs and cats. Despite being healthy pet food in a similar price range, there are several parallel premium brands. This indicates that it can make sense for retailers to carry parallel premium brands in the booming wild bird feed segment, strategically attracting potentially different customers to the retail channel. For example, younger, more stylish, or otherwise premium-oriented Donath target groups.

Targeted brand presentation means more targeted customer engagement. Remember: Not everyone has pets, but wild birds outside one's own window are certainly present.