Beachgoers are being asked to contact a local Bay of Plenty wildlife service if they see little blue penguins on the beach during the day time.

"We are seeing an influx of starving penguin chicks," says a Western Bay Wildlife Trust spokesperson on their Facebook page.

Kororā, known as little blue penguins, are rarely found on the beach or in exposed areas during the daytime. If you spot one, it might be sick or injured. 

"Please keep an eye out and if you spot a penguin on the beach during the day or in an odd place in Western Bay of Plenty call 0800 SICK PENGUIN."

By day little penguins are out at sea, fishing and feeding, or in their burrows roosting, moulting or tending eggs or chicks.

They are more likely to be seen in sheltered harbours and inlets where they may be spotted from a boat. They are rarely seen on land, and generally only come ashore under the cover of darkness.

The trust says it's important to keep people and dogs away from a penguin that is on the beach during the day time.

"If you can't reach us notify 0800 DOC HOT," says a WBWT spokesperson.

"Many thanks from the WBWT team for helping keep these little guys safe."