Abstract
There are approximately 10.5 million equines in the United States, which are
used primarily for recreation and entertainment. These horses are responsible
for generating over $40 billion per year in spending.
In this one-of-a-kind report, we examine:
- The Horses: The life of a horse (and the amount of money spent on it) is
dramatically different based upon its function. Unlike the majority of dogs
and cats, only 7 million of the nation' s 10.5 million horses are considered
"pets" or companion animals. This report is the first to dissect the horse
population by function, and examine each segment individually.
- The People: This report scrutinizes horse owners by riding discipline, so
that readers can make informed decisions about advertising and marketing based
upon the specific demographics of horse owners. However, in many cases the
owner is not the person making feeding and care decision, rather it is the
trainer or boarding facility manager. This report explains how marketers can
understand and influence these key decision makers.
Equines, regardless of their use and value, have basic ongoing needs and often
require special services, which we explore in The U.S. Equine Market: Feed,
Health Care and Services for Horses:
- The report examines the top health products companies, as well as
second-tier companies. It also takes a look at two significant product
categories - de-worming and ulcer prevention & treatment. Two of the leading
parasitologists in the world offer their opinions on what is now considered to
be the most critical issue facing horse owners, caretakers, and marketers:
ineffective parasite-control products.
Equine feeding is examined, starting with the two market leaders, Purina and
Nutrena, and then delving into the regional feed mills. This report also
examines hay and hay replacement products and their impact on the shrinking
grain concentrates market. Opinions from leading equine nutritionists on
equine feeding, including supplements, forage, and concentrates are included.
Largely unregulated, equine services range from necessary (vaccines and hoof
care) to frivolous (acupuncture, massage, chiropractic). Other services, such
as equine dentistry, are rapidly becoming mainstream as more owners and
trainers recognize the importance of proper toothcare in horses.
Current and future trends are analyzed, with an eye on the current economic
situation. With each horse costing upwards of $2,000 per year, on average, to
maintain, The U.S. Equine Market: Feed, Health Care and Services for Horses
addresses what impact the sagging economy will have upon the equine market,
and what strategies marketers can employ to retain, if not expand, their
market shares.
Report Methodology
The information contained in this report was obtained from primary and
secondary research spanning nine months. Primary research entailed interviews
with market participants and knowledgeable observers in the various segments,
as well as interviews with the major (and minor) breed associations and over a
dozen rider associations. Packaged Facts also visited feed stores and went to
equine events sponsored by healthcare and feed companies. We interviewed
equine veterinarians, farriers, dentists, and massage therapists. We even
interviewed a couple of horse transporters. We spoke to clinicians, barn
managers, trainers, agriculture inspectors, the USDA and agricultural
departments on the state level. We even interviewed plant managers at feed
mills. In total, almost 100 telephone and in-person interviews were conducted.
Secondary research included information- and data-gathering from relevant
consumer business and trade publications including: The Horse,
Horse-Journal.com, Feedstuffs, Tack ' n Togs, EQUUS, Practical Horseman, Horse
& Rider, Horse Illustrated, Western Horseman, Natural Horse, Equine Wellness,
Stable Management, Hay and Forage Grower, GrainNet, Feed Management,
AllAboutFeed.net, Veterinary Practice News, DVM News, Journal of Veterinary
Science, Veterinary Forum, and JAVMA. New product announcements and
advertising were of exceptional interest, and readership poll data from online
subscribers to The Horse proved to be invaluable as an up-to-the-minute
barometer on equine caregivers' opinions and practices.
We obtained direct-mail pieces from equine veterinarians in an effort to
determine what company is mailing what. Extensive reviews of companies'
websites and marketing materials were conducted in order to compile product
information.
This report also includes 2009-2010 National Pet Owners Survey data made
available to Packaged Facts on an exclusive basis by the American Pet Products
Association (formerly the American Pet Products Manufacturers Association,
prior to its name change in 2008). The 2009-2010 National Pet Owners' Survey
was expanded to include 280 statistically relevant in-depth interviews with
horse owners across the United States. It is the most current and up-to-date
survey of its kind, and a must-have for any company involved in equine
products and marketing. Brakke Consulting and Fountain AgriCounsel LLC also
provided valuable information for use in this report.
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