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U.S. Equine Market, 3rd Edition

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U.S. Equine Market, 3rd Edition

This Packaged Facts report analyzes U.S. equine market trends during the 2012-2016period, overall and for two major categories: supplies (including feed) and services. An overall market forecast is provided for year 2020. The report examines the most important developments shaping the market and their implications, including internal and external market drivers, industry trends (legislation, marketing, new product development, etc.), competitive and retail channel trends, and trends in equine ownership. Although this report focuses on consumer-driven trends, it also analyzes trends across the entire equine industry to provide perspective and insight.


  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • Report Methodology
    • Market Trends
      • Equine Market Sales Continue Slide
      • U.S. Boasts More Than 10 Million Horses
      • Industry Becoming More Optimistic
    • Competitive Trends
      • The Competitive Landscape
      • The Major Marketers
      • Equine Pharmaceutical Companies
      • Equine Product Retailers
    • Marketing and New Product Trends
      • Marketing Trends
      • New Product Trends
      • Equine Services
    • Consumer Trends
      • Horse Ownership Trends
      • Horse Owners Ride for Pleasure
        • Table Primary Uses of Equids by Size of Operation, 2015
      • Trends in Horse Product Purchases
  • The Market
    • Introduction
      • Scope of Report
      • Report Methodology
    • Market Size and Composition
      • Equine Market Sales Continue Slide
        • Table U.S. Equine Market Sales, 2012, 2016, 2020 (millions)
      • Horse Owner Expenses
        • Table Average Equine Expenses in Loudon County, Virginia: 2013 (dollars)
    • The Horse Population
      • U.S. Boasts More Than 10 Million Horses
        • Table Horse Population, U.S. and World: 2008-2012 (in thousands and percent)
        • Table Global Horse Population, Countries with Populations Over One Million: 2014 (in thousands)
      • Horses by Type
        • Table Percent of Resident Horses by Breed and Region, May 2015
      • Horse Disciplines
    • Market Outlook
      • Industry Becoming More Optimistic as it Searches for Stability
      • Unwanted Horses
      • Equine Therapy
      • Environmental Impact of Equine Industry
      • Natural Horsemanship
    • Legislation
      • Soring Rules Released
      • Horse Transportation Safety Act
      • The Horseracing Integrity and Safety Act
      • Legislation Impacting Horse Slaughter
    • Looking Ahead
      • Horse Ownership Declines Stabilize
  • Competitive Trends
    • Introduction
      • The Competitive Landscape
      • Mergers and Acquisitions
    • The Major Marketers
      • Purina Mills (Land O'Lakes)
      • Cargill
      • Manna Pro
      • Farnam
      • Mars, Inc. and Buckeye
      • Kent Nutrition Group
        • Table Selected Marketers and Brands of Equine Products, 2016
    • Equine Pharmaceutical Companies
      • Overview
      • Zoetis
      • Boehringer Ingelheim / Merial
      • Merck Animal Health
      • Virbac
    • Equine Product Retailers
      • Horse Retailing Highly Fragmented
        • Table Share of U.S. Retail Sales of Pet Products Market by Channel, 2015 (percent)
      • SmartPak Equine
      • Dover Saddlery
      • Valley Vet Supply
      • Jeffers Pet
      • Tractor Supply Co.
      • TABcom
      • KBC Horse Supplies
      • Doctors Foster and Smith
      • Home Improvement Stores and Hardware Stores
  • Marketing & New Product Trends
    • Marketing Trends
      • Expert Advice
      • Customer Feedback and Participation
      • Guarantees
      • Humor
      • Ease of Use
      • Celebrity Endorsements
      • Human/Animal Bond
      • Performance
      • Sponsorships
      • Mobile Marketing
      • Local Radio
      • Social Responsibility
        • Table Level of Agreement with the Statement: "The participation by pet product retailers in pet welfare and rescue causes and events plays a significant role in where I buy pet products," 2014-2016 (percent)
        • Table Level of Agreement with the Statement: "The participation by pet product brands in pet welfare and rescue causes and events plays a significant role in which brands I buy," 2014-2016 (percent)
    • New Product Trends
      • New Feed Products
      • New Supplement and Feed Additive Products
      • Horse Health Care Products
      • Tack and Grooming Products
    • Equine Services
      • Veterinary Care
      • Farriers
      • Dental Care
      • Other Health Services
      • Equine Insurance
  • Consumer Trends
    • Horse Ownership Trends
      • Methodology and Data Sources
      • Pet Horse Ownership on Decline
      • Horse Owners Ride for Pleasure
        • Table Primary Uses of Equids by Size of Operation, 2015
      • USDA Finds Texas Has Highest Horse Population
        • Table Horse Population by State, 2007 vs. 2012 (number and percentage change)
        • Table Number of Farms with Horses in Residence by State, 2007 vs. 2012
    • Trends in Horse-Related Activities
      • Horseback Riding Holds Steady
        • Table Horseback Riding, Participated Last 12 Months, 2009-2016
        • Table Selected Demographics for Horseback Riding: Participated Last 12 Months, 2016 (percent and index)
    • Quarter Horse Show Participation Hits New Heights
      • Table Quarter Horse Shows, 2011-2015
      • Table American Paint Horse Shows, 2011-2015
      • Healthy Interest in Horse Racing
        • Table Horse Racing, Viewed Method, 2012-2016
        • Table Horse Racing Events Viewed Last 12 Months vs. Plan to Watch Next Year, 2012-2016 (percent)
        • Table Selected Demographics for Horse Racing: Attended vs. Viewed on TV, Last 12 Months, 2016 (index)
    • Trends in Horse Product Purchases
      • Veterinarians Are the Top Information Source
        • Table Top 10 Sources of Information for Horse Owners, 2010-2014 (percent)
      • Feed Leads Horse-Related Purchases
        • Table Horse Care Items Owned, Purchased and Plan to Purchase, 2012 vs. 2014 (percent)

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