Table U.S. Equine Market Sales, 2009, 2013, 2017 (millions)
Horse Owner Expenses
Table Annual Expenditures of Horse Operations, Virginia: 2010 (dollars)
The Horse Population
U.S. Home to 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: 2012 (in thousands)
Horses by Type
American Quarter Horse
American Paint Horse
Other Horse Types
An Industry In Decline
The Increasing Cost of Ownership
Humane Society and Rescue Organizations Provide Alternatives
Wild Horse Population
Horses Remain a Beloved Part of U.S. Culture
The .horse Top-Level Domain
Horse-themed Radio Station
Horse-Focused Television Station
Economic Impact of Equine Industry
Table Economic Impact of Kentucky Equine Industry, 2012
Table Economic Impact of Oklahoma Equine Industry, 2012
Environmental Impact of Equine Industry
Natural Equine Products
Prevent All Soring Tactics Act Introduced
Horse Transportation Safety Act of 2013 Introduced
The Horseracing Integrity and Safety Act of 2013
Legislation Impacting Horse Slaughter
Horse Ownership Reaches Plateau
Costs for Feed, Services Continue to Rise
Unwanted Horses Remain a Problem
Growing Interest in Natural Horse Products
The Competitive Landscape
Mergers and Acquisitions
Cargill Acquires Provimi
Cargill Acquires Pennfield Feed Mills
Manna Pro Acquires Three Brands from Summit
Eli Lilly Acquires Novartis
Purina Animal Nutrition Partners with Science Supplements
Kent and Blue Seal Consolidate
The Major Marketers
Land O'Lakes/Purina Mills
MARS, Inc. and Buckeye
Table Selected Marketers and Brands of Equine Products, 2014
Equine Pharmaceutical Companies
Merck Animal Health
Novartis Animal Health
Equine Product Retailers
Little "One-Stop Shopping" in Equine Market
Table Share of U.S. Retail Sales of Pet Products Market by Channel, 2013 (percent)
Valley Vet Supply
Tractor Supply Co.
State Line Tack and Horse.com
KBC Horse Supplies
Doctors Foster and Smith
Mass Merchandisers and Pet Superstores
A Major Factor in the Broader Pet Market
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 (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 (percent)
It’s been a tough few years for the U.S. equine industry. The recession took its toll, and horse ownership levels dropped, causing a decline in the market for equine products (4% annually since 2009, Packaged Facts found).
But in our new report, U.S. Equine Market, 2nd Edition, Packaged Facts finds reasons for hope for the equine world. With the largest horse population of any country in the world, the U.S. (and in particular states such as Kentucky and Oklahoma) relies on the equine industry for a vital economic impact. Growing interest in natural horsemanship techniques and products, as well as continued R&D efforts to develop new feed and supplements targeting equine-specific health issues, are additional positive signs that the equine market has not disappeared. As the economy slowly recovers, things should be looking up for this industry.
U.S. Equine Market, 2nd Edition highlights strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. The report provides a comprehensive overview of the market, covering cross-market trends and opportunities through 2017 in both equine supplies and services. It thoroughly reviews competitive, new product and retail trends, as well as trends in equine owner demographics.
The report estimates the size and composition of this market and forecasts growth trends. It also tracks the major marketers participating in the equine market and provides a bird’s eye view of the major equine services. Highlights include the impact of the recession and economic recovery; recent mergers and acquisitions; advertising and promotional trends including cause marketing; green initiatives; specialty diet products; condition-specific feeds and supplements; and non-traditional equine services such as equine massage and acupuncture. Dozens of images of equine products and consumer ads are included.
SAMPLE INSIGHTS AND HIGHLIGHTS
Declines in horse ownership and the horse population have led to a sharp reduction in the amount spent on horses in the U.S. However, Packaged Facts believes that the market is approaching a new, more modest plateau, with the heavy declines of recent years moderating somewhat going forward. By our projections, sales will level out at $20.4 billion by 2017.
The supplies category accounts for 56% of all equine sales in 2013, with food accounting for the largest portion of that with 47% of the whole. Services accounts for 44% of sales, with non-veterinary services accounting for the majority, at 36% of the whole.
The United States, by far, accounts for the highest total number of horses globally, although the actual horse count varies among sources. The Food and Agricultural Organization of the United Nations (FAOSTAT) reports that the U.S. was home to over 10.2 million horses in 2012, up almost 8% from 2008, with small increases experienced each year of the period.
The cost of one of the largest equine-related expenses, feed, has risen dramatically due to soaring hay prices.
Among the major companies participating in the horse market, Farnam is unique in that its focus is on equine health products, rather than feed. Farnam, a wholly-owned subsidiary of Central Garden & Pet (CG&P), markets a huge variety of equine products, from fly repellents to surgical scrubs to wound dressings. CG&P posted sales of $1.7 billion in 2013, with a 2.7% decrease was due in large part to a $43 million drop in Pet Supplies sales, $13 million of which came from the Animal Health line of the business.
Horse owners are seldom able to enjoy “one-stop-shopping” when it comes to their horse care needs. Moreover, in the age of Internet shopping, online purchases are becoming more common, especially for specialty items that may be difficult to locate locally.
Studies have shown that equine therapy has been successful in helping patients show marked improvements in assertiveness, emotional awareness, problem-solving skills and social responsibility.
In January 2014, Spalding Labs launched a new 24-hour Internet radio station featuring western music, cowboy poetry, western swing, and expert horse care advice.
Senior horses, like senior dogs and cats, are a new product focus. Cargill added to its SafeChoice feed line-up with Nutrena SafeChoice Senior horse feed. SafeChoice Senior is an added-fat, controlled starch, complete feed formula, “ideal for senior horses and their unique needs.” Supplement specialist SmartPak introduced SmartCombo Senior Ultra Pellets provide comprehensive support to senior equines.
Among horse owners surveyed by the American Pet Products Association for its 2013-2014 APPA National Pet Owners Survey, data, feed stores/agricultural supply stores are the most popular outlet for purchasing most but not all types of horse supplies.
Despite the drop in horse-owning households, horseback riding as an activity has increased in popularity in the past five years. According to Simmons data, in 2013, 6.5% of those surveyed had ridden a horse in the past 12 months, up from 5.7% in 2009.
Major companies offering equine insurance include Equisure and Markel, the most visible advertiser in the equine insurance arena.
Search inside this report
Single User License
Departmental Site License (one location, 10 users)