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U.S. Equine Market, 2nd Edition


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U.S. Equine Market, 2nd Edition



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.

  • Executive Summary
    • Scope and Methodology
      • Scope of Report
      • Two Product Categories
      • Report Methodology
    • Market Trends
      • Equine Market Sales on the Decline
      • U.S. Home to More Than 10 Million Horses
      • An Industry in Decline
      • Unwanted Horses
      • Natural Horsemanship
    • Competitive Trends
      • The Competitive Landscape
      • The Major Marketers
      • Equine Pharmaceutical Companies
      • Equine Product Retailers
    • Marketing and New Product Trends
      • Marketing Trends
      • New Product Trends
      • New Supplements and Feed Additives
      • Horse Health Care Products
      • Equine Services
    • Consumer Trends
      • Horse Ownership Trends
      • Trends in Horse Product Purchases
  • The Market
    • Introduction
      • Scope of Report
      • Two Product Categories
      • A Note on the Hay Market
      • Report Methodology
      • Types of Domesticated Equines
      • Types of Horse Owners
    • Market Size and Composition
      • Equine Market Sales on the Decline
        • 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
      • Thoroughbreds
      • Other Horse Types
      • Horse Disciplines
    • Market Outlook
      • An Industry In Decline
      • The Increasing Cost of Ownership
      • Unwanted Horses
      • 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
      • Equine Therapy
      • Economic Impact of Equine Industry
      • Kentucky
        • Table Economic Impact of Kentucky Equine Industry, 2012
      • Virginia
      • New York
      • Oklahoma
        • Table Economic Impact of Oklahoma Equine Industry, 2012
      • Environmental Impact of Equine Industry
      • Natural Horsemanship
      • Natural Equine Products
    • Legislation
      • 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
    • Looking Ahead
      • Horse Ownership Reaches Plateau
      • Costs for Feed, Services Continue to Rise
      • Unwanted Horses Remain a Problem
      • Growing Interest in Natural Horse Products
  • Competitive Trends
    • Introduction
      • 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
      • Other Acquisitions
    • The Major Marketers
      • Land O'Lakes/Purina Mills
      • Cargill
      • Manna Pro
      • Farnam
      • MARS, Inc. and Buckeye
      • Kent/Blue Seal
        • Table Selected Marketers and Brands of Equine Products, 2014
    • Equine Pharmaceutical Companies
      • Overview
      • Zoetis
      • Merial (Sanofi)
      • Merck Animal Health
      • Other Companies
      • Novartis Animal Health
      • Virbac
    • 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
      • Jeffers Equine
      • Tractor Supply Co.
      • State Line Tack and Horse.com
      • KBC Horse Supplies
      • Doctors Foster and Smith
      • Mass Merchandisers and Pet Superstores
    • Social Responsibility
      • 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)
      • SmartPak Gives Back
      • Horse Health and Welfare
      • Supporting Breast Cancer Research
      • Environmental Awareness
      • Dynamite Specialty Products' Environmental Efforts
      • Manna Pro Leads by Example with Sustainability Practices
      • Seminole Supports the Horse Industry
      • Tractor Supply Company's Stewardship Program
  • Marketing and New Product Trends
    • Marketing Trends
      • Customer Feedback and Participation
      • Guaranteed Effectiveness
      • Celebrity Endorsements
      • A Way of Life
      • Human/Animal Bond
      • Performance
      • Value
      • Affiliation with Industry Organizations
    • New Product Trends
      • New Feed Products
      • Triple Crown TLC
      • Kent Nutrition Group Expands Dynasty Feed Line
      • Purina Hydration Hay
      • New Supplement and Feed Additive Products
      • HorsLic Free Choice Supplements
      • APC Introduces LIFELINE Performance Supplements
      • Horse Health Care Products
      • Joint Protection and Muscle Support
      • Other Horse Health Care
      • Tack and Grooming Products
    • Equine Services
      • Veterinary Care
      • The Role of the Equine Veterinarian
      • Changes in Deworming Practices
      • Visits to Veterinarians Decline
      • Rising Costs of Equine Veterinary Care
      • Farriers
      • Shoes vs. Barefoot
      • Dental Care
      • Other Health Services
      • Massage
      • Equine Acupuncture and Acupressure
      • Equine Chiropractic
      • Equine Insurance
  • Consumer Trends
    • Horse Ownership Trends
      • Methodology and Data Sources
      • Pet Horse Ownership on Decline
      • Pleasure/Trail Riding Most Popular Activity
        • Table Most Popular Uses of Horses by Horse Owners, 2009 vs. 2012
      • 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 Grows in Popularity
        • Table Horseback Riding, Participated Last 12 Months, 2009-2013
        • Table Selected Demographics for Horseback Riding: Participated Last 12 Months, 2013 (percent and index)
      • Quarter Horse Show Participation on the Rise
        • Table Quarter Horse Shows, 2009-2013
        • Table American Paint Horse Shows, 2009-2013
      • Interest in Horse Racing Remains Steady
        • Table Horse Racing, Viewed Last 12 Months, 2009-2013
        • Table Horse Racing Events Viewed Last 12 Months vs. Plan to Watch Next Year, 2009-2013 (percent)
        • Table Selected Demographics for Horse Racing: Attended vs. Viewed on TV, Last 12 Months, 2013 (index)
    • Trends in Horse Product Purchases
      • Horse Owners Trust Veterinarians for Information
        • Table Top 10 Sources of Information for Horse Owners, 2010 vs. 2012 (percent)
      • Feed Tops List of Horse-Related Purchases
        • Table Horse Care Items Owned, Purchased and Plan to Purchase, 2012 (percent)

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