U.S. Equine Market, 3rd Edition

Mar 14, 2017
164 Pages - Pub ID: LA15184170
Share this report
 
Online Download $3,300
Departmental Site License (one location, 10 users) $4,950
Global Site License $6,600
U.S. Equine Market, 3rd Edition

Despite renewed interest in horses spurred on by some historic horse racing in the last few years, the U.S. equine industry continues its decline. Horse ownership levels dropped and with fewer new foal registrations every year, the industry is looking at fewer horses to feed and care for in the years ahead. But the industry remains optimistic and appears to believe that the worst is behind it.

U.S. Equine Market, 3rd 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 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; 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.
CHAPTER 1: EXECUTIVE SUMMARY
SCOPE AND METHODOLOGY
Scope of Report
Report Methodology
MARKET TRENDS
Equine Market Sales Continue Slide
Figure 1-1 Share of Equine Market Sales by Category and Segment, 2016 (percent)
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
Figure 1-2 Pet Ownership vs. Horse Ownership as Percentage of U.S. Households, 2004-2014
(percent)
Horse Owners Ride for Pleasure
Table 1-1 Primary Uses of Equids by Size of Operation, 2015
Trends in Horse Product Purchases
CHAPTER 2: THE MARKET
INTRODUCTION
Scope of Report
Report Methodology
MARKET SIZE AND COMPOSITION
Equine Market Sales Continue Slide
Table 2-1 U.S. Equine Market Sales, 2012, 2016, 2020 (millions)
Figure 2-1 Share of Equine Market Sales by Category and Segment, 2016 (percent)
Horse Owner Expenses
Table 2-2 Average Equine Expenses in Loudon County, Virginia: 2013 (dollars)
THE HORSE POPULATION
U.S. Boasts More Than 10 Million Horses
Table 2-3 Horse Population, U.S. and World: 2008-2012 (in thousands and percent)
Table 2-4 Global Horse Population, Countries with Populations Over One Million: 2014
(in thousands)
Horses by Type
Table 2-5 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
Illustration 2-1 A Home for Every Horse Ad
Illustration 2-2 Bureau of Land Management Infographic
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
CHAPTER 3: COMPETITIVE TRENDS
INTRODUCTION
The Competitive Landscape
Mergers and Acquisitions
THE MAJOR MARKETERS
Purina Mills (Land O’Lakes)
Illustration 3-1 Purina Mills’ “Animals Speak Louder Than Words” Campaign
Cargill
Manna Pro
Farnam
Illustration 3-2 Farnam’s Horseshoer’s Secret Ad
Mars, Inc. and Buckeye
Kent Nutrition Group
Table 3-1 Selected Marketers and Brands of Equine Products, 2016
EQUINE PHARMACEUTICAL COMPANIES
Overview
Zoetis
Boehringer Ingelheim / Merial
Illustration 3-3 Boehringer Ingelheim’s IDPPID.com Website
Merck Animal Health
Virbac
EQUINE PRODUCT RETAILERS
Horse Retailing Highly Fragmented
Table 3-2 Share of U.S. Retail Sales of Pet Products Market by Channel, 2015 (percent)
SmartPak Equine
Illustration 3-4 SmartPak Content Marketing
Dover Saddlery
Illustration 3-5 Dover Saddlery Grand Opening Sign
Valley Vet Supply
Illustration 3-6 Valley Vet Supply Website
Jeffers Pet
Illustration 3-7 Jeffers Equine Christmas Promotion on Facebook
Tractor Supply Co.
TABcom
Illustration 3-8
Search Ad for State Line Tack
KBC Horse Supplies
Illustration 3-9 KBC Brand Products
Doctors Foster and Smith
Illustration 3-10 Horses Education Center on Drs. Foster and Smith Website
Home Improvement Stores and Hardware Stores
Illustration 3-11 Horse Ad for Karsten’s Ace Hardware
CHAPTER 4: MARKETING & NEW PRODUCT TRENDS
MARKETING TRENDS
Expert Advice
Illustration 4-1 GLC Website Testimonial
Illustration 4-2 Purina’s Equine Experts
Illustration 4-3 SmartPak’s “Ask the Vet!” Videos
Customer Feedback and Participation
Illustration 4-4 Finish Line’s Five Star Ratings
Illustration 4-5 Med Vet Pharmaceutical’s Customer Testimonial
Illustration 4-6 SmartPak’s Med Vet Pharmaceutical’s Customer Testimonial
Guarantees
Illustration 4-7 Arenus Colic Assurance Program
Humor
Illustration 4-8 Smartpak’s “If Horses Were People” Videos
Illustration 4-9 Zoetis Ad for Quest
Ease of Use
Illustration 4-10 Zoetis Ad for Dormosedan Gel
Illustration 4-11 All Natural Majesty’s Easy-to-Use Wafer
Celebrity Endorsements
Illustration 4-12 Purina’s Ambassador List
Illustration 4-13 GLC and Gary Stevens
Illustration 4-14 Omega Alpha Ambassador Megan Lane
Human/Animal Bond
Illustration 4-15 Farnam Print Ad Spread
Performance
Illustration 4-16 Print Ads for Calf-Manna
Illustration 4-17 Hallway Feeds Ad “Powering the World’s Richest Race”
Sponsorships
Illustration 4-18 Arenus Sponsorship
Illustration 4-19 Notice for Grand Opening of The Tractor Supply Co. Arena
Mobile Marketing
Illustration 4-20 Horse & Rider Horsepower Pursuit Trivia Game
Illustration 4-21 Zoetis’ EQStable App
Illustration 4-22 Merial’s Ride to Win App
Local Radio
Illustration 4-23 Live Radio Remote Event from Blue Seal
Social Responsibility
Table 4-1 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 4-2 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)
Illustration 4-24 Purina “For a Horse Named Sam” Video
Illustration 4-25 Horse.com’s Sponsorship of Rescue Horse
Illustration 4-26 Horse.com’s Sponsorship of Rescue Horse
NEW PRODUCT TRENDS
New Feed Products
Illustration 4-27 Print Ad for Purina Equine Senior Horse Feed with ActivAge
Illustration 4-28 Buckeye Ad Introducing New Packaging
Illustration 4-29 DuMor’s Expanded Horse Feed Line
Illustration 4-30 New Blue Seal Inspire Line
Illustration 4-31 Triple Crown Naturals
Illustration 4-32 Ad for Nutrena Topline Balance
New Supplement and Feed Additive Products
Illustration 4-33 Manna Pro’s Nurse All Multi Species with Opti-Gut
Illustration 4-34 SmartPak SmartSalt Pellets
Illustration 4-35 HorseTech Respire
Illustration 4-36 Formula 707 Horse Logic
Horse Health Care Products
Illustration 4-37 Finish Line Willowcin-X
Illustration 4-38 Farnam’s PuriShield Wound Care
Illustration 4-39 MannaPro’s Theracyn Pink Eye Spray
Illustration 4-40 PonyUp’s VetCheq System
Tack and Grooming Products
Illustration 4-41 SmartPak’s OutSmart Fly Spray
Illustration 4-42 WeatherBeeta’s ComFiTec Turnout Blanket
Illustration 4-43 ThinLine’s GatorBootz
Illustration 4-44 Standlee Horse Fresh Bedding Enhancer
EQUINE SERVICES
Veterinary Care
Farriers
Dental Care
Other Health Services
Equine Insurance
CHAPTER 5: CONSUMER TRENDS
HORSE OWNERSHIP TRENDS
Methodology and Data Sources
Pet Horse Ownership on Decline
Figure 5-1 Pet Ownership vs. Horse Ownership as Percentage of U.S. Households, 2004-2014(percent)
Horse Owners Ride for Pleasure
Table 5-1 Primary Uses of Equids by Size of Operation, 2015
USDA Finds Texas Has Highest Horse Population
Table 5-2 Horse Population by State, 2007 vs. 2012 (number and percentage change)
Figure 5-2 Percentage Share of Horse Population by State, 2012
Table 5-3 Number of Farms with Horses in Residence by State, 2007 vs. 2012
Figure 5-3 Percentage Share of Farms with Horses in Residence by State, 2012
TRENDS IN HORSE-RELATED ACTIVITIES
Horseback Riding Holds Steady
Table 5-4 Horseback Riding, Participated Last 12 Months, 2009-2016
Table 5-5 Selected Demographics for Horseback Riding: Participated Last 12 Months, 2016 (percent
and index)
QUARTER HORSE SHOW PARTICIPATION HITS NEW HEIGHTS
Table 5-6 Quarter Horse Shows, 2011-2015
Table 5-7 American Paint Horse Shows, 2011-2015
Healthy Interest in Horse Racing
Table 5-8 Horse Racing, Viewed Method, 2012-2016
Table 5-9 Horse Racing Events Viewed Last 12 Months vs. Plan to Watch Next Year, 2012-2016(percent)
Table 5-10 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 5-11 Top 10 Sources of Information for Horse Owners, 2010-2014 (percent)
Feed Leads Horse-Related Purchases
Table 5-12 Horse Care Items Owned, Purchased and Plan to Purchase, 2012 vs. 2014 (percent)
Figure 5-4 Share of Horse Owners Purchasing Food Types in the Past 12 Months, 2012 vs. 2014(percent)

In this report, {{keyword[keywordTextProperty]}} appears {{keyword[keywordCountProperty]}} times. {{searchResults.STATRESULT.SUMMARY.KW[keywordTextProperty]}} appears {{searchResults.STATRESULT.SUMMARY.KW[keywordCountProperty]}} times.

We were unable to search inside this report.

Search for an exact word or phrase by placing the word or phrase in quotation marks ("market trend"). Search for different versions or tenses of a word by placing an asterisk at the end of the word (pharma*).

Please note that your term must be at least three characters long and numbers will be blocked by the # sign.