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.
Table of Contents
Chapter 1: Executive Summary
- Scope of Report
- Report Methodology
Introduction
- History of the Horse
- A $100 Billion Impact in 2003
- In 2008, the Perfect Storm began
- Growth Projection to 9.3 Million Horses in 2010
- Where the Opportunities Lie
- Sources of Information for Equine Owners
- Figure 1-1: Information Sources
The Feed Marketers
- Figure 1-2: Company Shares of the Equine Grain and Concentrates Segment of
the Feed Market, 2009
- Regional Mills: A Force to be Reckoned With
- Figure 1-3: Locations of Regional Feed Companies in North America
- Where Hay Fits in
- Supplements Also Face Harsh Criticism
- Hay: The New Competition
Equine Health Marketers Face Similar Competitive Threats as Feed
- Table 1-1: Growth Rates, by Company, 2007-2008
- Colic and GI Issues Number One Concern Among Horse Owners
- De-Worming Products
- Figure 1-4: Leading Equine Health and Nutrition Products Purchased at
Retail, 2007
- Brakes put on Deworming Market Growth
- Competition from "Natural" Worming Products
- The Ulcer Treatment Category also faces intense Competition from Natural
Products as well as Alfalfa Hay
- Antacids
- Herbs Heal Ulcers
- Generic Omeprazole
- Alfalfa hay: Simple and Inexpensive Ulcer Protection
- The Health Care Competitive Landscape
- Table 1-2: Post-Merger Sales, Based Upon 2008 Sales (in $ millions)
- The Middlemen: Veterinary Supply Companies Servicing Equine Veterinarians
- Table 1-3: Veterinary Supply Companies, Ranked by Revenues, 2008-2009
- Equine Services, a $13 Billion-Plus Market
- Figure 1-5: Equine Services, Shown as Shares of Total Services Category,
2009
- Over 40% of horse owners rely on their vet for health information
- Farriers, and Other Hoof Care Professionals, are Often Overlooked by
Marketers
- Dental Care Becoming Routine
- Table 1-4: Poll: "How often do you have your horse' s teeth floated?"
- Horse Trainers: Key Influencers
- The Economy
- Horse Supply and Demand
- There is Some Good News
- Opportunities in repair of large-ticket items
- Figure 1-6: New Horse Trailer Purchase Plans, Poll: "Will you purchase a
new horse trailer in the next year?"
- Horsemanship is a Lifestyle
Chapter 2: The Horse Population
- Introduction
- The Equine Population in the US: 7.3 Million are Considered Pets
- Figure 2-1: Number of Horses and Ponies in the United States, Inventory,
2002
- Figure 2-2: Number of Horses and Ponies in the United States, Inventory,
2007
- Between 10 and 13 Million Horses in the United States
- The Perfect Storm
- 40% of Respondents Reduced their herds in 2008
- Growth Projections
- Figure 2-3: U.S. Horse Population Growth, 1985-2012E (in millions)
- State-by-State Analysis
- Texas: Almost One Million Horses
- Texas Horse Incentive Fund Bill Signed by Texas Governor
- California: 0ver 700,000 Horses
- Florida: 500,000 Equines and Growing
- Table 2-1: Top Three States' Equine Population Growth, 2003-2009
- Other Key States: Oklahoma, Kentucky, Ohio, and Missouri
- Table 2-2: Breeding Statistics, by State, 2007
- Horses, by Use
- Table 2-3: U.S. Horse Population, by Use (in millions)
- Figure 2-4: Horse Population, by Use, 2009 (as a percent of total)
- How are Horses Used?
- Horse Population, by Breed
- Quarter Horses: America' s Choice
- Figure 2-5: Quarter Horse Registrations, 2003, 2007, 2008, 2012E Racing
Thoroughbred Headcount Overstated by 100%
- Health of the Thoroughbred Industry
- Figure 2-6: Thoroughbred, Price Per Yearling, 1998-2008
- Table 2-4: Average/Median Price Per Yearling, 1990-2008
- 2009 Foal Crop lowest since 1997
- Figure 2-7: Annual North American Registered Thoroughbred Foal Crop,
1999-2009
- The American Paint Horse: New registrations decrease by 45%
- Still, there are about 600,000 Paint Horses in the U.S.
- Figure 2-8: Paint Horse Registrations, 2003, 2007, 2008, 2012E
- Figure 2-9: U.S. Horse Population, by Breed, 2009 (percent and in
millions)
- Data Discrepancies Abound
- Figure 2-10: Horse Ownership, Types of Horses Owned (% of total mentions)
- "Other" Horses Comprise About 40% of the US Population
- Gaited Horses: One million horses, and 35 different breeds
- Mustangs
- Growth Despite Lower Registrations
- Boutique Horses are a Viable Marketing Opportunity
- Where are All These Horses Kept?
- Figure 2-11: Horse Boarding vs. Keeping at Home, 2006
- Unwanted Horse Coalition Survey: Over 20,000 interviews with Horse
Owners!
- Horses and acreage
- Table 2-5: Poll: "How many acres are there where your horse lives?"
- Figure 2-12: Horse Acreage
Chapter 3: Horse Owners and Caretakers
- The American Horse owner
- She' s 47 and Married and Owns a Single-Family Home
- Figure 3-1: Income Level of Horse Owning Households
- 3.9 Million Households Owned Horses in 2008
- Figure 3-2: Trended Pet Ownership as a Percent of the U.S. Household
Population
- Figure 3-3: Number of U.S. Households That Own a Pet versus the Number
of U.S. Households That Own Equine (in millions)
- Figure 3-4: Number of Horses Owned by Tenure, Presence of Children,
Primary Product Purchaser
- Figure 3-5: Horse Ownership
- Horse owners by Segment
- Professional Owners
- Recreational horse owners
- Figure 3-6: Number of Events Participated in During the Past 12 Months
- Casual and Intensive Recreational Owners
- Figure 3-7: The Equine Market Segment Overview
- Horse owners by Discipline
- Western Disciplines
- Reining: Interest and Spending Surges: What Recession?
- Roping
- Roper Demographics
- Figure 3-8: Demographics of USTRC Team Ropers, by Age and Gender
Characteristics (percent)
- Figure 3-9: The Stereotypical USTRC Team Roper
- Barrel Racing
- Barrel Racer demographics
- Cutting
- Cutter Demographics
- Team Penning
- Team Penner Demographics
- Ranch versatility events
- Trail Riding: The largest number of participants!
- Trail Riding is family-oriented, and often FREE
- Trail Rider Demographics
- What About Endurance Riding?
- English Disciplines
- Dressage
- Dressage Rider Demographics
- Eventing
- Eventer Demographics
- Hunters and Jumpers
- Natural Horsemanship
- Sources of Information for Equine Owners
- Figure 3-10: Information Sources
- RFD-TV: 9.4 Million Weekly Adult Impressions
Chapter 4: Equine Feed Products and Companies
- A $9 Billion Industry
- Feeding Defined
- No Grains or Concentrates
- The Costs of Feeding Horses
- Figure 4-1: Dollars Spent Feeding Horses in the United States, 2008-2009
- Equine Feeding, One of the Top Two Annual Expenses
- Figure 4-2: Items Currently Owned, Amount Spent for Items in the Past 12
Months
- The Companies Don' t Divulge Information
- Figure 4-3: Company Shares of the Equine Grain and Concentrates Segment
of the Feed Market, 2009
- Table 4-1: Two Industry Leaders, at a Glance
Florida Market Analysis
- Top Five Companies Control 75% of Florida' s Market
- Table 4-2: Volume Share of Equine Feed in Florida Market, by
Manufacturer, 2008
- Figure 4-4: Volume Share of Equine Feed in Florida, 2008
The Producers
Land O' Lakes Purina Feed
- The Acquisition in 2001
- History
- The Parent, Land O' Lakes
- Figure 4-5: Land O' Lakes Revenue, by Segment, 2008 (in $ billions)
- Feed Segment Reorganized in 2008
- Feed Mills Operating Below Capacity in 2008
- The Products and Brands
- Feed Division (LOL/Purina) Financials
- Table 4-3: Purina (Land O' Lakes Feed Division) Net Sales, 2004-2009E (in
$ millions)
- Figure 4-6: Purina (Land O' Lakes Feed Division) Revenue, 2004-2009 (in
$ billions)
- 2009 Outlook for Land O' Lakes and Purina
- Sales Suffering at Land O' Lakes, but 2009 Earnings up 35%
- Purina Mills Horse Business Group
- Purina is About Education
- Purina Market Share Steady
- Purina Mills Products and Brands: Strategy remains Purina' s #1 Product
- Strategic Strategy Ads
- Horseman' s Edge # 2
- Equine Senior: #1 in Senior Feed
- Ultium: Breakfast of Champions
- Purina offers Free Feeding Trial for One Horse
- New Product Line: WellSolve
- Competition to WellSolve
- A note about the Research for WellSolve L/S and Special Needs Horses
- About One Half of Purina Dealers Stock WellSolve
- Price is Top of the Line
- Unique Full Scoop Formula for Weight Control
- Marketing WellSolve to Veterinarians
- Production and Distribution
- The Role of the 850 Local Cooperatives
- Sales, Marketing and Advertising
- Research and Development: Over $13 million Spent in 2008
- Competition, According to Purina
- Farnam Platform: Made by Purina
- Farnam Platform and Tractor Supply
- Platform: Uphill Battle
- Two-Stop Shopping
Cargill
- Cargill and Nutrena, a Rich History of Acquisitions
- Cargill Financials
- Table 4-4: Cargill Finances at a Glance
- Cargill is the Largest Privately Held Company in the United States
- Closing Feed Plants
- Products and Brands
- Nutrena is the Brand Leader in Equine Feed in the United States
- Nutrena SafeChoice: Competes with WellSolve L/S at half the price
- Nutrena LiteBalance Competes with WellSolve W/C at half the price
- EnergX: Revolutionary Oat-Replacement Product
- Figure 4-7: Glycemic Index When Fed at Equal Energy Levels
- Cargill' s Other Brands: ACCO, Agway, Prime Quality
- Sales and Marketing
- Team Nutrena
- Nutrena Partners With Chris Cox in 2009
- Nutrena R&D, not exclusively equine
- Nutrena' s Focus is Nutrients not Ingredients
- Do ingredients REALLY matter?
- Take Home Message to Equine Feed Consumers: Buyer Beware
- Nutrena Targets Horse Owners Concerned About Safety
- Nutrena' s Competition
Second-Tier Companies Battle for Market Position Behind Purina and Nutrena
Manna Pro and Walmart
- The Company
- Calf-Manna: Not Just for Calves
- Manufacturing and Distribution
- Equine Product Line
Mars, Inc.
- Buckeye
- Seminole Feed, Mars Horsecare team up
- Major Marketing Push in the United States
- Three Senior Feeds from Buckeye
- Hay Replacement Products
- Doane Petcare Purchase
Cavalor: New Feed Introduced in the United States
- The Products
- Ultium' s New Rival is Cavalor
Regional Mills: National Influence
- Over 100 Different Brands Recommended by Veterinarians
- Figure 4-8: Locations of Regional Feed Companies in North America
The Southeast Market
- Seminole: A Regional Company with National Reputation
- The Products
- Retail Store Personnel "SOLD" on Seminole
- National Expansion and Public Offering?
- OBS: Ocala Breeders' Supply Snares 11% of the Florida Market
- Southern States, a Virginia-based Farmers' Cooperative
- Growth Via Acquisitions
- Southern States' Equine Focus
- Products and Brands
- Legends is the #1 Southern States Brand
- Southern States Offers "No Cost Feeding Trials"
- Southern States Partners with Triple Crown
- Senior Feed, #3 in Veterinarian Survey
- Triple Crown Educates Consumers about Companies Using "Least Cost
Formulation"
- Regional Companies Own Ohio
- Kalmbach Feeds, since 1963, Upper Sandusky, OH
- Tiz Whiz
- TDI: Another Ohio-based Premium equine feed company that uses a Fixed
Formula
- Pennfield Equine Feed Technologies: Premium Fixed-Formula
- Kentucky Equine Research
- Focus on Nutrition of the Performance Horse
Distribution
- Tractor Supply
- Figure 4-9: Tractor Supply 2008 Segments, as Percent of Total Sales
- Vendors and Distribution Network
Growth Opportunities for Feed Companies: Equine Disorders and Diseases
- Obese/Overweight Horses: As high as 51%
- Natural Grazing vs. Overfeeding, Which is the Culprit
- Insulin-Resistant Horses
- Equine Polysaccharide Storage Myopathy (EPSM)
- Feed Grass (or hay), as nature intended
- Explosion in New Feed Choices
- Throwing Supplements Away
- Figure 4-10: Share of U.S. Retail Sales of Pet Supplements and
Nutraceutical Treats by Animal Type, 2004 vs. 2007 (percent)
- Figure 4-11: Share of U.S. Retail Sales by Animal Type and Category: Pet
Supplements vs. Nutraceutical Treats, 2007 (percent)
- Figure 4-12: Form of Horse Supplements Usually Used
Hay and Pasture: The Basics are Back
- Hay Production
- U.S. Hay Harvest and Production, 2008
- Many Middlemen Involved
- What else is known about Hay?
- What stable hay prices mean for equine feed companies
- Beyond 2009
Feed Stagnant, At Least for Now
Chapter 5: Equine Health Products and Companies
- Table 5-1: Post-Merger Sales, Based Upon 2008 Sales (in $ millions)
- Pre-and Post-Merger Market Shares
- Figure 5-1: Pre-Merger Worldwide Market Shares
- Figure 5-2: Post-Merger WW Market Shares
The New #1, Worldwide: Merck
- The Merger
- Merial: Steady Sales and Salesforce Structure
- Steady sales growth
- Salesforce Overlap
- Animal Care Just a Small Portion of Merck Business
- Figure 5-3: Merck Revenues, Post Merger
- Merial' s Rabies Vaccine # 1 Worldwide
- Consistently Steady Sales Growth
- Table 5-2: Merial Sales Growth (in $ billions)
- Figure 5-4: Merial Sales Growth (in $ billions)
- UlcerGard and GastroGard
- Over 90% of racehorses have Gastric Ulcers
- Despite education, horse owners are not that concerned with Equine
Ulcers!
- Unpublicized Facts about Equine Ulcers
- Free Scoping to Market UlcerGard
- More Merial Marketing
- Selling Prevention instead of a Cure
- UlcerGard Ad Campaign: Stay on Guard
- Non-prescription Competition for Ulcer Prevention
- Antacids
- Herbs Heal Ulcers
- Generic Omeprazole
- Alfalfa hay: Simple and Inexpensive Ulcer Protection
- Figure 5-5: How Buffering Capacity of Alfalfa Hay Helps Reduce and
Prevent Gastric Ulcers
- New Fecal Blood Test Now Available to diagnose ulcers
- Equioxx: Merial' s Breakthrough in Equine Pain Relief
- Why Does Equioxx Work without Causing Ulcers?
- Marketing Equioxx to AQHA Members who Train and Show
- Injectible Equioxx Debut
- Colic and GI Issues Number One Concern Among Horse Owners
- Merial Vaccine Marketing to Vets
- Merial' s Zimecterin-brand Wormer # 1 Choice
- Merial' s Other Wormer Brands
- Merial offers New Satisfaction Guarantee
- But Renowned Parasite Experts Disagree
Intervet/Schering-Plough Animal Health: Worldwide Market Leader in Animal Health
- Table 5-3: Growth Rates, by Company, 2007-2008
- Intervet: Pioneer in Vaccines
- Intervet: Pioneer in Customer Education
- Banamine, #1 in Brand Awareness in Pain Relief
- Safe Niche in Wormers, for now
- Marketing
- Over 50% of health-conscious horse owners administer their own vaccinations
Pfizer and Fort Dodge
- Fort Dodge
- Pfizer
- Fort Dodge: Brand Leader in Vaccines
- West Nile Innovator # 1 West Nile Vaccine
- Is West Nile Still A Serious Health Threat to Horses?
- The Mosquito Shot and the AQHA
- Worming Products Quest and Quest Plus
- Marketing and Parasite Resistance
- Dewormers are the Leading Health and Nutrition Product Purchased at Retail
- Figure 5-6: Leading Equine Health and Nutrition Products Purchased at
Retail, 2007
- Brakes put on Deworming Market Growth
- Rotation vs. Education
- Competition from "Natural" Worming Products
- DE: Hype or Serious threat to "profitable poisons"?
- New Product Development
- X-Pel Natural Wormer: The Future of Equine Parasite Control?
- New Product from Turkey
- Patent has expired on Duddingtonia flagrans
- Fecal Egg Count: A home test in development?
- New Zealand Company Launches Equine Fecal Egg Count Kit
- Equimax: Effective and Safe
Second-Tier Companies
- Bayer: 8% of the Animal Health Market Worldwide
- Novartis Animal Health: 6% market share in animal health
- Novartis History
- A New Class of Unique Wormers (AADs) Launched by Novartis
Other Companies of Note
- Virbac S.A.
- Figure 5-7: Virbac Sales Growth, 2005-2009E (in million Euros)
Central Garden and Pet
- Background
- Farnam
- Farnam, the #1 Brand (at retail) in OTC Horse Products
- Sales are Currently Flat at CG&P
- Pet Products Financials
- Farnam Sales Increased, 2007-2008
- Recognizable Brand Name, Website and click-thru Service
- Farnam' s Wormers
- IverEase Discontinued Shortly After Launch
- EquiAid is a Farnam Brand
- Horse Health, another "Discount" brand
- Quitt: Cures Wood Chewers?
- Farnam Product Line, an array second to none
W. F. Young/Absorbine: A Heritage of Innovation Since 1892
- Absorbine Today
- Innovative Products Fuel Demand
- Stall Safe Disinfecting System
- Myoplast, the European Secret, is Out
- Growth by Acquisition: Equine America
- One Target Market: Aging Baby Boomers
- Marketing to America' s Future: Facebook and Horsegirl TV
Boehringer Ingelheim Vetmedica: Growth due to Swine not Equine
- New "Joint Health Management Program" Launched April 2009
- Surpass Acquired from IDEXX
- Competing head to head with Merial' s Equioxx
- Limited Equine Product Line
The Middlemen: Veterinary Supply Companies
- Table 5-4: Veterinary Supply Companies, Ranked by Revenues, 2008-2009
- Butler Animal Health
- Growth via Acquisition
- #1 in Equine Supply
- MWI is #2 in Sales
- But #1 in Customer Service
- A 12% average growth rate into 2009
- MWI Revises 2009 Revenue Expectations
- AHI of Westlake, TX, is Catching Up
- 2008 Sales Up but Disappointing in 2009
- Looking for "Selective" Acquisitions to become Number One
- What About Webster? #2 in Companion Animal Supply
- Expansion and Growth through Acquisition
- Milburn Equine is Devoted to Horses
- Webster Financials, 33% higher for 4Q 2009
- Results of the Acquisition
- Specialized Sales Force
- PVPL: The Only Veterinary-Owned Distributor
- Why Do Equine Vets Need so much TLC?
Chapter 6: Equine Services
- A $13 Billion Market
- Figure 6-1: Equine Services, Shown as Shares of Total Market, 2009
- Figure 6-2: Equine Health Services Shares
Veterinary Care
- In the Top 10 Fastest Growing Professions
- Figure 6-3: Salary Comparison, Veterinarians vs. Other Health care
Professionals, 2008
- Veterinarian Shortage Predicted
- Table 6-1: Equine and Mixed Animal Veterinarians, 2006-2012
- The AAEP
- Equine Veterinarians: $2.3 billion in Direct Spending
- The Role of the Equine Veterinarian
- Table 6-2: The Veterinarian' s Role
- Table 6-3: Veterinary Expenditures, by Pet Type
- Guarded Future
- Products Bought Through Vets
- Figure 6-4: Supplements/Medications Obtained from Your Veterinarian
versus Other Retail Outlet
- Marketing to Vets
- Over 40% of horse owners rely on their vet for health information
- Feed and Supplement marketers are not taking advantage of this phenomenon
Hoof Care
- Improving Knowledge
- Methods to improve your hoof-care knowledge
- Table 6-4: Poll: "During the past 3 years, which of the following
methods have you used to improve your hoof-care knowledge?"
- Meet the Farriers
- "Good Old" Backyard Horses can add up to a Billion dollars
- Figure 6-5: Type of Horses Handled by Farriers
- Barefoot vs. Shoes, a Hot Topic, even among Veterinarians
- The Do-It-Yourself Craze Is Affecting the Equine Hoof Care Market
- Barefoot year round
- Table 6-5: Poll: "Excluding foals and brood mares, what percentage of
horses that you provide hoof care for go barefoot year round?"
- Costs of Routine Hoof Care
- Figure 6-6: Charges for Hoof-Care Work, by Region
- Marketing to and Through Farriers: A captive audience
- Farnam and Farriers Secret
- Full-time Farriers are a Valuable Marketing Opportunity
- Footcare in an average day
- Table 6-6: Poll: "How many horses do you provide footcare for in an
average day?"
- Future Farrier Facts
Dental Care
- 8,000 Equine Dentists in the U.S.
- State Licensing for Equine Dentists
- Cost of Dental Work
- Dental Care is Becoming "Routine"
- Table 6-7: Poll: "How often do you have your horse' s teeth floated?"
- Future Outlook for Equine Dental Care
- Market Size Guesstimate
Other Health Services
- Massage
- Equinology
- Equissage
- Other Programs
- Equine Acupuncture
- Acupuncture Without Needles?
- Equine Chiropractic
Training and Boarding
- Figure 6-7: Amount Spent on Services in the Past 12 Months
- Transportation: $3 billion and shrinking
- Unregulated and Unaudited
- Race Horses are no longer the Cash Cow for Transporters
- Insurance
- Mortality Insurance
- Major Medical
- Who Insures Their Horses?
- Figure 6-8: Poll: "Do you buy insurance for your horse(s)?"
- Pet Insurance: Part of Employee Compensation Packages
- Markel and Equisure, Current Market Leaders
- Figure 6-9: Markel Specialty Program Insurance, 2008 Gross Premium
Volume ($230 million)
- Equine Product Marketers offer Insurance
- Pfizer' s PreventiCare Program
- Purina May be Next
Chapter 7: Future Outlook and Trends
Unwanted Horses
- The Unwanted Horse Coalition Releases its Survey Data
- Survey of 128 Colorado Veterinarians
- Wild Horses: 10,000 more than "acceptable" levels
- Slaughter
- Pros and Cons to Slaughtering Horses
- Some Consensus Among the Experts
- Equine Slaughterhouses Return to the United States: Montana is First
- On the brighter side of the unwanted horse and slaughter issues
- Racetracks and the Thoroughbred Retirement Foundation Offer Solutions
- Every Horse has an Owner. Every Owner Has a Responsibility
- The Jockey Club Encourages Funding for Proper Retirement of Thoroughbred
Horses with New Program
- Companies Pitch In to Help
- Horse Rescue Groups Offer Solutions
- Even Elvis Presley is Helping Rescued Horses
- FINALLY: No-Cost Gelding of Stallions Used For Breeding
- Natural Horsemanship
- Natural Equine Products
- Who started this Revolution?
- Parelli Natural Horsemanship is the Largest and Most Organized
- Figure 7-1: Growth in Parelli "Savvy Club" Member Revenues, 2005-2008
(in $ millions)
- Understanding the Revolution
- Jessica Jahiel, PhD, the Voice Of Reason in the Equine Market
- Senior Horses and Senior People
- Table 7-1: Baby Boomers, by Age
- Equestrian Communities: A Major Marketing Opportunity
- The Economy
- Horse Supply and Demand
- There is Some Good News
- Opportunities in repair of large-ticket items
- Figure 7-2: New Horse Trailer Purchase Plans, Poll: "Will you purchase a
new horse trailer in the next year?"
- Horsemanship is a Lifestyle
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