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The U.S. Equine Market, 2nd Edition

NEW YORK, Aug. 18, 2014 /PRNewswire/ -- announces that a new market research report is available in its catalogue:

The U.S. Equine Market, 2nd Edition

Battling declining horse ownership levels brought on by years of recessionary conditions, marketers in the horse products market have witnessed years of declining sales. Since 2009, according to Packaged Facts estimates, the overall equine market has declined by about 4% annually. Still, as the economy slowly recovers, things should be looking up for this industry. The U.S. remains by far the country with the largest horse population in the world, and the introduction of horse-themed radio and TV stations, not to mention the ".horse" top-level Internet domain extension, clarify just how deeply rooted in American culture the horse is. Additionally, the equine industry overall has a vital economic impact, with the direct impact reaching into the billions of dollars in states with high equine populations such as Kentucky and Oklahoma. Growing interest in natural horsemanship techniques and products, as well as continued R&D efforts to develop new feed and supplement products targeting equine-specific health issues, are additional positive signs that the equine market still has legs.

Bringing to bear more than 20 years of experience in analyzing companion animal markets and drawing on Packaged Facts' broad cross-category expertise, the all-new U.S. Equine Market, 2nd Edition report pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. Covering both equine supplies and services, the report provides a comprehensive overview of the market, covering cross-market trends and opportunities through 2017. Among these: 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.

Estimating 2013 U.S. retail sales at $23.3 billion, the report estimates the size and composition of this hard-to-pinpoint 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. In sum, The U.S. Equine Market, 2nd Edition thoroughly documents competitive, new product and retail trends, as well as trends in equine owner demographics. Dozens of images of equine products and consumer ads are included. Chapter 1: Executive Summary Scope and Methodology Scope of Report Two Product Categories Report Methodology Market Trends Equine Market Sales on the Decline Figure 1-1 Share of Equine Market Sales by Category, 2013 (percent) 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 Feed Products New Supplements and Feed Additives Horse Health Care Products Equine Services Consumer Trends Horse Ownership Trends Figure 1-2 Pet Ownership vs. Horse Ownership as Percentage of U.S. Households, 2004-2012 (percent) Figure 1-3 Percentage Share of Horse Population by State, 2012 Trends in Horse Product Purchases Chapter 2: Highlights Chapter 2: 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 2-1 U.S. Equine Market Sales, 2009, 2013, 2017 (millions) Figure 2-1 Share of Equine Market Sales by Category, 2013 (percent) Horse Owner Expenses Table 2-2 Annual Expenditures of Horse Operations, Virginia: 2010 (dollars) Illustration 2-1 Horse Cost Calculator The Horse Population U.S. Home to 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: 2012 (in thousands) Horses by Type American Quarter Horse American Paint Horse Thoroughbreds Other Horse Types Figure 2-2 Share of Horse Population by Breed, 2013 (percent share) Horse Disciplines Market Outlook An Industry In Decline The Increasing Cost of Ownership Unwanted Horses Illustration 2-2 A Home for Every Horse Website Humane Society and Rescue Organizations Provide Alternatives Illustration 2-3 Screenshot from a Video Promoting the Doris Day Horse Rescue and Adoption Center Wild Horse Population Illustration 2-4 Bureau of Land Management Burros in a Pen Horses Remain a Beloved Part of U.S. Culture The .horse Top-Level Domain Horse-themed Radio Station Illustration 2-5 Banner Ad for Flying SL Ranch Radio Horse-Focused Television Station Equine Therapy Economic Impact of Equine Industry Kentucky Table 2-5 Economic Impact of Kentucky Equine Industry, 2012 Virginia New York Oklahoma Table 2-6 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 Chapter 3: Highlights Chapter 3: Competitive Trends Introduction The Competitive Landscape Mergers and Acquisitions Pfizer Spins Off Zoetis 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 Illustration 3-1 Nutrena Feed Selector Manna Pro Farnam MARS, Inc. and Buckeye Kent/Blue Seal Table 3-1 Selected Marketers and Brands of Equine Products, 2014 Equine Pharmaceutical Companies Overview Zoetis Merial (Sanofi) Merck Animal Health Other Companies Bayer Animal Health Novartis Animal Health Virbac Equine Product Retailers Little "One-Stop Shopping" in Equine Market Table 3-2 Share of U.S. Retail Sales of Pet Products Market by Channel, 2013(percent) Valley Vet Supply Illustration 3-2 Valley Vet Supply Website Jeffers Equine Illustration 3-3 Jeffers Equine Website Tractor Supply Co. Illustration 3-4 Tractor Supply Co. Website Horse Page State Line Tack and Illustration 3-5 State Line Tack Website KBC Horse Supplies Illustration 3-6 KBC International Website Doctors Foster and Smith Illustration 3-7 Drs. Foster and Smith Website Equine Page Mass Merchandisers and Pet Superstores Illustration 3-8 Petco Website Horse Product Selection Social Responsibility A Major Factor in the Broader Pet Market Table 3-3 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 3-4 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 Illustration 3-9 Dynamite's Sustainable Product Packaging Manna Pro Leads by Example with Sustainability Practices Seminole Supports the Horse Industry Tractor Supply Company's Stewardship Program Chapter 4: Highlights Chapter 4: Marketing and New Product Trends Marketing Trends Customer Feedback and Participation Illustration 4-1 Triple Crown Feed Horses of the Month Web Page Illustration 4-2 Tribute Horse Feeds Video Testimonial Guaranteed Effectiveness Illustration 4-3 SmartPak's Supplement Guarantee Illustration 4-4 Merial's Zimecterin Product Satisfaction Guarantee Celebrity Endorsements Illustration 4-5 Eastern Townships Acreages and Tuny Page Illustration 4-6 Total Equine and Tyler Magnus Illustration 4-7 Nutrena and John Lyons Signature Feed A Way of Life Illustration 4-8 Purina "Way of Life" Banner Illustration 4-9 Manna Pro "Open Air/Open Hearts" Banner Ad Human/Animal Bond Illustration 4-10 Absorbine Ultra Shield Illustration 4-11 Tribute Feed Website Home Page Illustration 4-12 Wysong Equine Logo Performance Illustration 4-13 Finish Line Muscle Tone World Record Ad Illustration 4-14 Kent Nutrition Group Sentinel Performance-Focused Ad Value Illustration 4-15 MARS Buckeye Nutrition Gro 'n Win Focus on Value Illustration 4-16 Triple Crown Lite Focus on Value Affiliation with Industry Organizations New Product Trends New Feed Products Nutrena SafeChoice Senior Triple Crown TLC Kent Nutrition Group Expands Dynasty Feed Line Illustration 4-17 Blue Seal's New Dynasty Feed Line Purina Hydration Hay Illustration 4-18 Purina Mills New Hydration Hay Blocks New Supplement and Feed Additive Products SmartPak SmartGI and SmartCombo Offer Combination Savings Illustration 4-19 SmartPak SmartGI Ultra Supplement HorsLic Free Choice Supplements Illustration 4-20 New Generation Feeds HorsLic Supplement Line APC Introduces LIFELINE Performance Supplements Illustration 4-21 APC LIFELINE Supplements Horse Health Care Products Digestive Support Illustration 4-22 Med-Vet Gastro-Plex Joint Protection and Muscle Support Illustration 4-23 Response Products Cetyl M Complete Illustration 4-24 Absorbine Bute-Less Illustration 4-25 Purina ElectroEase, FreedomFlex and HydraSalt Supplements Other Horse Health Care Illustration 4-26 Finish Line EZ-Willow Poultice Illustration 4-27 Farnam's Horseshoer's Secret Thrush Treatment Aid Illustration 4-28 Shapley's Original MTG Plus Tack and Grooming Products Illustration 4-29 Bucas Buzz-Off Zebra Fly Sheet Illustration 4-30 Equine Organix Horse Detangler Illustration 4-31 Ponytail Grooming Collection Equine Services Veterinary Care The Role of the Equine Veterinarian Figure 4-1 Veterinarian's Participation in Equine Care 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 Chapter 5: Highlights 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, 2004-2012 (percent) Pleasure/Trail Riding Most Popular Activity Table 5-1 Most Popular Uses of Horses by Horse Owners, 2009 vs. 2012 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 Grows in Popularity Table 5-4 Horseback Riding, Participated Last 12 Months, 2009-2013 Table 5-5 Selected Demographics for Horseback Riding: Participated Last 12 Months, 2013 (percent and index) Quarter Horse Show Participation on the Rise Table 5-6 Quarter Horse Shows, 2009-2013 Table 5-7 American Paint Horse Shows, 2009-2013 Interest in Horse Racing Remains Steady Table 5-8 Horse Racing, Viewed Last 12 Months, 2009-2013 Table 5-9 Horse Racing Events Viewed Last 12 Months vs. Plan to Watch Next Year, 2009-2013 (percent) Table 5-10 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 5-11 Top 10 Sources of Information for Horse Owners, 2010 vs. 2012 (percent) Feed Tops List of Horse-Related Purchases Table 5-12 Horse Care Items Owned, Purchased and Plan to Purchase, 2012 (percent) Figure 5-4 Share of Horse Owners Purchasing Food Types in the Past 12 Months, 2010 vs. 2012 (percent)

To order this report: The U.S. Equine Market, 2nd Edition

Contact Clare: [email protected]
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