Welcome!

News Feed Item

Packaged Facts: 5 Surprising Reasons Why Horses Are Essential to U.S. Pet Market

ROCKVILLE, Md., Aug. 21, 2014 /PRNewswire-USNewswire/ -- Despite the costs of ownership and the proliferation of the unwanted horse population, the horse remains an important part of U.S. culture. Over the past few years, Americans have illustrated their love of horses in a variety of very visible, public ways as sales in the U.S. equine market reached $23 billion in 2013.

Packaged Facts Logo

In the recently released report, The U.S. Equine Market, 2014, market research publisher Packaged Facts reveals why horses and the people who own them continue to be an essential component to the U.S. pet market.  The report can be found at: http://www.packagedfacts.com/redirect.asp?progid=86538&productid=8198982.

Here are five key findings from The U.S. Equine Market, 2014 that pinpoint why horses cannot be overlooked in a pet market largely dominated by products and services geared towards more traditional household pets such as dogs and cats:

1) The horse industry has its own marketable celebrities. These are successful riders and trainers who have built names for themselves throughout the years as reliable sources of information about horse care. Using a film star to endorse horse feed will not have quite the same impact as having a rodeo star who eats, sleeps and breathes horses and says a particular feed is the only one he uses. Consequently, the names used to endorse horse products may not be familiar to the average consumer, but in the horse market these names are worth their weight in gold, notes Packaged Facts research director David Sprinkle.

2) Horse owners are receptive to Internet marketing, blogger opinions, and online peer reviews. For many horse product marketers, the best promoters of their products are their customers. Opening up websites for consumer comments, via a blog or other audience-participation mechanism, allows other customers to obtain unbiased feedback about the products. Additionally, marketers encourage brand communities through actively recruiting customers to participate in different challenges or contests, or even by asking for them to submit testimonials of how they use the products and how their horses have benefited.

3) The human-animal bond is just as strong between (wo)man and horse as it is with other pets.  One of the most potent and relied-upon marketing tactics among pet product marketers is the human-animal bond, and the equine market is no exception. The bond between horse and owner at times goes even beyond that between other pets and their owners, in that riding a horse requires a constant physical communication between horse and rider, a connection that can foster emotional attachment in a way that simply petting a cat or dog does not.

4) Horses too can play a role in animal-assisted therapy (AAT).  Much like therapy dogs and cats are used to help humans with emotional and physical ailments recover quicker, equine therapy (also referred to as horse therapy, equine-assisted therapy, and equine-assisted psychotherapy) is a form of experiential therapy that involves interactions between patients and horses. Equine therapy typically involves activities—such as grooming, feeding, haltering and leading a horse—that are supervised by a health professional, with the support of a horse professional. The goal of equine therapy is to help patients develop needed skills and attributes, including accountability, responsibility, self-confidence, problem-solving skills, and self-control. Equine therapy also provides an innovative environment in which the therapist and the patient can identify and address challenges.

5) "Natural horsemanship" provides marketers with opportunities to bring premium pet products into a unique segment. Running counter to many traditional horse keeping practices and training techniques, the "natural horsemanship" movement has grown popular among horse enthusiasts. Definitions of natural horsemanship vary depending upon the region, but in general, it is the belief that horses prefer to learn from humans who use gentle techniques, and allow the horses to think and make decisions based upon the information that is given to them.  A major part of natural horsemanship is the environment in which horses are kept. Those practicing natural horsemanship point to the fact that horses prefer to be kept in large outdoor environments in groups, and not in stalls or small pens alone. 

Despite the focus on "natural" conditions, natural horsemanship actually presents a marketing opportunity for the horse industry. Overall, the horse product market has been slow to ride the premium and natural product wave that has been developing in the small companion animal markets for some time. However, this growing trend toward natural horsemanship has caused some owners to rethink the products they are buying. Although natural horsemanship owners may spend less money on shoes and veterinary care for ulcers and colic, they may actually end up spending more in the long run—e.g., on natural feeds and supplements, holistic treatments and herbs, specialized (i.e., expensive) barefoot trims or boots, etc.—to enable their horses to live without shoes, and bitless bridles. In fact, the demand for natural products is great enough that most major equine retailers now have a section just for them, and natural equine product websites abound online.

For more information on The U.S. Equine Market, 2014 and other reports in Packaged Facts' industry-leading market research catalog focused on pet products and pet services please visit: http://www.packagedfacts.com/.

About Packaged Facts – Packaged Facts, a division of MarketResearch.com, publishes market intelligence on a wide range of consumer market topics, including consumer demographics and shopper insights, consumer financial products and services, consumer goods and retailing, consumer packaged goods, and pet products and services.  Packaged Facts also offers a full range of custom research services.

Please visit Packaged Facts on LinkedIn for more insights.  Follow us also on Twitter and Google+.

Sales Contact:                                                                                       
Jeff Miller                                                                        
[email protected]

Press Contact:                                                                                       
Daniel Granderson
240.747.3035                                                                                      
d[email protected]

Logo - http://photos.prnewswire.com/prnh/20140801/132630

SOURCE Packaged Facts

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
SYS-CON Events announced today that N3N will exhibit at SYS-CON's @ThingsExpo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. N3N’s solutions increase the effectiveness of operations and control centers, increase the value of IoT investments, and facilitate real-time operational decision making. N3N enables operations teams with a four dimensional digital “big board” that consolidates real-time live video feeds alongside IoT sensor data a...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The Internet of Things (IoT) is the most profound change in personal and enterprise IT since the creation of the Worldwide Web more than 20 years ago. All major researchers estimate there will be tens of billions devic...
Mobile device usage has increased exponentially during the past several years, as consumers rely on handhelds for everything from news and weather to banking and purchases. What can we expect in the next few years? The way in which we interact with our devices will fundamentally change, as businesses leverage Artificial Intelligence. We already see this taking shape as businesses leverage AI for cost savings and customer responsiveness. This trend will continue, as AI is used for more sophistica...
SYS-CON Events announced today that SourceForge has been named “Media Sponsor” of SYS-CON's 21st International Cloud Expo, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. SourceForge is the largest, most trusted destination for Open Source Software development, collaboration, discovery and download on the web serving over 32 million viewers, 150 million downloads and over 460,000 active development projects each and every month.
Today most companies are adopting or evaluating container technology - Docker in particular - to speed up application deployment, drive down cost, ease management and make application delivery more flexible overall. As with most new architectures, this dream takes significant work to become a reality. Even when you do get your application componentized enough and packaged properly, there are still challenges for DevOps teams to making the shift to continuous delivery and achieving that reducti...
Today traditional IT approaches leverage well-architected compute/networking domains to control what applications can access what data, and how. DevOps includes rapid application development/deployment leveraging concepts like containerization, third-party sourced applications and databases. Such applications need access to production data for its test and iteration cycles. Data Security? That sounds like a roadblock to DevOps vs. protecting the crown jewels to those in IT.
SYS-CON Events announced today that Interface Corporation will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Interface Corporation is a company developing, manufacturing and marketing high quality and wide variety of industrial computers and interface modules such as PCIs and PCI express. For more information, visit http://www.i...
SYS-CON Events announced today that mruby Forum will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. mruby is the lightweight implementation of the Ruby language. We introduce mruby and the mruby IoT framework that enhances development productivity. For more information, visit http://forum.mruby.org/.
DevOps at Cloud Expo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with 21st Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. The widespread success of cloud computing is driving the DevOps revolution in enterprise IT. Now as never before, development teams must communicate and collaborate in a dynamic, 24/7/365 environment. There is no time to w...
In his session at @ThingsExpo, Greg Gorman is the Director, IoT Developer Ecosystem, Watson IoT, will provide a short tutorial on Node-RED, a Node.js-based programming tool for wiring together hardware devices, APIs and online services in new and interesting ways. It provides a browser-based editor that makes it easy to wire together flows using a wide range of nodes in the palette that can be deployed to its runtime in a single-click. There is a large library of contributed nodes that help so...
What is the best strategy for selecting the right offshore company for your business? In his session at 21st Cloud Expo, Alan Winters, U.S. Head of Business Development at MobiDev, will discuss the things to look for - positive and negative - in evaluating your options. He will also discuss how to maximize productivity with your offshore developers. Before you start your search, clearly understand your business needs and how that impacts software choices.
IBM helps FinTechs and financial services companies build and monetize cognitive-enabled financial services apps quickly and at scale. Hosted on IBM Bluemix, IBM’s platform builds in customer insights, regulatory compliance analytics and security to help reduce development time and testing. In his session at 21st Cloud Expo, Lennart Frantzell, a Developer Advocate with IBM, will discuss how these tools simplify the time-consuming tasks of selection, mapping and data integration, allowing devel...
SYS-CON Events announced today that Cedexis will exhibit at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Cedexis is the leader in data-driven enterprise global traffic management. Whether optimizing traffic through datacenters, clouds, CDNs, or any combination, Cedexis solutions drive quality and cost-effectiveness.
SYS-CON Events announced today that Mobile Create USA will exhibit at the Japan External Trade Organization (JETRO) Pavilion at SYS-CON's 21st International Cloud Expo®, which will take place on Oct 31 – Nov 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA. Mobile Create USA Inc. is an MVNO-based business model that uses portable communication devices and cellular-based infrastructure in the development, sales, operation and mobile communications systems incorporating GPS capabi...
While some developers care passionately about how data centers and clouds are architected, for most, it is only the end result that matters. To the majority of companies, technology exists to solve a business problem, and only delivers value when it is solving that problem. 2017 brings the mainstream adoption of containers for production workloads. In his session at 21st Cloud Expo, Ben McCormack, VP of Operations at Evernote, will discuss how data centers of the future will be managed, how th...