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                                                                                      
[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 Outscale, a global pure play Infrastructure as a Service provider and strategic partner of Dassault Systèmes, will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Founded in 2010, Outscale simplifies infrastructure complexities and boosts the business agility of its customers. Outscale delivers a secure, reliable and industrial strength solution for its customers, which in...
With major technology companies and startups seriously embracing Cloud strategies, now is the perfect time to attend @CloudExpo | @ThingsExpo, June 6-8, 2017, at the Javits Center in New York City, NY and October 31 - November 2, 2017, Santa Clara Convention Center, CA. Learn what is going on, contribute to the discussions, and ensure that your enterprise is on the right path to Digital Transformation.
SYS-CON Events announced today that EARP Integration will exhibit at SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. EARP Integration is a passionate software house. Since its inception in 2009 the company successfully delivers smart solutions for cities and factories that start their digital transformation. EARP provides bespoke solutions like, for example, advanced enterprise portals, business intelligence systems an...
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 20th Cloud Expo, Tom Eck, Industry Platforms CTO at IBM Cloud, will discuss how these tools simplify the time-consuming tasks of selection, mapping and data integration, allowing developers ...
Existing Big Data solutions are mainly focused on the discovery and analysis of data. The solutions are scalable and highly available but tedious when swapping in and swapping out occurs in disarray and thrashing takes place. The resolution for thrashing through machine learning algorithms and support nomenclature is through simple techniques. Organizations that have been collecting large customer data are increasingly seeing the need to use the data for swapping in and out and thrashing occurs ...
In his session at 20th Cloud Expo, Brad Winett, Senior Technologist for DDN Storage, will present several current, end-user environments that are using object storage at scale for cloud deployments including private cloud and cloud providers. Details on the top considerations of features and functions for selecting object storage will be included. Brad will also touch on recent developments in tiering technologies that deliver single solution and an end-user view of data across files and objects...
For financial firms, the cloud is going to increasingly become a crucial part of dealing with customers over the next five years and beyond, particularly with the growing use and acceptance of virtual currencies. There are new data storage paradigms on the horizon that will deliver secure solutions for storing and moving sensitive financial data around the world without touching terrestrial networks. In his session at 20th Cloud Expo, Cliff Beek, President of Cloud Constellation Corporation, w...
Most DevOps journeys involve several phases of maturity. Research shows that the inflection point where organizations begin to see maximum value is when they implement tight integration deploying their code to their infrastructure. Success at this level is the last barrier to at-will deployment. Storage, for instance, is more capable than where we read and write data. In his session at @DevOpsSummit at 20th Cloud Expo, Josh Atwell, a Developer Advocate for NetApp, will discuss the role and value...
Amazon started as an online bookseller 20 years ago. Since then, it has evolved into a technology juggernaut that has disrupted multiple markets and industries and touches many aspects of our lives. It is a relentless technology and business model innovator driving disruption throughout numerous ecosystems. Amazon’s AWS revenues alone are approaching $16B a year making it one of the largest IT companies in the world. With dominant offerings in Cloud, IoT, eCommerce, Big Data, AI, Digital Assis...
SYS-CON Events announced today that Progress, a global leader in application development, has been named “Bronze Sponsor” of SYS-CON's 20th International Cloud Expo®, which will take place on June 6-8, 2017, at the Javits Center in New York City, NY. Enterprises today are rapidly adopting the cloud, while continuing to retain business-critical/sensitive data inside the firewall. This is creating two separate data silos – one inside the firewall and the other outside the firewall. Cloud ISVs oft...
The 21st International Cloud Expo has announced that its Call for Papers is open. Cloud Expo, to be held October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, brings together Cloud Computing, Big Data, Internet of Things, DevOps, Digital Transformation, Machine Learning and WebRTC to one location. With cloud computing driving a higher percentage of enterprise IT budgets every year, it becomes increasingly important to plant your flag in this fast-expanding busin...
Internet of @ThingsExpo, taking place October 31 - November 2, 2017, at the Santa Clara Convention Center in Santa Clara, CA, is co-located with the 21st International Cloud Expo and will feature technical sessions from a rock star conference faculty and the leading industry players in the world. @ThingsExpo Silicon Valley Call for Papers is now open.
DevOps is often described as a combination of technology and culture. Without both, DevOps isn't complete. However, applying the culture to outdated technology is a recipe for disaster; as response times grow and connections between teams are delayed by technology, the culture will die. A Nutanix Enterprise Cloud has many benefits that provide the needed base for a true DevOps paradigm. In his Day 3 Keynote at 20th Cloud Expo, Chris Brown, a Solutions Marketing Manager at Nutanix, will explore t...
As cloud adoption continues to transform business, today's global enterprises are challenged with managing a growing amount of information living outside of the data center. The rapid adoption of IoT and increasingly mobile workforce are exacerbating the problem. Ensuring secure data sharing and efficient backup poses capacity and bandwidth considerations as well as policy and regulatory compliance issues.
Interested in leveling up on your Cloud Foundry skills? Join IBM for Cloud Foundry Days on June 7 at Cloud Expo New York at the Javits Center in New York City. Cloud Foundry Days is a free half day educational conference and networking event. Come find out why Cloud Foundry is the industry's fastest-growing and most adopted cloud application platform.