A comprehensive new survey of US horse owners for the first time estimates the size of the market for more than a dozen categories of widely used products. It also shows that the current US recession had had a material, negative impact on horse ownership and product sales.
The study, Equine Market MegaStudy II, is based on lengthy interviews with a national sample of more than 1,000 horse owners on products and brands purchased in the last year. The study was conducted by Brakke Consulting, Inc, and The Pert Group.
The research includes more than 400 brands in 14 separate product categories. It examined what brands were purchased, how often they were purchased, where they were purchased, and the amount of money spent.
“Equine Market MegaStudy II is the second edition of a study first fielded in 2006. Comparing the two studies clearly illustrates shifts in product use and brand preferences,” said John Volk, senior consultant of Brakke Consulting. “In this new edition, we were able to project size of market at the retail level for a large number of products.”
“Because of the timing of the 2009 study, we included specific questions about the impact of the recession. The economic downturn has had a significant impact on horse ownership and purchases,” said Susan Spaulding, partner with The Pert Group. “Data show that the equine market actually shrank between 2006 to 2009. There were also important shifts in where horse owners buy certain products such as vaccines.”
The 200-page equine study report also includes extensive data on horse owner demographics, media usage, event participation and shopping habits.
Equine Market MegaStudy II is available from either Brakke Consulting or The Pert Group for $9,900. For more information, interested companies can click here.
Brakke Consulting is the leading consulting firm specializing in the animal health and nutrition markets. It is located at 2735 Villa Creek, Dallas, TX, (972) 243-4033, www.brakkeconsulting.com.
The Pert Group, a recent merger of Market Directions, Pert Survey Research and Pulsar Research and Consulting, is a market research and strategy firm with its animal health practice located in the Kansas City Animal Health Corridor at 519 Avenida Cesar E. Chavez, Kansas City, MO 64108, (816) 842-0020, www.thepertgroup.com.