Let’s talk about horses. The equine industry is the most fascinating segment in the animal health industry. In some ways it shares economic principals with the livestock industry. But it also demonstrates the deep passion and emotionalism of the pet industry. It is also the most complex segment of animal health with multiple unique product categories and brands. Success here requires marketers to be very well informed.
Earlier in this newsletter We announced the sixth edition of the Brakke Equine Market MegaStudy, this time in collaboration with Trone Market Research. This has become the go-to study of horse owner purchasing behavior, covering more than 15 product categories and more than 400 brands. There is also a wealth of data on horse owner demographics and media usage. I was the principal investigator for several of the equine studies. The project leader this year is my colleague Dr. Chuck Johnson who is actually an equine vet. I’m sure Dr. Johnson will bring many fresh insights to the study. If you are involved in or interested in the horse market, you’ll find this study to be a practical and productive resource.
John Volk, Senior Consultant
Chicago
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