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News from Brakke Consulting<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brakkeconsulting.com\/ja\/equine-market-turn-around-sight\/\" \/>\n<meta property=\"og:locale\" content=\"ja_JP\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"News from Brakke Consulting\" \/>\n<meta property=\"og:description\" content=\"Ever since the Great Recession, the US equine market has been in a period of decline.\u00a0 A new study shows that retraction is still taking place, but there are new signs of a turnaround. The fourth edition of the Brakke Equine Market MegaStudy, just released, shows that spending per owner is up, even though there are fewer horse owners, and they each own fewer horses, compared to the third edition of the study in 2013. The study was a national survey of more than 900 horse owners, with detailed information about demographics, reading and shopping habits, Internet and social media use, involvement in equine events and a host of other data. \u201cThe most encouraging sign is that younger people are starting to come back into the market,\u201d says John Volk, study author and senior consultant with Brakke Consulting.\u00a0 \u201cFor the past several years we\u2019ve seen a decline in the number of young horse owners.\u00a0 This new study shows the first increase we\u2019ve seen in several years.\u00a0 The number of horse owners 18-34 years old increased from 11% in 2013 to 15% in 2017.\u201d Another positive sign, says Volk, is that the median amount owners were willing to spend for a new horse increased to $3,000 from $2,500 in the previous study. 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