The recession has hit horse owners hard, prompting them to scale back purchases and shop for better deals on certain products, according to a comprehensive new study that sheds light on the size of the horse market.
“Equine Market MegaStudy II,” a 200-page report by Brakke Consulting Inc. (Dallas) and The Pert Group (Kansas City, Mo.), includes horse owner demographics as well as information products in 14 product categories. The report examines what products were purchased, how often and where products were purchased as well as how much money was spent.
The report is based on interviews with more than 1,000 horse owners.
Comparing the new study with the initial study conducted in 2006 illustrates clear shifts in product use and brand preference, according to John Volk, Brakke’s senior consultant.
“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,” said Susan Spaulding, a Pert partner.
“Equine Market MegaStudy II” costs $9,900. For purchasing information, contact jvolk@brakkeconsulting.com or susan@marketdirections.com. [December 2009 PET AGE]
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