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U.S. Equine Market: Feed, Health Care and Services for Horses, The

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  • 1.    Get more info on this report!The U.S. Equine Market: Feed, Health Care and Services for HorsesAugust 1, 2009There are approximately 10.5 million equines in the United States, which are usedprimarily for recreation and entertainment. These horses are responsible for generatingover $40 billion per year in spending.In this one-of-a-kind report, we examine: • The Horses: The life of a horse (and the amount of money spent on it) is dramatically different based upon its function. Unlike the majority of dogs and cats, only 7 million of the nation’s 10.5 million horses are considered “pets” or companion animals. This report is the first to dissect the horse population by function, and examine each segment individually. • The People: This report scrutinizes horse owners by riding discipline, so that readers can make informed decisions about advertising and marketing based upon the specific demographics of horse owners. However, in many cases the owner is not the person making feeding and care decision, rather it is the trainer or boarding facility manager. This report explains how marketers can understand and influence these key decision makers.Equines, regardless of their use and value, have basic ongoing needs and often requirespecial services, which we explore in The U.S. Equine Market: Feed, Health Care andServices for Horses: • The report examines the top health products companies, as well as second-tier companies. It also takes a look at two significant product categories—de- worming and ulcer prevention & treatment. Two of the leading parasitologists in the world offer their opinions on what is now considered to be the most critical issue facing horse owners, caretakers, and marketers: ineffective parasite-control products. • Equine feeding is examined, starting with the two market leaders, Purina and Nutrena, and then delving into the regional feed mills. This report also examines hay and hay replacement products and their impact on the shrinking grain
  • 2. concentrates market. Opinions from leading equine nutritionists on equine feeding, including supplements, forage, and concentrates are included. • Largely unregulated, equine services range from necessary (vaccines and hoof care) to frivolous (acupuncture, massage, chiropractic). Other services, such as equine dentistry, are rapidly becoming mainstream as more owners and trainers recognize the importance of proper toothcare in horses.Current and future trends are analyzed, with an eye on the current economic situation.With each horse costing upwards of $2,000 per year, on average, to maintain, The U.S.Equine Market: Feed, Health Care and Services for Horses addresses what impact thesagging economy will have upon the equine market, and what strategies marketers canemploy to retain, if not expand, their market shares.Report MethodologyThe information contained in this report was obtained from primary and secondaryresearch spanning nine months. Primary research entailed interviews with marketparticipants and knowledgeable observers in the various segments, as well asinterviews with the major (and minor) breed associations and over a dozen riderassociations. Packaged Facts also visited feed stores and went to equine eventssponsored by healthcare and feed companies. We interviewed equine veterinarians,farriers, dentists, and massage therapists. We even interviewed a couple of horsetransporters. We spoke to clinicians, barn managers, trainers, agriculture inspectors, theUSDA and agricultural departments on the state level. We even interviewed plantmanagers at feed mills. In total, almost 100 telephone and in-person interviews wereconducted.Secondary research included information- and data-gathering from relevant consumerbusiness and trade publications including: The Horse, Horse-Journal.com, Feedstuffs,Tack ‘n Togs, EQUUS, Practical Horseman, Horse & Rider, Horse Illustrated, WesternHorseman, Natural Horse, Equine Wellness, Stable Management, Hay and ForageGrower, GrainNet, Feed Management, AllAboutFeed.net, Veterinary Practice News,DVM News, Journal of Veterinary Science, Veterinary Forum, and JAVMA. New productannouncements and advertising were of exceptional interest, and readership poll datafrom online subscribers to The Horse proved to be invaluable as an up-to-the-minutebarometer on equine caregivers’ opinions and practices.We obtained direct-mail pieces from equine veterinarians in an effort to determine whatcompany is mailing what. Extensive reviews of companies’ websites and marketingmaterials were conducted in order to compile product information.This report also includes 2009-2010 National Pet Owners Survey data made availableto Packaged Facts on an exclusive basis by the American Pet Products Association(formerly the American Pet Products Manufacturers Association, prior to its namechange in 2008). The 2009-2010 National Pet Owners’ Survey was expanded to include280 statistically relevant in-depth interviews with horse owners across the United
  • 3. States. It is the most current and up-to-date survey of its kind, and a must-have for anycompany involved in equine products and marketing. Brakke Consulting and FountainAgriCounsel LLC also provided valuable information for use in this report.We also incorporated information from The American Horse Council’s landmark study,released in 2005.Table of ContentsChapter 1: Executive Summary Scope of Report Report MethodologyIntroduction History of the Horse A $100 Billion Impact in 2003 In 2008, the Perfect Storm began Growth Projection to 9.3 Million Horses in 2010 Where the Opportunities Lie Sources of Information for Equine Owners Figure 1-1: Information SourcesThe Feed Marketers Figure 1-2: Company Shares of the Equine Grain and Concentrates Segment of the Feed Market, 2009 Regional Mills: A Force to be Reckoned With Figure 1-3: Locations of Regional Feed Companies in North America Where Hay Fits in Supplements Also Face Harsh Criticism Hay: The New Competition Beyond 2009Equine Health Marketers Face Similar Competitive Threats as Feed
  • 4. Table 1-1: Growth Rates, by Company, 2007-2008Colic and GI Issues Number One Concern Among Horse OwnersDe-Worming ProductsFigure 1-4: Leading Equine Health and Nutrition Products Purchased at Retail,2007Brakes put on Deworming Market GrowthCompetition from “Natural” Worming ProductsThe Ulcer Treatment Category also faces intense Competition from NaturalProducts as well as Alfalfa HayAntacidsHerbs Heal UlcersGeneric OmeprazoleAlfalfa hay: Simple and Inexpensive Ulcer ProtectionThe Health Care Competitive LandscapeTable 1-2: Post-Merger Sales, Based Upon 2008 Sales (in $ millions)The Middlemen: Veterinary Supply Companies Servicing Equine VeterinariansTable 1-3: Veterinary Supply Companies, Ranked by Revenues, 2008-2009Equine Services, a $13 Billion-Plus MarketFigure 1-5: Equine Services, Shown as Shares of Total Services Category, 2009Over 40% of horse owners rely on their vet for health informationFarriers, and Other Hoof Care Professionals, are Often Overlooked by MarketersDental Care Becoming RoutineTable 1-4: Poll: “How often do you have your horses teeth floated?”Horse Trainers: Key InfluencersThe EconomyHorse Supply and DemandThere is Some Good NewsOpportunities in repair of large-ticket items
  • 5. Figure 1-6: New Horse Trailer Purchase Plans, Poll: “Will you purchase a new horse trailer in the next year?” Horsemanship is a LifestyleChapter 2: The Horse Population Introduction The Equine Population in the US: 7.3 Million are Considered Pets Figure 2-1: Number of Horses and Ponies in the United States, Inventory, 2002 Figure 2-2: Number of Horses and Ponies in the United States, Inventory, 2007 Between 10 and 13 Million Horses in the United States The Perfect Storm 40% of Respondents Reduced their herds in 2008 Growth Projections Figure 2-3: U.S. Horse Population Growth, 1985-2012E (in millions) State-by-State Analysis Texas: Almost One Million Horses Texas Horse Incentive Fund Bill Signed by Texas Governor California: 0ver 700,000 Horses Florida: 500,000 Equines and Growing Table 2-1: Top Three States’ Equine Population Growth, 2003-2009 Other Key States: Oklahoma, Kentucky, Ohio, and Missouri Table 2-2: Breeding Statistics, by State, 2007 Horses, by Use Table 2-3: U.S. Horse Population, by Use (in millions) Figure 2-4: Horse Population, by Use, 2009 (as a percent of total) How are Horses Used? Horse Population, by Breed Quarter Horses: America’s Choice
  • 6. Figure 2-5: Quarter Horse Registrations, 2003, 2007, 2008, 2012E Racing Thoroughbred Headcount Overstated by 100% Health of the Thoroughbred Industry Figure 2-6: Thoroughbred, Price Per Yearling, 1998-2008 Table 2-4: Average/Median Price Per Yearling, 1990-2008 2009 Foal Crop lowest since 1997 Figure 2-7: Annual North American Registered Thoroughbred Foal Crop, 1999- 2009 The American Paint Horse: New registrations decrease by 45% Still, there are about 600,000 Paint Horses in the U.S. Figure 2-8: Paint Horse Registrations, 2003, 2007, 2008, 2012E Figure 2-9: U.S. Horse Population, by Breed, 2009 (percent and in millions) Data Discrepancies Abound Figure 2-10: Horse Ownership, Types of Horses Owned (% of total mentions) “Other” Horses Comprise About 40% of the US Population Gaited Horses: One million horses, and 35 different breeds Mustangs Growth Despite Lower Registrations Boutique Horses are a Viable Marketing Opportunity Where are All These Horses Kept? Figure 2-11: Horse Boarding vs. Keeping at Home, 2006 Unwanted Horse Coalition Survey: Over 20,000 interviews with Horse Owners! Horses and acreage Table 2-5: Poll: “How many acres are there where your horse lives?” Figure 2-12: Horse AcreageChapter 3: Horse Owners and Caretakers The American Horse owner She’s 47 and Married and Owns a Single-Family Home
  • 7. Figure 3-1: Income Level of Horse Owning Households3.9 Million Households Owned Horses in 2008Figure 3-2: Trended Pet Ownership as a Percent of the U.S. HouseholdPopulationFigure 3-3: Number of U.S. Households That Own a Pet versus the Number ofU.S. Households That Own Equine (in millions)Figure 3-4: Number of Horses Owned by Tenure, Presence of Children, PrimaryProduct PurchaserFigure 3-5: Horse OwnershipHorse owners by SegmentProfessional OwnersRecreational horse ownersFigure 3-6: Number of Events Participated in During the Past 12 MonthsCasual and Intensive Recreational OwnersFigure 3-7: The Equine Market Segment OverviewHorse owners by DisciplineWestern DisciplinesReining: Interest and Spending Surges: What Recession?RopingRoper DemographicsFigure 3-8: Demographics of USTRC Team Ropers, by Age and GenderCharacteristics (percent)Figure 3-9: The Stereotypical USTRC Team RoperBarrel RacingBarrel Racer demographicsCuttingCutter DemographicsTeam PenningTeam Penner Demographics
  • 8. Ranch versatility events Trail Riding: The largest number of participants! Trail Riding is family-oriented, and often FREE Trail Rider Demographics What About Endurance Riding? English Disciplines Dressage Dressage Rider Demographics Eventing Eventer Demographics Hunters and Jumpers Natural Horsemanship Sources of Information for Equine Owners Figure 3-10: Information Sources RFD-TV: 9.4 Million Weekly Adult ImpressionsChapter 4: Equine Feed Products and Companies A $9 Billion Industry Feeding Defined No Grains or Concentrates The Costs of Feeding Horses Figure 4-1: Dollars Spent Feeding Horses in the United States, 2008-2009 Equine Feeding, One of the Top Two Annual Expenses Figure 4-2: Items Currently Owned, Amount Spent for Items in the Past 12 Months The Companies Don’t Divulge Information Figure 4-3: Company Shares of the Equine Grain and Concentrates Segment of the Feed Market, 2009 Table 4-1: Two Industry Leaders, at a Glance
  • 9. Florida Market Analysis Top Five Companies Control 75% of Florida’s Market Table 4-2: Volume Share of Equine Feed in Florida Market, by Manufacturer, 2008 Figure 4-4: Volume Share of Equine Feed in Florida, 2008The ProducersLand O’Lakes Purina Feed The Acquisition in 2001 History The Parent, Land O’Lakes Figure 4-5: Land O’Lakes Revenue, by Segment, 2008 (in $ billions) Feed Segment Reorganized in 2008 Feed Mills Operating Below Capacity in 2008 The Products and Brands Lifestyle Feed Brands Feed Division (LOL/Purina) Financials Table 4-3: Purina (Land O’Lakes Feed Division) Net Sales, 2004-2009E (in $ millions) Figure 4-6: Purina (Land O’ Lakes Feed Division) Revenue, 2004-2009 (in $ billions) 2009 Outlook for Land O’ Lakes and Purina Sales Suffering at Land O’Lakes, but 2009 Earnings up 35% Purina Mills Horse Business Group Purina is About Education Purina Market Share Steady Purina Mills Products and Brands: Strategy remains Purina’s #1 Product Strategic Strategy Ads Horseman’s Edge # 2
  • 10. Equine Senior: #1 in Senior Feed Ultium: Breakfast of Champions Purina offers Free Feeding Trial for One Horse New Product Line: WellSolve Competition to WellSolve A note about the Research for WellSolve L/S and Special Needs Horses About One Half of Purina Dealers Stock WellSolve Price is Top of the Line Unique Full Scoop Formula for Weight Control Marketing WellSolve to Veterinarians Production and Distribution The Role of the 850 Local Cooperatives Sales, Marketing and Advertising Research and Development: Over $13 million Spent in 2008 Competition, According to Purina Farnam Platform: Made by Purina Farnam Platform and Tractor Supply Platform: Uphill Battle Two-Stop ShoppingCargill Cargill and Nutrena, a Rich History of Acquisitions Cargill Financials Table 4-4: Cargill Finances at a Glance Cargill is the Largest Privately Held Company in the United States Closing Feed Plants Products and Brands Nutrena is the Brand Leader in Equine Feed in the United States
  • 11. Nutrena SafeChoice: Competes with WellSolve L/S at half the price Nutrena LiteBalance Competes with WellSolve W/C at half the price EnergX: Revolutionary Oat-Replacement Product Figure 4-7: Glycemic Index When Fed at Equal Energy Levels Cargill’s Other Brands: ACCO, Agway, Prime Quality Sales and Marketing Team Nutrena Nutrena Partners With Chris Cox in 2009 Nutrena R&D, not exclusively equine Nutrena’s Focus is Nutrients not Ingredients Do ingredients REALLY matter? Take Home Message to Equine Feed Consumers: Buyer Beware Nutrena Targets Horse Owners Concerned About Safety Nutrena’s CompetitionSecond-Tier Companies Battle for Market Position Behind Purina and NutrenaManna Pro and Walmart The Company Calf-Manna: Not Just for Calves Manufacturing and Distribution Equine Product LineMars, Inc. Buckeye Seminole Feed, Mars Horsecare team up Major Marketing Push in the United States Three Senior Feeds from Buckeye Hay Replacement Products Doane Petcare Purchase
  • 12. Cavalor: New Feed Introduced in the United States The Products Ultium’s New Rival is CavalorRegional Mills: National Influence Over 100 Different Brands Recommended by Veterinarians Figure 4-8: Locations of Regional Feed Companies in North AmericaThe Southeast Market Seminole: A Regional Company with National Reputation The Products Retail Store Personnel “SOLD” on Seminole National Expansion and Public Offering? OBS: Ocala Breeders’ Supply Snares 11% of the Florida Market Southern States, a Virginia-based Farmers’ Cooperative Growth Via Acquisitions Southern States’ Equine Focus Products and Brands Legends is the #1 Southern States Brand Southern States Offers “No Cost Feeding Trials” Southern States Partners with Triple Crown Senior Feed, #3 in Veterinarian Survey Triple Crown Educates Consumers about Companies Using “Least Cost Formulation” Regional Companies Own Ohio Kalmbach Feeds, since 1963, Upper Sandusky, OH Tiz Whiz TDI: Another Ohio-based Premium equine feed company that uses a Fixed Formula Pennfield Equine Feed Technologies: Premium Fixed-Formula
  • 13. Kentucky Equine Research Focus on Nutrition of the Performance HorseDistribution Tractor Supply Figure 4-9: Tractor Supply 2008 Segments, as Percent of Total Sales Vendors and Distribution NetworkGrowth Opportunities for Feed Companies: Equine Disorders and Diseases Obese/Overweight Horses: As high as 51% Natural Grazing vs. Overfeeding, Which is the Culprit Insulin-Resistant Horses Equine Polysaccharide Storage Myopathy (EPSM) Feed Grass (or hay), as nature intended Explosion in New Feed Choices Throwing Supplements Away Figure 4-10: Share of U.S. Retail Sales of Pet Supplements and Nutraceutical Treats by Animal Type, 2004 vs. 2007 (percent) Figure 4-11: Share of U.S. Retail Sales by Animal Type and Category: Pet Supplements vs. Nutraceutical Treats, 2007 (percent) Figure 4-12: Form of Horse Supplements Usually UsedHay and Pasture: The Basics are Back Hay Production U.S. Hay Harvest and Production, 2008 Many Middlemen Involved What else is known about Hay? What stable hay prices mean for equine feed companies Beyond 2009Feed Stagnant, At Least for NowChapter 5: Equine Health Products and Companies
  • 14. Table 5-1: Post-Merger Sales, Based Upon 2008 Sales (in $ millions) Pre-and Post-Merger Market Shares Figure 5-1: Pre-Merger Worldwide Market Shares Figure 5-2: Post-Merger WW Market SharesThe New #1, Worldwide: Merck The Merger Merial: Steady Sales and Salesforce Structure Steady sales growth Salesforce Overlap Animal Care Just a Small Portion of Merck Business Figure 5-3: Merck Revenues, Post Merger Merial’s Rabies Vaccine # 1 Worldwide Consistently Steady Sales Growth Table 5-2: Merial Sales Growth (in $ billions) Figure 5-4: Merial Sales Growth (in $ billions) UlcerGard and GastroGard Over 90% of racehorses have Gastric Ulcers Despite education, horse owners are not that concerned with Equine Ulcers! Unpublicized Facts about Equine Ulcers Free Scoping to Market UlcerGard More Merial Marketing Selling Prevention instead of a Cure UlcerGard Ad Campaign: Stay on Guard Non-prescription Competition for Ulcer Prevention Antacids Herbs Heal Ulcers Generic Omeprazole
  • 15. Alfalfa hay: Simple and Inexpensive Ulcer Protection Figure 5-5: How Buffering Capacity of Alfalfa Hay Helps Reduce and Prevent Gastric Ulcers New Fecal Blood Test Now Available to diagnose ulcers Equioxx: Merial’s Breakthrough in Equine Pain Relief Why Does Equioxx Work without Causing Ulcers? Marketing Equioxx to AQHA Members who Train and Show Injectible Equioxx Debut Colic and GI Issues Number One Concern Among Horse Owners Merial Vaccine Marketing to Vets Merial’s Zimecterin-brand Wormer # 1 Choice Merial’s Other Wormer Brands Merial offers New Satisfaction Guarantee But Renowned Parasite Experts DisagreeIntervet/Schering-Plough Animal Health: Worldwide Market Leader in AnimalHealth Table 5-3: Growth Rates, by Company, 2007-2008 Intervet: Pioneer in Vaccines Intervet: Pioneer in Customer Education Banamine, #1 in Brand Awareness in Pain Relief Safe Niche in Wormers, for now Marketing “We’re For the Horse” Over 50% of health-conscious horse owners administer their own vaccinationsPfizer and Fort Dodge Fort Dodge Pfizer The Brands
  • 16. Fort Dodge: Brand Leader in Vaccines West Nile Innovator # 1 West Nile Vaccine Is West Nile Still A Serious Health Threat to Horses? The Mosquito Shot and the AQHA Worming Products Quest and Quest Plus Marketing and Parasite Resistance Dewormers are the Leading Health and Nutrition Product Purchased at Retail Figure 5-6: Leading Equine Health and Nutrition Products Purchased at Retail, 2007 Brakes put on Deworming Market Growth Rotation vs. Education Competition from “Natural” Worming Products DE: Hype or Serious threat to “profitable poisons”? New Product Development X-Pel Natural Wormer: The Future of Equine Parasite Control? New Product from Turkey Patent has expired on Duddingtonia flagrans Fecal Egg Count: A home test in development? New Zealand Company Launches Equine Fecal Egg Count Kit Equimax: Effective and Safe MarketingSecond-Tier Companies Bayer: 8% of the Animal Health Market Worldwide Novartis Animal Health: 6% market share in animal health Novartis History A New Class of Unique Wormers (AADs) Launched by NovartisOther Companies of Note Virbac S.A.
  • 17. Figure 5-7: Virbac Sales Growth, 2005-2009E (in million Euros)Central Garden and Pet Background CG&P Acquisitions Farnam Farnam, the #1 Brand (at retail) in OTC Horse Products Sales are Currently Flat at CG&P Pet Products Financials Farnam Sales Increased, 2007-2008 Recognizable Brand Name, Website and click-thru Service Farnam’s Wormers IverEase Discontinued Shortly After Launch EquiAid is a Farnam Brand Horse Health, another “Discount” brand Quitt: Cures Wood Chewers? Farnam Product Line, an array second to noneW. F. Young/Absorbine: A Heritage of Innovation Since 1892 Absorbine Today Innovative Products Fuel Demand Stall Safe Disinfecting System Myoplast, the European Secret, is Out Growth by Acquisition: Equine America One Target Market: Aging Baby Boomers Marketing to America’s Future: Facebook and Horsegirl TVBoehringer Ingelheim Vetmedica: Growth due to Swine not Equine New “Joint Health Management Program” Launched April 2009 Surpass Acquired from IDEXX
  • 18. Competing head to head with Merial’s Equioxx Limited Equine Product LineThe Middlemen: Veterinary Supply Companies Table 5-4: Veterinary Supply Companies, Ranked by Revenues, 2008-2009 Butler Animal Health Growth via Acquisition #1 in Equine Supply MWI is #2 in Sales But #1 in Customer Service A 12% average growth rate into 2009 MWI Revises 2009 Revenue Expectations AHI of Westlake, TX, is Catching Up 2008 Sales Up but Disappointing in 2009 Looking for “Selective” Acquisitions to become Number One What About Webster? #2 in Companion Animal Supply Expansion and Growth through Acquisition Milburn Equine is Devoted to Horses Webster Financials, 33% higher for 4Q 2009 Results of the Acquisition Specialized Sales Force PVPL: The Only Veterinary-Owned Distributor Why Do Equine Vets Need so much TLC?Chapter 6: Equine Services A $13 Billion Market Figure 6-1: Equine Services, Shown as Shares of Total Market, 2009 Figure 6-2: Equine Health Services SharesVeterinary Care
  • 19. In the Top 10 Fastest Growing Professions Figure 6-3: Salary Comparison, Veterinarians vs. Other Health care Professionals, 2008 Veterinarian Shortage Predicted Table 6-1: Equine and Mixed Animal Veterinarians, 2006-2012 The AAEP Equine Veterinarians: $2.3 billion in Direct Spending The Role of the Equine Veterinarian Table 6-2: The Veterinarians Role Table 6-3: Veterinary Expenditures, by Pet Type Guarded Future Products Bought Through Vets Figure 6-4: Supplements/Medications Obtained from Your Veterinarian versus Other Retail Outlet Marketing to Vets Over 40% of horse owners rely on their vet for health information Feed and Supplement marketers are not taking advantage of this phenomenonHoof Care Improving Knowledge Methods to improve your hoof-care knowledge Table 6-4: Poll: “During the past 3 years, which of the following methods have you used to improve your hoof-care knowledge?” Meet the Farriers “Good Old” Backyard Horses can add up to a Billion dollars Figure 6-5: Type of Horses Handled by Farriers Barefoot vs. Shoes, a Hot Topic, even among Veterinarians The Do-It-Yourself Craze Is Affecting the Equine Hoof Care Market Barefoot year round
  • 20. Table 6-5: Poll: “Excluding foals and brood mares, what percentage of horses that you provide hoof care for go barefoot year round?” Costs of Routine Hoof Care Figure 6-6: Charges for Hoof-Care Work, by Region Marketing to and Through Farriers: A captive audience Farnam and Farriers Secret Full-time Farriers are a Valuable Marketing Opportunity Footcare in an average day Table 6-6: Poll: “How many horses do you provide footcare for in an average day?” Future Farrier FactsDental Care 8,000 Equine Dentists in the U.S. State Licensing for Equine Dentists Cost of Dental Work Dental Care is Becoming “Routine” Table 6-7: Poll: “How often do you have your horses teeth floated?” Future Outlook for Equine Dental Care Market Size GuesstimateOther Health Services Massage Equinology Equissage Other Programs Equine Acupuncture Acupuncture Without Needles? Equine ChiropracticTraining and Boarding
  • 21. Figure 6-7: Amount Spent on Services in the Past 12 Months Transportation: $3 billion and shrinking Unregulated and Unaudited Race Horses are no longer the Cash Cow for Transporters Insurance Mortality Insurance Major Medical Who Insures Their Horses? Figure 6-8: Poll: “Do you buy insurance for your horse(s)?" Pet Insurance: Part of Employee Compensation Packages Markel and Equisure, Current Market Leaders Figure 6-9: Markel Specialty Program Insurance, 2008 Gross Premium Volume ($230 million) Equine Product Marketers offer Insurance Pfizer’s PreventiCare Program Purina May be NextChapter 7: Future Outlook and Trends IntroductionUnwanted Horses The Unwanted Horse Coalition Releases its Survey Data Survey of 128 Colorado Veterinarians Wild Horses: 10,000 more than “acceptable” levels How Does the BLM Work? Slaughter Pros and Cons to Slaughtering Horses Some Consensus Among the Experts Equine Slaughterhouses Return to the United States: Montana is First On the brighter side of the unwanted horse and slaughter issues
  • 22. Racetracks and the Thoroughbred Retirement Foundation Offer SolutionsEvery Horse has an Owner. Every Owner Has a ResponsibilityThe Jockey Club Encourages Funding for Proper Retirement of ThoroughbredHorses with New ProgramCompanies Pitch In to HelpHorse Rescue Groups Offer SolutionsEven Elvis Presley is Helping Rescued HorsesFINALLY: No-Cost Gelding of Stallions Used For BreedingNatural HorsemanshipNatural Equine ProductsWho started this Revolution?Parelli Natural Horsemanship is the Largest and Most OrganizedFigure 7-1: Growth in Parelli “Savvy Club” Member Revenues, 2005-2008 (in $millions)Understanding the RevolutionJessica Jahiel, PhD, the Voice Of Reason in the Equine MarketSenior Horses and Senior PeopleTable 7-1: Baby Boomers, by AgeEquestrian Communities: A Major Marketing OpportunityThe EconomyHorse Supply and DemandThere is Some Good NewsOpportunities in repair of large-ticket itemsFigure 7-2: New Horse Trailer Purchase Plans, Poll: “Will you purchase a newhorse trailer in the next year?”Horsemanship is a LifestyleA Market in Flux
  • 23. Available immediately for Online Download athttp://www.marketresearch.com/product/display.asp?productid=1600728   US: 800.298.5699UK +44.207.256.3920Intl: +1.240.747.3093Fax: 240.747.3004 

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