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市場調査レポート

米国の馬市場

U.S. Equine Market, 2nd Edition

発行 Packaged Facts 商品コード 100078
出版日 ページ情報 英文 152 Pages
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米国の馬市場 U.S. Equine Market, 2nd Edition
出版日: 2014年05月31日 ページ情報: 英文 152 Pages
概要

2009年以降、全体的な馬市場は年率約4%で減少しています。2013年の米国における馬関連製品・サービスの小売り売上は233億米ドルとなりましたが、2017年までに204億米ドルに減少すると予測されています。

当レポートでは、米国における馬の頭数、馬主動向とともに、馬用製品の小売り動向、新製品、および競合動向などの分析を提供しており、消費者動向の調査結果をまとめ、お届けいたします。

第1章 エグゼクティブサマリー

第2章 市場

  • イントロダクション
  • 調査範囲
  • 調査手法
  • 市場規模・構成
  • 馬市場における売上の減少
  • 馬主の費用
  • 馬の頭数
  • 馬:品種別
  • 市場展望
  • 衰退する産業
  • 所有コストの上昇
  • 不要な馬
  • 馬は米国文化の愛される部分として残る
  • 馬セラピー
  • 馬産業の経済的影響
  • 馬産業の環境的影響
  • ナチュラルホースマンシップ
  • 天然の馬製品
  • 法律
  • 展望、ほか

第3章 競合動向

  • イントロダクション
  • 競合情勢
  • M&A
  • 主要マーケッター
  • 馬用医薬品企業
  • 馬製品の小売り業者
  • 幅広いペット市場における主要因
  • 馬の健康と福祉、ほか

第4章 マーケティング・新製品の動向

  • マーケティング動向
  • 顧客フィードバック・参加
  • 有効性の保証
  • セレブリティ(有名人)の支持
  • 生活様式
  • 人間/動物の結びつき
  • 業績
  • 価値
  • 業界団体との提携
  • 新製品の動向
  • 新しい飼料製品
  • 新しいサプリメント・飼料添加物
  • 馬用のヘルスケア製品
  • 関節保護・筋肉サポート
  • 鞍・グルーミング製品
  • 馬向けサービス
  • 獣医医療
  • 馬の獣医の役割
  • 蹄鉄工
  • デンタルケア
  • 馬の保険、ほか

第5章 消費者動向

  • 馬所有の動向
  • 調査手法データソース
  • ペット用の馬所有が減少
  • 娯楽/トレイル乗馬が最も人気のあるアクティビティ
  • USDAによるとテキサス州は馬の頭数が最も多い
  • 馬に関連した活動の動向
  • 乗馬の人気が上昇
  • クォーターホースショーへの参加が増加
  • 競馬への関心は安定
  • 来年の展望
  • 馬製品購入の動向
  • 馬主は獣医の情報を信用
  • 馬関連製品の購入リストのトップは飼料、ほか

付録

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目次
Product Code: LA5192045

Battling declining horse ownership levels brought on by years of recessionary conditions, marketers in the horse products market have witnessed years of declining sales. Since 2009, according to Packaged Facts estimates, the overall equine market has declined by about 4% annually. Still, as the economy slowly recovers, things should be looking up for this industry. The U.S. remains by far the country with the largest horse population in the world, and the introduction of horse-themed radio and TV stations, not to mention the ".horse" top-level Internet domain extension, clarify just how deeply rooted in American culture the horse is. Additionally, the equine industry overall has a vital economic impact, with the direct impact reaching into the billions of dollars in states with high equine populations such as Kentucky and Oklahoma. Growing interest in natural horsemanship techniques and products, as well as continued R&D efforts to develop new feed and supplement products targeting equine-specific health issues, are additional positive signs that the equine market still has legs.

Bringing to bear more than 20 years of experience in analyzing companion animal markets and drawing on Packaged Facts' broad cross-category expertise, the all-new U.S. Equine Market, 2nd Edition report pinpoints strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. Covering both equine supplies and services, the report provides a comprehensive overview of the market, covering cross-market trends and opportunities through 2017. Among these: the impact of the recession and economic recovery; recent mergers and acquisitions; advertising and promotional trends including cause marketing; green initiatives; specialty diet products; condition-specific feeds and supplements; and non-traditional equine services such as equine massage and acupuncture.

Estimating 2013 U.S. retail sales at $23.3 billion, the report estimates the size and composition of this hard-to-pinpoint market and forecasts growth trends. It also tracks the major marketers participating in the equine market and provides a bird's eye view of the major equine services. In sum, The U.S. Equine Market, 2nd Edition thoroughly documents competitive, new product and retail trends, as well as trends in equine owner demographics. Dozens of images of equine products and consumer ads are included.

Additional Information

SAMPLE INSIGHTS AND HIGHLIGHTS

  • Declines in horse ownership and the horse population have led to a sharp reduction in the amount spent on horses in the U.S. However, Packaged Facts believes that the market is approaching a new, more modest plateau, with the heavy declines of recent years moderating somewhat going forward. By our projections, sales will level out at $20.4 billion by 2017.
  • The supplies category accounts for 56% of all equine sales in 2013, with food accounting for the largest portion of that with 47% of the whole. Services accounts for 44% of sales, with non-veterinary services accounting for the majority, at 36% of the whole.
  • The United States, by far, accounts for the highest total number of horses globally, although the actual horse count varies among sources. The Food and Agricultural Organization of the United Nations (FAOSTAT) reports that the U.S. was home to over 10.2 million horses in 2012, up almost 8% from 2008, with small increases experienced each year of the period.
  • The cost of one of the largest equine-related expenses, feed, has risen dramatically due to soaring hay prices.
  • Among the major companies participating in the horse market, Farnam is unique in that its focus is on equine health products, rather than feed. Farnam, a wholly-owned subsidiary of Central Garden & Pet (CG&P), markets a huge variety of equine products, from fly repellents to surgical scrubs to wound dressings. CG&P posted sales of $1.7 billion in 2013, with a 2.7% decrease was due in large part to a $43 million drop in Pet Supplies sales, $13 million of which came from the Animal Health line of the business.
  • Horse owners are seldom able to enjoy "one-stop-shopping" when it comes to their horse care needs. Moreover, in the age of Internet shopping, online purchases are becoming more common, especially for specialty items that may be difficult to locate locally.
  • Studies have shown that equine therapy has been successful in helping patients show marked improvements in assertiveness, emotional awareness, problem-solving skills and social responsibility.
  • In January 2014, Spalding Labs launched a new 24-hour Internet radio station featuring western music, cowboy poetry, western swing, and expert horse care advice.
  • Senior horses, like senior dogs and cats, are a new product focus. Cargill added to its SafeChoice feed line-up with Nutrena SafeChoice Senior horse feed. SafeChoice Senior is an added-fat, controlled starch, complete feed formula, "ideal for senior horses and their unique needs." Supplement specialist SmartPak introduced SmartCombo Senior Ultra Pellets provide comprehensive support to senior equines.
  • Among horse owners surveyed by the American Pet Products Association for its 2013-2014 APPA National Pet Owners Survey, data, feed stores/agricultural supply stores are the most popular outlet for purchasing most but not all types of horse supplies.
  • Despite the drop in horse-owning households, horseback riding as an activity has increased in popularity in the past five years. According to Simmons data, in 2013, 6.5% of those surveyed had ridden a horse in the past 12 months, up from 5.7% in 2009.
  • Major companies offering equine insurance include Equisure and Markel, the most visible advertiser in the equine insurance arena.

Table of Contents

Chapter 1: Executive Summary

  • Scope and Methodology
  • Scope of Report
  • Two Product Categories
  • Report Methodology
  • Market Trends
  • Equine Market Sales on the Decline
  • Figure 1-1 Share of Equine Market Sales by Category, 2013 (percent)
  • U.S. Home to More Than 10 Million Horses
  • An Industry in Decline
  • Unwanted Horses
  • Natural Horsemanship
  • Competitive Trends
  • The Competitive Landscape
  • The Major Marketers
  • Equine Pharmaceutical Companies
  • Equine Product Retailers
  • Marketing and New Product Trends
  • Marketing Trends
  • New Product Trends
  • New Feed Products
  • New Supplements and Feed Additives
  • Horse Health Care Products
  • Equine Services
  • Consumer Trends
  • Horse Ownership Trends
  • Figure 1-2 Pet Ownership vs. Horse Ownership as Percentage of U.S. Households, 2004-2012 (percent)
  • Figure 1-3 Percentage Share of Horse Population by State, 2012
  • Trends in Horse Product Purchases

Chapter 2: Highlights

Chapter 2: The Market

  • Introduction
  • Scope of Report
  • Two Product Categories
  • A Note on the Hay Market
  • Report Methodology
  • Types of Domesticated Equines
  • Types of Horse Owners
  • Market Size and Composition
  • Equine Market Sales on the Decline
  • Table 2-1 U.S. Equine Market Sales, 2009, 2013, 2017 (millions)
  • Figure 2-1 Share of Equine Market Sales by Category, 2013 (percent)
  • Horse Owner Expenses
  • Table 2-2 Annual Expenditures of Horse Operations, Virginia: 2010 (dollars)
  • Illustration 2-1 HorseChannel.com Horse Cost Calculator
  • The Horse Population
  • U.S. Home to More Than 10 Million Horses
  • Table 2-3 Horse Population, U.S. and World: 2008-2012 (in thousands and percent)
  • Table 2-4 Global Horse Population, Countries with Populations Over One Million: 2012 (in thousands)
  • Horses by Type
  • American Quarter Horse
  • American Paint Horse
  • Thoroughbreds
  • Other Horse Types
  • Figure 2-2 Share of Horse Population by Breed, 2013 (percent share)
  • Horse Disciplines
  • Market Outlook
  • An Industry In Decline
  • The Increasing Cost of Ownership
  • Unwanted Horses
  • Illustration 2-2 A Home for Every Horse Website
  • Humane Society and Rescue Organizations Provide Alternatives
  • Illustration 2-3 Screenshot from a Video Promoting the Doris Day Horse Rescue
  • and Adoption Center
  • Wild Horse Population
  • Illustration 2-4 Bureau of Land Management Burros in a Pen
  • Horses Remain a Beloved Part of U.S. Culture
  • The .horse Top-Level Domain
  • Horse-themed Radio Station
  • Illustration 2-5 Banner Ad for Flying SL Ranch Radio
  • Horse-Focused Television Station
  • Equine Therapy
  • Economic Impact of Equine Industry
  • Kentucky
  • Table 2-5 Economic Impact of Kentucky Equine Industry, 2012
  • Virginia
  • New York
  • Oklahoma
  • Table 2-6 Economic Impact of Oklahoma Equine Industry, 2012
  • Environmental Impact of Equine Industry
  • Natural Horsemanship
  • Natural Equine Products
  • Legislation
  • Prevent All Soring Tactics Act Introduced
  • Horse Transportation Safety Act of 2013 Introduced
  • The Horseracing Integrity and Safety Act of 2013
  • Legislation Impacting Horse Slaughter
  • Looking Ahead
  • Horse Ownership Reaches Plateau
  • Costs for Feed, Services Continue to Rise
  • Unwanted Horses Remain a Problem
  • Growing Interest in Natural Horse Products

Chapter 3: Highlights

Chapter 3: Competitive Trends

  • Introduction
  • The Competitive Landscape
  • Mergers and Acquisitions
  • Pfizer Spins Off Zoetis
  • Cargill Acquires Provimi
  • Cargill Acquires Pennfield Feed Mills
  • Manna Pro Acquires Three Brands from Summit
  • Eli Lilly Acquires Novartis
  • Purina Animal Nutrition Partners with Science Supplements
  • Kent and Blue Seal Consolidate
  • Other Acquisitions
  • The Major Marketers
  • Land O'Lakes/Purina Mills
  • Cargill
  • Illustration 3-1 Nutrena Feed Selector
  • Manna Pro
  • Farnam
  • MARS, Inc. and Buckeye
  • Kent/Blue Seal
  • Table 3-1 Selected Marketers and Brands of Equine Products, 2014
  • Equine Pharmaceutical Companies
  • Overview
  • Zoetis
  • Merial (Sanofi)
  • Merck Animal Health
  • Other Companies
  • Bayer Animal Health
  • Novartis Animal Health
  • Virbac
  • Equine Product Retailers
  • Little "One-Stop Shopping" in Equine Market
  • Table 3-2 Share of U.S. Retail Sales of Pet Products Market by Channel, 2013(percent)
  • Valley Vet Supply
  • Illustration 3-2 Valley Vet Supply Website
  • Jeffers Equine
  • Illustration 3-3 Jeffers Equine Website
  • Tractor Supply Co.
  • Illustration 3-4 Tractor Supply Co. Website Horse Page
  • State Line Tack and Horse.com
  • Illustration 3-5 State Line Tack Website
  • KBC Horse Supplies
  • Illustration 3-6 KBC International Website
  • Doctors Foster and Smith
  • Illustration 3-7 Drs. Foster and Smith Website Equine Page
  • Mass Merchandisers and Pet Superstores
  • Illustration 3-8 Petco Website Horse Product Selection
  • Social Responsibility
  • A Major Factor in the Broader Pet Market
  • Table 3-3 Level of Agreement with the Statement: "The participation by pet product retailers in pet welfare and rescue causes and events plays a significant role in where I buy pet products," 2014 (percent)
  • Table 3-4 Level of Agreement with the Statement:"The participation by pet product brands in pet welfare and rescue causes and events plays a significant role in which brands I buy," 2014 (percent)
  • SmartPak Gives Back
  • Horse Health and Welfare
  • Supporting Breast Cancer Research
  • Environmental Awareness
  • Dynamite Specialty Products' Environmental Efforts
  • Illustration 3-9 Dynamite's Sustainable Product Packaging
  • Manna Pro Leads by Example with Sustainability Practices
  • Seminole Supports the Horse Industry
  • Tractor Supply Company's Stewardship Program

Chapter 4: Highlights

Chapter 4: Marketing and New Product Trends

  • Marketing Trends
  • Customer Feedback and Participation
  • Illustration 4-1 Triple Crown Feed Horses of the Month Web Page
  • Illustration 4-2 Tribute Horse Feeds Video Testimonial
  • Guaranteed Effectiveness
  • Illustration 4-3 SmartPak's Supplement Guarantee
  • Illustration 4-4 Merial's Zimecterin Product Satisfaction Guarantee
  • Celebrity Endorsements
  • Illustration 4-5 Eastern Townships Acreages and Tuny Page
  • Illustration 4-6 Total Equine and Tyler Magnus
  • Illustration 4-7 Nutrena and John Lyons Signature Feed
  • A Way of Life
  • Illustration 4-8 Purina "Way of Life" Banner
  • Illustration 4-9 Manna Pro "Open Air/Open Hearts" Banner Ad
  • Human/Animal Bond
  • Illustration 4-10 Absorbine Ultra Shield
  • Illustration 4-11 Tribute Feed Website Home Page
  • Illustration 4-12 Wysong Equine Logo
  • Performance
  • Illustration 4-13 Finish Line Muscle Tone World Record Ad
  • Illustration 4-14 Kent Nutrition Group Sentinel Performance-Focused Ad
  • Value
  • Illustration 4-15 MARS Buckeye Nutrition Gro 'n Win Focus on Value
  • Illustration 4-16 Triple Crown Lite Focus on Value
  • Affiliation with Industry Organizations
  • New Product Trends
  • New Feed Products
  • Nutrena SafeChoice Senior
  • Triple Crown TLC
  • Kent Nutrition Group Expands Dynasty Feed Line
  • Illustration 4-17 Blue Seal's New Dynasty Feed Line
  • Purina Hydration Hay
  • Illustration 4-18 Purina Mills New Hydration Hay Blocks
  • New Supplement and Feed Additive Products
  • SmartPak SmartGI and SmartCombo Offer Combination Savings
  • Illustration 4-19 SmartPak SmartGI Ultra Supplement
  • HorsLic Free Choice Supplements
  • Illustration 4-20 New Generation Feeds HorsLic Supplement Line
  • APC Introduces LIFELINE Performance Supplements
  • Illustration 4-21 APC LIFELINE Supplements
  • Horse Health Care Products
  • Digestive Support
  • Illustration 4-22 Med-Vet Gastro-Plex
  • Joint Protection and Muscle Support
  • Illustration 4-23 Response Products Cetyl M Complete
  • Illustration 4-24 Absorbine Bute-Less
  • Illustration 4-25 Purina ElectroEase, FreedomFlex and HydraSalt Supplements
  • Other Horse Health Care
  • Illustration 4-26 Finish Line EZ-Willow Poultice
  • Illustration 4-27 Farnam's Horseshoer's Secret Thrush Treatment Aid
  • Illustration 4-28 Shapley's Original MTG Plus
  • Tack and Grooming Products
  • Illustration 4-29 Bucas Buzz-Off Zebra Fly Sheet
  • Illustration 4-30 Equine Organix Horse Detangler
  • Illustration 4-31 Ponytail Grooming Collection
  • Equine Services
  • Veterinary Care
  • The Role of the Equine Veterinarian
  • Figure 4-1 Veterinarian's Participation in Equine Care
  • Changes in Deworming Practices
  • Visits to Veterinarians Decline
  • Rising Costs of Equine Veterinary Care
  • Farriers
  • Shoes vs. Barefoot
  • Dental Care
  • Other Health Services
  • Massage
  • Equine Acupuncture and Acupressure
  • Equine Chiropractic
  • Equine Insurance

Chapter 5: Highlights

Chapter 5:Consumer Trends

  • Horse Ownership Trends
  • Methodology and Data Sources
  • Pet Horse Ownership on Decline
  • Figure 5-1 Pet Ownership vs. Horse Ownership as Percentage of U.S. Households, 2004-2012 (percent)
  • Pleasure/Trail Riding Most Popular Activity
  • Table 5-1 Most Popular Uses of Horses by Horse Owners, 2009 vs. 2012
  • USDA Finds Texas Has Highest Horse Population
  • Table 5-2 Horse Population by State, 2007 vs. 2012 (number and percentage change)
  • Figure 5-2 Percentage Share of Horse Population by State, 2012
  • Table 5-3 Number of Farms with Horses in Residence by State, 2007 vs. 2012
  • Figure 5-3 Percentage Share of Farms with Horses in Residence by State, 2012
  • Trends in Horse-Related Activities
  • Horseback Riding Grows in Popularity
  • Table 5-4 Horseback Riding, Participated Last 12 Months, 2009-2013
  • Table 5-5 Selected Demographics for Horseback Riding: Participated Last 12 Months, 2013 (percent and index)
  • Quarter Horse Show Participation on the Rise
  • Table 5-6 Quarter Horse Shows, 2009-2013
  • Table 5-7 American Paint Horse Shows, 2009-2013
  • Interest in Horse Racing Remains Steady
  • Table 5-8 Horse Racing, Viewed Last 12 Months, 2009-2013
  • Table 5-9 Horse Racing Events Viewed Last 12 Months vs. Plan to
  • Watch Next Year, 2009-2013 (percent)
  • Table 5-10 Selected Demographics for Horse Racing: Attended vs. Viewed on TV, Last 12 Months, 2013 (index)
  • Trends in Horse Product Purchases
  • Horse Owners Trust Veterinarians for Information
  • Table 5-11 Top 10 Sources of Information for Horse Owners, 2010 vs. 2012 (percent)
  • Feed Tops List of Horse-Related Purchases
  • Table 5-12 Horse Care Items Owned, Purchased and Plan to Purchase, 2012 (percent)
  • Figure 5-4 Share of Horse Owners Purchasing Food Types in the Past 12 Months, 2010 vs. 2012 (percent)
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