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米国の馬関連製品・サービス市場:第3版

U.S. Equine Market, 3rd Edition

発行 Packaged Facts 商品コード 100078
出版日 ページ情報 英文 164 Pages
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米国の馬関連製品・サービス市場:第3版 U.S. Equine Market, 3rd Edition
出版日: 2017年03月14日 ページ情報: 英文 164 Pages
概要

当レポートでは、米国における馬関連製品・サービスの市場を調査し、市場の定義と概要、馬の飼育頭数、市場規模の推移と予測、カテゴリー別の内訳、マーケティングの動向、新製品の例、競合環境と主要事業者のプロファイル、消費者のプロファイルおよび製品・サービスの利用動向などをまとめています。

第1章 エグゼクティブサマリー

  • 調査範囲・調査手法
  • 市場動向
  • 競合動向
    • 競合環境
    • 主な販売企業
    • 馬用医薬品企業
    • 馬用製品小売業者
  • マーケティング&新製品の動向
    • マーケティングの動向
    • 新製品の動向
    • 馬関連サービス
  • 消費者動向

第2章 市場

  • イントロダクション
  • 市場規模・市場構成
    • 市場売上
    • 馬主の費用
  • 馬の頭数
    • タイプ別
    • 馬の競技
  • 市場の見通し
  • 法規制
  • 展望

第3章 競合動向

  • イントロダクション
    • 競合環境
    • M&A
  • 主な販売企業
    • Purina Mills (Land O'Lakes)
    • Cargill
    • Manna Pro
    • Farnam
    • Mars, Inc. and Buckeye
    • Kent Nutrition Group
  • 馬用医薬品企業
    • 概要
    • Zoetis
    • Boehringer Ingelheim / Merial
    • Merck Animal Health
    • Virbac
  • 馬用製品の小売業者
    • SmartPak Equine
    • Dover Saddlery
    • Valley Vet Supply
    • Jeffers Pet
    • Tractor Supply Co.
    • TABcom
    • KBC Horse Supplies
    • Doctors Foster and Smith
    • 日曜大工店・ハードウェアストア

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
    • 専門家によるアドバイス
    • 顧客のフィードバック・参加
    • 保証
    • ユーモア
    • 扱いの容易さ
    • セレブリティによる推薦
    • 人間と動物の絆
    • パフォーマンス
    • スポンサーシップ
    • モバイルマーケティング
    • ローカルラジオ
    • 社会的責任
  • 新製品の動向
    • 新しい飼料
    • 新しいサプリメント・飼料添加物
    • ヘルスケア製品
    • トラック製品・グルーミング製品
  • 馬関連サービス
    • 獣医療
    • 蹄鉄工
    • デンタルケア
    • その他のヘルスサービス
    • 保険

第5章 消費者動向

  • 馬の所有動向
  • 馬関連のアクティビティの動向
  • クォーターホースショーへの参加
  • 馬関連製品の購入動向

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目次
Product Code: LA15184170

Despite renewed interest in horses spurred on by some historic horse racing in the last few years, the U.S. equine industry continues its decline. Horse ownership levels dropped and with fewer new foal registrations every year, the industry is looking at fewer horses to feed and care for in the years ahead. But the industry remains optimistic and appears to believe that the worst is behind it.

U.S. Equine Market, 3rd Edition highlights strategic directions for current and prospective marketers, with a forward-looking focus on high-growth product segments and market drivers. The report provides a comprehensive overview of the market, covering cross-market trends and opportunities in both equine supplies and services. It thoroughly reviews competitive, new product and retail trends, as well as trends in equine owner demographics.

The report estimates the size and composition of this 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. Highlights include the impact of the recession and economic recovery; recent mergers and acquisitions; advertising and promotional trends including cause marketing; specialty diet products; condition-specific feeds and supplements; and non-traditional equine services such as equine massage and acupuncture. Dozens of images of equine products and consumer ads are included.

Table of Contents

CHAPTER 1: EXECUTIVE SUMMARY

SCOPE AND METHODOLOGY

  • Scope of Report
  • Report Methodology

MARKET TRENDS

  • Equine Market Sales Continue Slide
  • Figure 1-1 Share of Equine Market Sales by Category and Segment, 2016 (percent)
  • U.S. Boasts More Than 10 Million Horses
  • Industry Becoming More Optimistic

COMPETITIVE TRENDS

  • The Competitive Landscape
  • The Major Marketers
  • Equine Pharmaceutical Companies
  • Equine Product Retailers

MARKETING AND NEW PRODUCT TRENDS

  • Marketing Trends
  • New Product Trends
  • Equine Services

CONSUMER TRENDS

  • Horse Ownership Trends
  • Figure 1-2 Pet Ownership vs. Horse Ownership as Percentage of U.S. Households, 2004-2014 (percent)
  • Horse Owners Ride for Pleasure
  • Table 1-1 Primary Uses of Equids by Size of Operation, 2015
  • Trends in Horse Product Purchases

CHAPTER 2: THE MARKET

INTRODUCTION

  • Scope of Report
  • Report Methodology

MARKET SIZE AND COMPOSITION

  • Equine Market Sales Continue Slide
  • Table 2-1 U.S. Equine Market Sales, 2012, 2016, 2020 (millions)
  • Figure 2-1 Share of Equine Market Sales by Category and Segment, 2016 (percent)
  • Horse Owner Expenses
  • Table 2-2 Average Equine Expenses in Loudon County, Virginia: 2013 (dollars)

THE HORSE POPULATION

  • U.S. Boasts 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: 2014 (in thousands)
  • Horses by Type
  • Table 2-5 Percent of Resident Horses by Breed and Region, May 2015
  • Horse Disciplines

MARKET OUTLOOK

  • Industry Becoming More Optimistic as it Searches for Stability
  • Unwanted Horses
  • Illustration 2-1 A Home for Every Horse Ad
  • Illustration 2-2 Bureau of Land Management Infographic
  • Equine Therapy
  • Environmental Impact of Equine Industry
  • Natural Horsemanship

LEGISLATION

  • Soring Rules Released
  • Horse Transportation Safety Act
  • The Horseracing Integrity and Safety Act
  • Legislation Impacting Horse Slaughter

LOOKING AHEAD

  • Horse Ownership Declines Stabilize

CHAPTER 3: COMPETITIVE TRENDS

INTRODUCTION

  • The Competitive Landscape
  • Mergers and Acquisitions

THE MAJOR MARKETERS

  • Purina Mills (Land O'Lakes)
  • Illustration 3-1 Purina Mills' "Animals Speak Louder Than Words" Campaign
  • Cargill
  • Manna Pro
  • Farnam
  • Illustration 3-2 Farnam's Horseshoer's Secret Ad
  • Mars, Inc. and Buckeye
  • Kent Nutrition Group
  • Table 3-1 Selected Marketers and Brands of Equine Products, 2016

EQUINE PHARMACEUTICAL COMPANIES

  • Overview
  • Zoetis
  • Boehringer Ingelheim / Merial
  • Illustration 3-3 Boehringer Ingelheim's IDPPID.com Website
  • Merck Animal Health
  • Virbac

EQUINE PRODUCT RETAILERS

  • Horse Retailing Highly Fragmented
  • Table 3-2 Share of U.S. Retail Sales of Pet Products Market by Channel, 2015 (percent)
  • SmartPak Equine
  • Illustration 3-4 SmartPak Content Marketing
  • Dover Saddlery
  • Illustration 3-5 Dover Saddlery Grand Opening Sign
  • Valley Vet Supply
  • Illustration 3-6 Valley Vet Supply Website
  • Jeffers Pet
  • Illustration 3-7 Jeffers Equine Christmas Promotion on Facebook
  • Tractor Supply Co.

TABcom

  • Illustration 3-8
  • Search Ad for State Line Tack

KBC Horse Supplies

  • Illustration 3-9 KBC Brand Products
  • Doctors Foster and Smith
  • Illustration 3-10 Horses Education Center on Drs. Foster and Smith Website
  • Home Improvement Stores and Hardware Stores
  • Illustration 3-11 Horse Ad for Karsten's Ace Hardware

CHAPTER 4: MARKETING & NEW PRODUCT TRENDS

MARKETING TRENDS

  • Expert Advice
    • Illustration 4-1 GLC Website Testimonial
    • Illustration 4-2 Purina's Equine Experts
    • Illustration 4-3 SmartPak's "Ask the Vet!" Videos
  • Customer Feedback and Participation
    • Illustration 4-4 Finish Line's Five Star Ratings
    • Illustration 4-5 Med Vet Pharmaceutical's Customer Testimonial
    • Illustration 4-6 SmartPak's Med Vet Pharmaceutical's Customer Testimonial
  • Guarantees
    • Illustration 4-7 Arenus Colic Assurance Program
  • Humor
    • Illustration 4-8 Smartpak's "If Horses Were People" Videos
    • Illustration 4-9 Zoetis Ad for Quest
  • Ease of Use
    • Illustration 4-10 Zoetis Ad for Dormosedan Gel
    • Illustration 4-11 All Natural Majesty's Easy-to-Use Wafer
  • Celebrity Endorsements
    • Illustration 4-12 Purina's Ambassador List
    • Illustration 4-13 GLC and Gary Stevens
    • Illustration 4-14 Omega Alpha Ambassador Megan Lane
  • Human/Animal Bond
    • Illustration 4-15 Farnam Print Ad Spread
  • Performance
    • Illustration 4-16 Print Ads for Calf-Manna
    • Illustration 4-17 Hallway Feeds Ad "Powering the World's Richest Race"
  • Sponsorships
    • Illustration 4-18 Arenus Sponsorship
    • Illustration 4-19 Notice for Grand Opening of The Tractor Supply Co. Arena
  • Mobile Marketing
    • Illustration 4-20 Horse & Rider Horsepower Pursuit Trivia Game
    • Illustration 4-21 Zoetis' EQStable App
    • Illustration 4-22 Merial's Ride to Win App
  • Local Radio
    • Illustration 4-23 Live Radio Remote Event from Blue Seal
  • Social Responsibility
  • Table 4-1 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," 2014-2016 (percent)
  • Table 4-2 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," 2014-2016 (percent)
    • Illustration 4-24 Purina "For a Horse Named Sam" Video
    • Illustration 4-25 Horse.com's Sponsorship of Rescue Horse
    • Illustration 4-26 Horse.com's Sponsorship of Rescue Horse

NEW PRODUCT TRENDS

  • New Feed Products
    • Illustration 4-27 Print Ad for Purina Equine Senior Horse Feed with ActivAge
    • Illustration 4-28 Buckeye Ad Introducing New Packaging
    • Illustration 4-29 DuMor's Expanded Horse Feed Line
    • Illustration 4-30 New Blue Seal Inspire Line
    • Illustration 4-31 Triple Crown Naturals
    • Illustration 4-32 Ad for Nutrena Topline Balance
  • New Supplement and Feed Additive Products
    • Illustration 4-33 Manna Pro's Nurse All Multi Species with Opti-Gut
    • Illustration 4-34 SmartPak SmartSalt Pellets
    • Illustration 4-35 HorseTech Respire
    • Illustration 4-36 Formula 707 Horse Logic
  • Horse Health Care Products
    • Illustration 4-37 Finish Line Willowcin-X
    • Illustration 4-38 Farnam's PuriShield Wound Care
    • Illustration 4-39 MannaPro's Theracyn Pink Eye Spray
    • Illustration 4-40 PonyUp's VetCheq System
  • Tack and Grooming Products
    • Illustration 4-41 SmartPak's OutSmart Fly Spray
    • Illustration 4-42 WeatherBeeta's ComFiTec Turnout Blanket
    • Illustration 4-43 ThinLine's GatorBootz
    • Illustration 4-44 Standlee Horse Fresh Bedding Enhancer

EQUINE SERVICES

  • Veterinary Care
  • Farriers
  • Dental Care
  • Other Health Services
  • Equine Insurance

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, 2004-2014(percent)
  • Horse Owners Ride for Pleasure
  • Table 5-1 Primary Uses of Equids by Size of Operation, 2015

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 Holds Steady
  • Table 5-4 Horseback Riding, Participated Last 12 Months, 2009-2016
  • Table 5-5 Selected Demographics for Horseback Riding: Participated Last 12 Months, 2016 (percent
  • and index)

QUARTER HORSE SHOW PARTICIPATION HITS NEW HEIGHTS

  • Table 5-6 Quarter Horse Shows, 2011-2015
  • Table 5-7 American Paint Horse Shows, 2011-2015
  • Healthy Interest in Horse Racing
  • Table 5-8 Horse Racing, Viewed Method, 2012-2016
  • Table 5-9 Horse Racing Events Viewed Last 12 Months vs. Plan to Watch Next Year, 2012-2016(percent)
  • Table 5-10 Selected Demographics for Horse Racing: Attended vs. Viewed on TV, Last 12 Months,2016 (index)

TRENDS IN HORSE PRODUCT PURCHASES

  • Veterinarians Are the Top Information Source
  • Table 5-11 Top 10 Sources of Information for Horse Owners, 2010-2014 (percent)
  • Feed Leads Horse-Related Purchases
  • Table 5-12 Horse Care Items Owned, Purchased and Plan to Purchase, 2012 vs. 2014 (percent)
  • Figure 5-4 Share of Horse Owners Purchasing Food Types in the Past 12 Months, 2012 vs. 2014(percent)
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