Any studies, or anecdotal evidence, to indicate where the horse/pony/mule markets are going?

In reading Western Horseman's article in November's issue it seems that the big Western breed associations are concentrating on developing the interest of younger riders. That is good, but, unless their parents buy for them, that market is some time away. What are the 80 or so % of people who now live in urban areas (Canadian statistic, don't know the US stat) now doing (besides going to the darned malls!)? Are most of our opportunities for horse/pony/mule sales to people on hobby farms on the outskirts of cities? If so how do we get these folks out to our farms, which are often away from cities and those appalling land prices. Are mature immigrants with money interested in equines at all or are they entirely urban? Are their children wanting to ride English as that is what may be most available on the urban outskirts? What are the possible markets to Europe/India/China, to the nouveau riche in developing countries, and how do we differentiate ourselves from their breeders? Should we combine horse sales with services to bring people out: riding lessons, horse boarding, picnics, fishing... And is it worth it? What buyer trends should we be attending to: besides what are boomers buying and are they buying for their grandchildren?
Ann Hatfield, Maple Leaf Mules: competition/sport mules and recreational, spotted, gaited mules

Replies to This Discussion

Permalink Reply by Diana on January 16, 2010 at 5:07pm

Good thoughts Ann.

I haven't seen the Western Horseman article but what you explain of it reminds me of one that was written for the Appaloosa Journal a few years ago, giving many breed associations and breeders food for thought.

Someone should suggest that Equine Canada (Breed & Industry as well as Recreation divisions) should do a market research survey like the political parties do or other special interest groups do - you know those annoying surveys at meal times. Without proper answers from the general public we cannot do a good job marketing. Then these groups that did the market research should devise an advertising campaign designed for the local public not involved in the equine industry.

Also we need to make the lower levels of the sport and recreational riding look more exciting. People only want to get involved if it looks like fun, big name people do it (not just our top riders but TV, movie and music stars) and/or there is a reward. Many of the general public are weekend warriors not wanting the expense of owning and upkeep of a horse/pony of their own but even if we made a few converts along the way it would help.

I'm sure there would be a big surge in participation in horse activities if Dr. Oz or Oprah or Dr Phil (or any famous Canadian talk show host) showed the general public how many calories are used up on a daily basis and the other benefits to mental and physical health that could be attained.

How to help those in the outlying rural areas? Well that's a more difficult question. First off I would think that you need to establish yourself a niche that is your expertise (perfect what you are doing right), then you need to raise awareness about your niche and product (marketing via many channels - press releases, media friendliness, etc), then you need to establish ties with those stables nearer the general public(cooperative ventures) and get a few of your product into their hands even if it is via the stables closer to the big cities (sales, leasing, ....). Almost a build it and they will come scenario. If they don't know you have built it and what you have built, how will they know where to come to?

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