One in three equestrian consumers still spending
One in three equestrian consumers still spending Less than half (48%) of horse owners and riders have cut back on lessons, competing and memberships in the current economic climate, according to new research from the British Equestrian Trade Association (BETA). |  |
Insurance cover has been reduced by only 12% of owners and riders, while just 9% have reduced frequency of shoeing and a mere 5% have cut back on worming their horses.
The statistics comprise the first findings of the Equestrian Consumer Research Panel, created by BETA to analyse equestrian consumers' buying habits and attitudes to topical issues.
"The trend appears to be for making savings on the frequency of competing and training, with owners and riders still spending on caring for horses and purchasing essential equipment," said Claire Williams, executive director of BETA.
A further indication of buoyant consumer activity is that 88% of respondents have taken riding holidays, with 83% planning to do so again.
Performance rather than price is consumers' top priority when choosing horse feeds. 91% said they selected a product that made their horse look great and perform well, while only 62% were influenced mainly by cost. 11% liked feeds manufactured by a trade association member - but just 5% were impressed by rider endorsements.
Asked about their horses' top five ailments, behavioural issues were cited by 35% followed by stiffness/mobility (32%), weight gain and allergies (30%) and weight loss (24%).
BETA's web based research project, managed by sport and leisure research consultants SportsWise, aids companies' product development, assessment of market share and knowledge of end-users' needs.
BETA Member companies can commission research for reduced fees or may be able to insert their own questions into other surveys being put to the panel. The unbiased nature of the panel ensures the resulting data is the most robust of its type in Europe.
Respondents to the first survey typically ride at least four days a week, own one or more horses, are female and aged between 25 and 55. All professional and leisure riders and owners are invited to join the Equestrian Consumer Research Panel. Contact BETA on tel 01937 587062 or email info@beta-uk.org
Added on: 19/08/09.
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