Horse owners keep on spending, says BETA survey

Horse owners have continued to spend money on their horses and themselves throughout the recession, reveals new research from the British Equestrian Trade Association (BETA).

BETA also discovered that the vast majority of horsey consumers still favour dealing with specialist equestrian retailers over ebay or supermarkets.

During the last 12 months, more than 90% of owners have purchased feed (97%) and bedding (91%). Spending on non-essentials has also remained buoyant with 91% of owners splashing out on supplements, 91% buying horse clothing and equipment and 95% investing in rider clothing.

Tack is another popular purchase, 83% of owners having bought some in the last 12 months. There’s also been great interest in buying saddles with almost half (47%) of owners treating themselves.

Unsurprisingly, 62% prefer to source saddles through specialist saddlers followed by general equestrian retailers (16%). Private sales amount to 12% with just 7% buying on ebay.

Likewise most tack purchases are made via equestrian retailers with online shops taking 17% of consumers’ business and trade stands at shows enjoying 10%.

Online shops come into their own with shoppers of rider clothing with a quarter (24%) choosing these outlets, but almost half of all transactions (49%) are made with traditional equestrian retailers. Supermarkets account for just 1% of spend on rider clothing.

Most feed (74%) and bedding (58%) is acquired from country stores and agricultural merchants, with the 23% of private sales of bedding almost certainly for off-the-farm straw.

Supplements are more likely than feed to be bought from equestrian retailers (34%), although 44% of sales remain with feed merchants. Buyers of supplements also favour online shops which account for one fifth (20%) of purchases.

Internet sales - online shops and ebay combined - reach a peak at 47% when it comes to buying horse clothing and equipment – although most consumers still source these goods from equestrian retailers (47%).

“BETA’s latest research emphasises that consumers still find it invaluable to shop with specialist retailers when it comes to finding specific equestrian equipment,” said Claire Williams, executive director of BETA.

“That owners are still spending so enthusiastically also underlines that keeping a horse is a lifestyle choice for which some consumers are prepared to sacrifice other luxuries.”

This latest measure of equestrian consumers’ spending habits is drawn from BETA’s Equestrian Consumer Research Panel. Respondents 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

FOR MORE INFORMATION contact Tina Rogers, tinar@beta-int.com or Claire Williams, BETA, on 01937 587062 or info@beta-uk.org