National Equestrian Survey 2015 shows increased consumer spending
The British Equestrian Trade Association’s National Equestrian Survey 2015 has revealed new spending patterns and changing trends over the past five years.
This specially commissioned poll was carried out by sports marketing agency Two Circles with support from the British Equestrian Federation and partial funding from Sport England. It is the fifth one to be conducted over the past 20 years and designed to provide a clear and accurate picture of the British equestrian landscape.
“I think that this is the best report we have produced to date,” said BETA executive director Claire Williams. “The results for 2015 have been eagerly anticipated, just as they were in 2011, and it shows that the world today has become a different place.
“A marked increase in equestrian spending gives us much to be pleased about. However, the report reveals a decline in the number of riders and highlights the need for our sector to retain them and acquire new riders.
“Fortunately, this is not a trend seen in horse ownership, as figures remain remarkably static. This is extremely good news for equestrian businesses because they can continue to support a sizeable and lucrative market.”
All BETA members are able to claim a free overview report, which can be bought by non-members for £100 plus VAT. The Structural Report will soon be made available and can be purchased at a price of £200 plus VAT for BETA members or £380 plus VAT for non-members. This report provides in-depth data on the rider and horse market with valuable insight into riding and purchasing habits. Separate Feed & Bedding and Horse & Rider Clothing & Saddlery will become available later in the year.
Key facts from the Structural Report follow on the next page.
National Equestrian Survey 2015
The British Equestrian Trade Association’s National Equestrian Survey 2015 – conducted by Two Circles – highlights new spending patterns and changing trends over the past five years. It uses robust methodology, accurate statistics and educated estimates to present a fascinating insight into the equestrian sector today. Key findings include:
The economic value of the equestrian sector stands at £4.3 billion of consumer spending across a wide range of goods and services each year. This has increased from £3.8 billion in 2011.
Riding for pleasure, at 96%, was the most popular equestrian activity, with 59% of riders taking part in non-affiliated competitions.
The overall number of those who ride has fallen, from 3.5 million in 2011 to 2.7 million in 2015.
There has been a decline in regular riders, from 1.6 million in 2011 to 1.3 million in 2015.
However, there has been significant growth in the number of riders aged between 16 and 24, rising from 368,000 in 2011 to 403,000 in 2015.
There remains a strong gender bias, with females representing 74% of the riding population. In 2015, there are an estimated 962,000 female regular riders compared with 348,000 males.
While 18% of ex-riders said that cost was the reason they gave up, lost access to a horse was also noted as a prominent factor.
Of the ex-riders, 34% said they would be interested in returning to horse riding in the future.
An estimated 3 million people have taken a riding holiday in the past 12 months. Older riders, of 55 and over, are more likely to do this.
There are an estimated 446,000 horse-owning households in the country. This figure is strikingly similar to that of 2011, when there were 451,000.
The number of horses in Britain has fallen from 988,000 in 2011 to 944,000 in 2015. This figure includes those owned privately but kept by others or owned by private establishments.
There are 19 million equestrian consumers in Britain with a range of associated interests. This figure has remained fairly constant over the past 20 years
In 2015, indirect spending on equestrian items such as hats and body protectors, clothing, books and magazines stands at £560 million compared with £557 million in 2011.
In 2011, 60% of people expected to cut back on non-essential products, but this figure has dropped significantly, with only 38% planning to do so.
Buying equestrian goods in both bricks-and-mortar stores and online has continued to grow. In 2011, 83% of people bought from a retail store and, four years later, 97% do so. In 2011 49% of people ordered equestrian goods from the Internet and this figure has now grown to 64%.
In 2015, an estimated £3,600 is spent on each horse, compared with £2,650 in 2011.
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