Global survey assesses the state of our sector.
Consumers caring about horse welfare and their desire for equestrian experiences represent great opportunities for businesses.
However, economic uncertainty and rising costs loom large among the trade’s top challenges.
These are among the findings of a global survey just published by The Canter Club.
The Dubai based marketing consultancy interviewed 27 ‘senior leaders’ across equestrian retail, fashion, feed and supplements, digital platforms, trade fairs, infrastructure and media.
Among its findings…
Horse-focused spending
A shift in consumer spending patterns shows riders prioritising investment in their horses over personal equipment or fashion.
“This 'horse-first' mentality is reflected in the strong performance of care, health and feed products,” says The Canter Club.
Among non-product categories, equestrian tourism, experiences and tech are attracting premium spend.
Consumers were overall noted to be more economically cautious, yet more informed, more quality-conscious and more influenced by social media than ever before.
Horse welfare is a strong theme, with well-informed consumers seeking transparency from brands. “Several CEOs noted this as both a challenge and a significant opportunity,” says the survey report.
Marketing
Social media remains the dominant channel across all company types and geographies. However, there’s a notable shift away from 'lifestyle' influencers towards credible competitive riders.
Trade shows retain strong relevance, especially in Europe, says the survey, “where industry gatherings like spoga horse serve as critical touchpoints for B2B relationships, brand visibility and community engagement.”
Email marketing and CRM [customer relationship management] were consistently cited as high-performing. Several leaders noted the growing importance of WhatsApp and direct messaging to complement traditional email.
Industry challenges
Economic uncertainty and rising costs dominate the challenge landscape, says The Canter Club.
Consumers are more cautious, margins are under pressure, and cost structures have shifted significantly since 2019. Post-Covid normalisation has been harder than many anticipated.
Animal welfare discussions represent a growing reputational challenge for the industry, particularly in Europe where the topic has entered mainstream public debate.
“Brands and companies that get ahead of the welfare agenda, rather than reacting to it, are likely to benefit,” says the survey report.
Opportunities
Emerging markets represent the single most cited opportunity. The Middle East, particularly the UAE, Qatar and Saudi Arabia, is noted for its strong infrastructure investment, growing consumer demand and government-backed equestrian development.
Asia, especially China and India, is identified as a longer-term but structurally significant growth market. Latin America, led by polo-oriented markets, also features prominently.
Technology and smart equipment are identified as good opportunities, with high-value experiences and equestrian tourism emerging strongly.
See the full report from The Canter Club here: Canter Club Report
