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Our latest NIQ Perspective uncovers why horse buyers now outpace owners, and why fast‑moving wellness and channel shifts demand action now.
Discover how expanding demand beyond horse owners is fueling category growth and why delaying action risks missed share.
Why it matters
Horse is emerging as a meaningful growth driver in pet care, with expanding demand, shifting channels, and wellness‑led categories creating new revenue opportunities for brands and retailers.
Demand extends beyond ownership
Horse product buyers now far exceed horse owners, expanding the addressable market and changing how brands should size growth opportunities.
Physical retail remains critical
In‑store drives the majority of horse sales, with Farm & Feed leading, making channel strategy and retail partnerships essential to winning share.
Wellness is where growth concentrates
Supplements, food, and fast‑growing pet medicine are fueling category gains, signaling where innovation and investment deliver the strongest returns.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“We’re entering a new era where Horse is no longer a quiet corner of Pet Care – it’s becoming one of its growth engines. The expansion of the buyer base, the surge in wellness-driven categories, and the renewed energy from both legacy and emerging brands signal a shift in how consumers think about caring for horses. As channels evolve and new players step forward, the Horse space is becoming a frontier of innovation, loyalty, and long-term opportunity”
–Andrea Binder
Vice President, Pet Industry Thought Leader, NielsenIQ.
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
