American Horse Publications thanks everyone who participated in the 6th AHP Equine Industry Survey.
Horse owners who live in the United States, are 18 years of age and older, currently own or manage at least one horse, and live in the United States were invited to complete the survey. The survey, conducted every three years, gages participation trends and management practices in the U.S. equine industry, identify critical issues facing the equine industry as perceived by those who own or manage horses, and better understand issues on horse health. This survey is anonymous. When the survey results are tallied, only aggregated results are presented.
Sponsored by Zoetis™ the survey is conducted by the American Horse Publications (AHP). AHP is a nonprofit association that promotes excellence in equine media; members include equine-related publishing media, media professionals, students, organizations, and businesses. Dr. C. Jill Stowe provided consulting services for data collection and analysis to the AHP. Dr. Stowe is a professor of Agricultural Economics at the University of Kentucky. Zoetis, Dr. Stowe, and American Horse Publications have partnered on all six surveys in 2009-2010, 2015, 2018, 2021, and 2025.
2025 AHP Equine Industry Survey Summary Overview
The equine industry is stable based on the number of horses owned/managed, according to the results of a survey by American Horse Publications (AHP) sponsored by Zoetis.
The 2025 AHP Equine Industry Survey continues to build upon the results collected over the past five surveys (2009-2010, 2012, 2015, 2018, and 2021). This survey, conducted nearly every three years, helps to monitor national equine industry trends during, what happen to be, times of economic uncertainty.
The initial survey in 2009 was conducted as the economy was exiting the 2008-2009 Great Recession, and the 2012 and 2015 surveys were able to track longer-term recovery in the equine industry. The 2021 survey came on the heels of a worldwide economic slowdown due to the global COVID-19 pandemic. The 2025 survey was administered during a period of near-record inflation and political change. The ability to track trends across these various economic disruptions is an important tool to provide data-drive approaches capable of informing equine industry leaders.
The 6th survey, conducted between January 1 and March 31, 2025, had three primary objectives 1) to gauge participation trends and management practices in the U.S. equine industry; 2) to identify critical issues facing the equine industry as perceived by those who own, manage, or lease horses; and 3) to better understand approaches to horse health care.
Overall, the survey shows continued stability in the industry, a statement supported by the number of horses owned or managed, their activities, and horsekeeping trends. Data received show that the feedback on these points are in line with previous data collected. With that in mind, feedback collected foreshadows possible changes in overall horse ownership. This is the first time respondents have indicated that they may not continue owning horses, or plan to compete less.
Response Summary
There was also a significant decrease in the number of surveys completed. Emails and posts were sent over multiple AHP-specific channels (12 member emails, 15 members-only Facebook posts, 15 group Facebook posts, ten LinkedIn posts, and 14 Instagram posts). Up to six emails were sent to 17,632 contacts whose information was voluntarily provided and collected from past surveys. There was also a dedicated survey webpage on the AHP website to encourage participation, as well as distribution resources and an incentive to receive the results before other members. The survey was sent to five national and state organizations for distribution in their publications, social channels, and member email contact lists. There were 4,109 surveys completed, with 3,881 meeting the minimum eligibility requirements. There were 52 possible questions, more than previous surveys, and the average time to complete was just over 15 minutes. However, the completion rate (at least among the email list participants) was 94%, so if individuals opened the email, they were likely to complete the survey. Additionally, as AHP expands its reach across other equine-related associations, organizations, and businesses to share our other member resources, benefits, and programs, it is anticipated that these groups will also assist with the survey distribution, increase the number of respondents, and reach contacts not previously connected with to capture an even greater understanding of the equine industry.
Demographics of Respondents
This year’s sample continues to skew more heavily toward the older age groups than previous surveys. This time, only 1.5% of respondents were in the 18-24 years age group (down from previous surveys) while respondents in the 65+ years age group increased. The percent of respondents in the 25-34 and 35-44 years age groups were lower than in the 2021 study. Close to 79% of the respondents were age 45+. This could be because the 65+ age range participants are aware of the survey, or represent a shift in the age distribution of equine industry participants. Responses from females were in line with previous data (90.5%). In all previous surveys, at least 90% of respondents have been female.
The income distribution among respondents continued to become skewed towards the higher income brackets relative to previous surveys. This difference may be due to general income growth, a factor of age distribution of respondents, or could indicate fewer lower-income households participating in the equine industry. The survey team revised the income categories to generate a better understanding of the income distribution of equine industry participants. Over half of the sample (51.1%) reported a household income of $100,000, an increase since the 2021 survey.
Every state in the U.S. recorded at least one response. The greatest number of responses came from California, followed by Virgina, Texas, North Carolina, and Kentucky. This aligns to some extent with where horses are predominantly located in the U.S.; according to the 2023 American Horse Council Foundation Equine Industry Economic Impact Study, Texas had the most horses, followed by California and Florida.
Horse Ownership/Management
Horse ownership or management is a requirement of participation. Respondents were asked to identify the number of horses they currently own, lease, and/or manage in four different age groups. The average number of foals, young horses, and senior horses owned/managed were up slightly compared to the 2021 survey, while the average number of mature horses was down slightly. Overall, the average number of horses owned/managed increased slightly from 6.25 in 2021. There is a clear trend when examining horse ownership by respondent age. Like previous studies, the frequency of owning/managing more horses in the survey year (2025) compared to the previous year (2024) was generally decreasing with age.
One of the objectives of this survey is to understand how respondents’ participation in the horse industry has changed in the past year and how they expect it to change in the future. One way to measure this is to examine trends in the number of horses owned and/or managed. In general, the average number of horses owned/managed was positively related to income category.
Financial access to veterinary care is becoming an increasingly important issue for horse owners. Equine insurance is one tool that can increase horse owners’ access to veterinary care as well as protect a horse owner’s investment. Similar to previous years, about three-quarters of respondents (74.8%) indicated that none of their horses are insured. On the other hand, over 8% of respondents reported that all of their horses are insured.
Survey participants were asked to identify activities they participated in with their horses. Similar to previous studies, the leading activity was pleasure/trail riding (69.5%), an increase compared to the 2021 survey. The next most identified activity was idle, retired, or not working horses (29.1%), followed by dressage (25.1%) and lessons/training (22.5%). No other answer choice received more than 20% of responses.
Survey participants were asked to identify areas in which costs of horsekeeping had increased the most. Feed (including both hay and concentrate) was selected by most respondents (76.7%) followed by the costs of veterinary services (54.6%) and animal health products (52.0%). This is the same ranking as in the previous three surveys.
Issues facing the Equine Industry
In every AHP survey, respondents are asked to identify the top three issues facing the equine industry. The most frequently selected issue facing the equine industry was cost of horsekeeping (50.3%), followed by land use issues (40.8%) and access to equine veterinary care (35.5%). The 2025 survey marked the first time that cost of horsekeeping appeared as the issue being selected most frequently.
Summary
Recent inflationary pressures have challenged the equine industry. Horses are luxury goods, and luxury goods depend on disposable income. Organizations should be intentional about ensuring open lines of communication to address concerns within the industry, and horse owners should be proactive by ensuring they have adequate financial resources to properly care for their horses.
About American Horse Publications
AHP has united equine-related publishing media, businesses, professionals, colleges, and students for over 50 years. The non-profit professional association promotes excellence in equine publishing media and encourages relationships and communication to increase interest in the horse industry. For more information, visit www.americanhorsepubs.org.
About Zoetis
As the world’s leading animal health company, Zoetis is driven by a singular purpose: to nurture our world and humankind by advancing care for animals.
After 70+ years of innovating ways to predict, prevent, detect and treat animal illness, Zoetis continues to stand by those raising and caring for animals worldwide — from livestock producers to veterinarians and pet owners.
The company’s leading portfolio and pipeline of medicines, vaccines, diagnostics and technologies make a difference in over 100 countries.
In everything we do, we are guided by science and inspired by our shared love of animals. We truly believe that through this fusion of passion and research, we can accomplish anything.
Survey Key Conclusions
Five main conclusions can be drawn from this year’s study:
- For eligible respondents, there continues to be stability in the number of horses owned/managed.
- Fewer respondents plan on competing compared to previous studies. However, among those who are competing, the majority plan to compete more than they did in the previous year.
- More respondents than ever before expect horsekeeping costs to increase in the future. Still, these equestrians are a resourceful lot, with most planning to cut expenses in other areas or pursue new sources of income to help care for their horses. However, close to 20% indicated they would have to decrease the number of horses they own/manage/lease to cope with higher costs.
- The role of equine veterinarians continues to become more prominent, with veterinarians increasingly administering vaccines to horses, providing vaccines, and being involved in developing deworming protocol. The critical role that veterinarians play in the delivery of equine health care services, combined with the fact that access to equine veterinary services is one of the leading concerns among those currently participating in the industry, should encourage all industry participants to find ways to contribute to a more sustainable profession in the future.
- The younger generation of equestrians has many different concerns about the equine industry than older respondents. Organizations should be intentional about ensuring open lines of communication to address concerns and develop solutions for all participants.
About American Horse Publications
AHP has united equine-related publishing media, businesses, professionals, colleges, and students for over 50 years. The non-profit professional association promotes excellence in equine publishing media and encourages relationships and communication to increase interest in the horse industry. For more information, visit www.americanhorsepubs.org.
About Zoetis
As the world’s leading animal health company, Zoetis is driven by a singular purpose: to nurture our world and humankind by advancing care for animals.
After 70+ years of innovating ways to predict, prevent, detect and treat animal illness, Zoetis continues to stand by those raising and caring for animals worldwide — from livestock producers to veterinarians and pet owners.
The company’s leading portfolio and pipeline of medicines, vaccines, diagnostics and technologies make a difference in over 100 countries.
In everything we do, we are guided by science and inspired by our shared love of animals. We truly believe that through this fusion of passion and research, we can accomplish anything.
Access the full survey results and supplemental data
Full survey results and supplemental data are available to current AHP members by request. 2025 results are available to non-members who are ineligible to join AHP for a fee. Contact staff for more information.