HelenRoberts

COVID -19 Coronavirus Pandemic Horse Owners Survey – What’s Happening in Livery Yards?

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Stables in barn

Click here to see the full report

There is a lack of consistency across livery yards in terms of actions taken to combat the spread of coronavirus. Whilst most are practicing social distancing, other actions taken are more variable?

  • Around half have put in place restrictions of visitor numbers to the yard, including 37% of full livery owners being banned from going to their horses
  • DIY yards are typically remaining more flexible with only a quarter putting timing restrictions in place. This rises to over a third of full livery yards
  • Nearly two-thirds of livery yards are not believed to have provided cleaning equipment (sanitizer, soap, gloves etc.) and the majority have not taken any steps to segregate equipment or manage storage or usage.

Whilst the majority (73%) of owners who keep their horses in livery are happy with the actions their yard has taken, 16% feel their yard has not done enough with concerns around the lack of restrictions on people visiting and the sharing of equipment.

Some yards, typically those providing full livery, have closed their doors to owners. As would be expected this is causing some distress for those owners, whether they agree with the policy or not. It is concerning that 18% of owners on full livery have reported an increase in costs as they are now paying the yard to exercise their horses.

We have reported previously that one of the biggest concerns among horse owners is being able to afford to keep their horses as the economic impact hits. This is a concern raised by 63% of those with horses in livery, reflecting the higher outgoings of this group of owners. Not only does this present a potential welfare issue but may also have an impact on the livery sector in the future as owners are forced to sell or look for cheaper options for keeping their horses.

As has been reported previously, most horse owners are cutting back on ridden activity and typically this is higher among those with horses in livery, particularly on full livery.

Horse welfare is a major concern for owners and it appears to be driven by the reduction in activity. Those who keep their horses at home have lower levels of concern both for the physical and mental wellbeing of their horses, perhaps because they are still able to see their horses frequently even I f they are not riding them. Those on livery are much more concerned by the current situation, reflecting the lack of ‘normal’ access they have to their horse.

Commenting on these results Helen Roberts, Director XV Insight said “Clearly whilst most owners are happy with the actions of their livery yard, the inconsistency of actions may well be fueling some negativity with owners relaying different experiences to friends and via social media. There are some great examples of yard owners helping key workers, providing video of horses to owners and looking at cost reduction options for owners who need them. From a financial perspective it seems a minority of yards are generating additional income through the lockdown, but  there are some worrying signs for the future that livery demand may drop as the economic impact is fully felt.

It is interesting that those in livery are doing less with their horses and whilst this is clearly driven in part by restrictions, it may also reflect the role of group dynamics with everyone on a yard agreeing a consistent approach to ridden activity.”

About the research

The XV Insight horse owner survey explores the experiences of horse owners across the UK. It looks at what horse owners are doing during the lockdown, their experiences with vets and farriers, changes in their spending habits, the worries they have and where they are getting information from.

In response to current media coverage of livery yards in lock-down, we have produced a deep-dive report exploring the experiences of those who keep their horses in DIY or full livery.  This report can be accessed here

The research is being conducted via an online survey promoted to horse owners through social media (Facebook, Twitter, LinkedIn and Instagram)

Further details can be found at https://xvinsight.com/coronavirus-horse-owner-survey/

The survey will run for the duration of the coronavirus emergency and beyond. Additional modules within the survey will allow us to explore equestrian trade in more detail and the experiences of those employed in the sector. The survey will be adapted to reflect ongoing changes in Government instruction or legislation.

About XV Insight

XV Insight is a Warwickshire-based market research agency founded in 2017. https://xvinsight.com/. The company is led by Helen Roberts a market research professional with 30 years of experience in the sector. XV Insight works with clients across sectors including travel & tourism, sport & leisure, retail and healthcare. Clients include both private and public sector organisations.

For further information please contact:

Helen Roberts, Director XV Insight helen@xvinsight.com 07500 005449

XV Insight Coronavirus – Horse Owner Survey Week 2 Results

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Horse Owners continue to act responsibly during the crisis, with most cutting back on ‘risky’ activity with their horses. The welfare of their horses continues to be the greatest concern. However, there is growing evidence that the economic impact is biting hard, not just affecting horse owners spend now, but also highlighting a potential welfare crisis that may continue well beyond the end of the coronavirus emergency. 

XV Insight Horse Owner Coronavirus Survey

Horse owners are increasingly concerned about the impact of coronavirus. Three-quarters are worried about being able to get to their horse if lockdown restrictions increase and 64% are worried about their horses’ welfare if either they, or their horse, are ill or injured.

Horse owners continue to cut back on activity with their horse. 64% have now stopped hacking out with a further 23% hacking out less than normal. Higher risk activities such as jumping and fast work have been stopped by 73% of horse owners, with the main reason given as the risk of injury and the added pressure that would place on the NHS.

XV Insight Horse Owner Coronavirus Survey

As a result of less riding and, in some cases, more time availability, horse owners are spending more time on other activities including in-hand work (33%) and ‘quality time’ with their horses (grooming, massage, stretching etc.) (30%). Horse owners are also spending more time cleaning tack and harness (21%) and general yard maintenance (33%)

As the ‘lockdown’ continues an increasing number of horse owners are concerned for the mental welfare of their horse (44% in week 2, up from 36% in week 1).

XV Insight Horse Owner Coronavirus Survey

Vets are generally keeping horse owners well informed through personal communications and via social media. 88% of horse owners are happy with their vet. The one area that is likely to cause increasing concern is around vaccinations. Of those owners whose horses have vaccinations due, three-quarters (74%) have been told by the vet that they will not be done.

XV Insight Horse Owners Coronavirus Survey

The economic crisis is affecting horse owners with 59% worried that they may not be able to afford to keep their horses. Among those working in the equestrian sector 44% of those self employed have seen their work stop altogether and a further 44% have seen their work reduce. For the equestrian trade sector the news continues to be worrying, with the clothing sector hardest hit. 87% of horse owners have stopped or cut back on competition clothing and 64% have stopped or are spending less on casual riding clothing.

With 46% of horse owners in the survey keeping their horse in livery, actions taken by livery yard bosses are important. 78% are applying social distancing rules and half are restricting the number of people coming to the yard. Only a third (36%) are providing sanitisers, soap or gloves. 80% of owners who keep their horses at livery are happy with the actions their yard has taken and there are some great examples of individual yard actions, including additional support for key workers: “They have provided 24/7 turnout for key workers and have stopped fees for bring in/turnout and feeds/nets put in”

One in 10 (9%) feel the restrictions are going too far or have made things difficult for owners: “I understand why the yard owner has closed the yard, but it’s hard not even being able to visit my horse particularly with having so much free time on my hands now I can’t work.”

Helen Roberts, Director XV Insight said “Horse owners are continuing to cut-back both on ridden activity with their horse and on their spending. Spring grass will provide relief for some as spend on hard feed and haylage can reduce, but the economic crisis has potentially huge ramifications for the equestrian sector. There are potential welfare issues looming as horse owners struggle to fund their horses and sector employment is being badly affected with so many of the self-employed seeing their work drop or stop.

The situation around vaccinations also appears to be concerning with the majority of vets not currently carrying out routine vaccinations”

Horse Owner Survey – How coronavirus is impacting horse owners – First Week Results

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For release 2nd April 2020

Horse Owners are cutting back on both what they do with their horses and how much they spend in response to the coronavirus emergency. Their current concerns centre on the welfare of their horse should they be un-well or their horse require emergency treatment.

Horse owners across the UK are cutting back on activities with their horse, particularly those that put them at greatest risk of injury or illness. 74% have stopped jumping and fast riding activity at home. Hacking out has also been curtailed with 60% stopping completely and a further 26% saying they are hacking out less than they normally would.

As a result of less riding and, in some cases, more time availability horse owners are spending more time on other activities including in-hand work (32%) and spending ‘quality time’ with their horses; grooming, massage, stretching etc. (31%).

For the equestrian trade sector the news is not good, as most horse owners are cutting back on spending. The main areas affected so far are those connected with equestrian shows and events, which have stopped along with all public gatherings. 65% of horse owners have stopped spending on competition clothing and a further 22% are spending less. Tack and harness spending is also being hit with 34% of horse owners stopping altogether and 20% cutting back. 60% of horse owners have some concern over being able to afford to keep their horses, reflecting the overall economic challenges resulting from the coronavirus emergency.

With 45% of horse owners in the survey keeping their horse in livery, actions taken by livery yard bosses are important. Most are observing to social distancing rules, 51% are restricting the number of people coming to the yard. Others are introducing further restrictions around the time owners visit and how long the stay at the yard. 85% of owners are happy with the livery yard actions and 15% believe their livery yard could do more.

61% of horse owners are concerned about their horse’s welfare if they are ill or injured, though 87% do have a clear care plan in place (62% have shared this plan with the people that would be called on to help). Other main concerns for horse owners are around accessing veterinary treatment (56%), feed supplies (53%) and vaccinations (47%).

The importance of equestrian organisations is evident with 73% of horse owners using them as a source of information, compared to 43% using government sources.

Helen Roberts, Director XV Insight said “This research shows that horse owners are taking the situation seriously and are balancing the welfare needs of their horses with the need to stay home and stay safe.

Sadly the feedback on spend highlights the challenge facing the equestrian trade as 2020 revenues are clearly going to be badly affected.

The increase in time spent ‘on the ground’ with horses, combined with the increase in online and social media activity, perhaps provides an opportunity for horse health and wellbeing practitioners to provide more online advice and support to horse owners. For example, my vet has been running some great Facebook-live sessions and has increased the volume of informative social media posts. Our local equine physiotherapist is also sharing lots of instructional videos of horse exercises to help keep horses supple and mentally engaged”

About the research

The research is being conducted via an online survey promoted to horse owners through social media (Facebook, Twitter, LinkedIn and Instagram)

Further details can be found at https://xvinsight.com/coronavirus-horse-owner-survey/

The survey will run for the duration of the coronavirus emergency and beyond. Additional modules within the survey will allow us to explore equestrian trade in more detail and the experiences of those employed in the sector. The survey will be adapted to reflect ongoing changes in Government instruction or legislation.

This first report covers experiences in the first week of the government Stay Home instruction (23rd – 30th March 2020). Fieldwork was carried out Fieldwork 28th – 30th March 2020. A more detailed report is available on request from info@xvinsight.com.

Weekly updates will be provided enabling both the tracking of changes in attitudes and behaviours over time and more detailed analysis through the increased volume of responses.

About XV Insight

XV Insight is a Warwickshire-based market research agency founded in 2017. https://xvinsight.com/. The company is led by Helen Roberts a market research professional with 30 years of experience in the sector. XV Insight works with clients across sectors including travel & tourism, sport & leisure, retail and healthcare. Clients include both private and public sector organisations.

Coronavirus – Horse Owner Survey

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The survey is designed to find out, in detail, what you are doing with your horses during the pandemic and what concerns you may have. The questionnaire is quite detailed in order that we can really understand what live is like for horse owners during the coronavirus pandemic and how you are adapting to the various restrictions being placed on people.

We want to hear from you if you own donkeys, ponies, horse or heavy horses. If you have a horse on loan that you are responsible for looking after then we want to hear from you too!

If, additionally you are employed in the equestrian sector or run an equestrian business we’d like to know what impact it is having on you too.

To complete the Horse Owner Survey please click here

The results of the survey will be published here and via social media. We will also share the findings with the equestrian trade and media in order that the whole sector can pull together in these difficult times.

If you are looking for advice on coronavirus and horses, many equestrian organisation are offering information and updates. The government statement can currently be found at gov.uk

Other advice for both horse owners and those employed in the equestrian sector is available from The British Horse Society and the British Equestrian Federation