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Our Demographic
The Ontario Equestrian Federation (OEF) is an organization that many equestrians in Ontario belong to.
Based on the membership of the OEF, a profile of the equestrian community has been generated. Although this does not capture most non competitors/ primary competition riders, it does provide a base profile of the equestrian demographic.
- The average OEF member is a well educated female between the ages of 40-49, with an average annual household income of $60,000-$80,000.3
- The average member is computer literate and able to access the internet.3
- 45% of membership comes from Central Ontario.3
Membership across Age and Gender: 3
- Adult (age 18+) Females = 57%
- Adult (age 18+) Males = 11%
- Junior Females = 29%
- Junior Males = 3%
 The Impact of the Equestrian Market
- Canada has 973,270 horses, 209,000 of which reside in Ontario.1
- Canada has 148,000 horse owners, 44,000 of whom reside in Ontario.1
- Canada experienced a 70% increase in adult ownership of horses from 1998 to 2003.1
- Canada has experienced a 3.8% increase in horses from 1996 to 2001, and an 8.9% experienced in Ontario.1
- Ontario has experienced a 16.7% increase in horses from 2001 to 2006, and 28% from 1996 to 2006!2,3
- Ontario is the 4th largest horse industry in North America! 3
- Horses are sectored into several categories: PMU (Pregnant mare urine industry) (7%), Young Horses (not yet in work) (26%), Other (4%), Companionship (3%), Work (2%), Tourist Activities (1%), Riding Lessons (5%), Breeding Stock (14%), Pleasure Riding (16%), Non Racing Competition (20%), and Racing (2%).1
- Natural horsemanship is applicable to all of these categories.
- Lindsey Forkun Equestrian specifically targets and works with Young Horses, Riding Lessons, Pleasure Riding, and Non Racing Competition. Therefore Lindsey Forkun Equestrian’s market covers 67% of the horses in Canada.
- The Equine Industry produces over $7 billion in expenditures.1
- The total contribution of equine activities (including sector activities) in expenditures is over $15 billion.1
- Pleasure Riding alone contributes to $1.3 billion in expenditures.1
- Equestrian spectator attendance at events/shows is over 1.5 billion per year in Canada.1
- Equestrian spectator attendance at events, shows, agricultural fairs (that include horse shows), and the stampede is over 2.8 billion!1
References
1 2003 Equine Canada Industry Profile Study: The Contribution of Horses in Canada By Strategic Equine Marketing Published December 2003
https://mail.google.com/mail/?ui=2&view=bsp&ver=1qygpcgurkovy
2 Horse News and Views. Dr. Bob Wright, Animal Health and Welfare, Ontario Ministry of Agriculture, Food and Rural Affairs, September 1, 2007
http://www.omafra.gov.on.ca/english/livestock/horses/news/sep07.htm
3 Ontario Equestrian Federation Marketing Guide 2010
http://www.horse.on.ca/pdfs/2010%20Marketing%20Guide%20-%20For%20Website.pdf
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