The recently developed socio-economic model for the horse industry in Sweden (https://hastnaringen-i-siffror.se/) estimates the turnover of the horse industry to 31,3 Billion SEK for 2016 (Heldt et.al 2018). The model enables an estimation of the impact for the national level as well as a decomposition to regional levels. Current data in the model is based on fairly crude estimates of average spending on horse-related goods and services, (e.g. boarding, veterinary services and horse equipment).
The purpose of this paper is to estimate daily spending and daily use values a horse owner spend and place on their horse depending on relationship. Data for the study was collected using a social media survey carried out during 2020/2021 inspired by citizen science in cooperation with the Swedish Equestrian Federation. The paper estimate spending patterns on various horse-related goods and services as well as daily use values, i.e. the value a horse owner places on the daily use of their horse for its intended purpose, which could be for pleasure riding, horse showing, or competition.
The preliminary results indicate that there is a huge difference in spending depending on relationship to the horse as well as noticeable regional differences in spending and use values. The results from this study can be used to extend the socio-economic model for the Swedish horse industry as well as inform service providers on values and willingness to pay related to horse-related goods and services.