The horse market has always been a talking point – in the pub after a fun ride, at the lorry park before a show, or in the threads of Facebook groups. But in 2025, the conversations feel different. For the first time in years, equestrians are starting to admit what many suspected: the market for horses for sale is cooling down.
That doesn’t mean horses aren’t selling. Riders still dream of ownership, and good horses still change hands. But the boom years that began during the pandemic – when adverts vanished within hours and horses were sold unseen – appear to be behind us.
The picture now is slower, more complex, and at times more worrying.
From Pandemic Boom to Cooling Market
When Covid hit, demand for horses surged. Families stuck at home turned to riding as one of the few safe outdoor hobbies available. Yards filled, enquiries spiked, and prices rose sharply. Horses that once sat online for months were gone in days, often without viewings or pre-purchase vettings. Sellers barely had to advertise before they were inundated with calls.
That level of demand was never going to last forever. Many riders now feel the pendulum has swung back. The question on everyone’s mind: is this a correction, or the start of something deeper?
Affordability at the Heart of the Slowdown
For most owners, affordability is the sticking point. The cost of keeping a horse in 2025 is far higher than just five years ago, and many riders say they feel it each month when the bills arrive. What once felt manageable is edging into territory that makes people think twice about ownership.
DIY livery that once sat at £150 a month is now closer to £250–300. In the South East, full livery regularly tops £1,000, with prestige yards charging even more.
Feed and forage are also pushing budgets to the limit. A dry spring and low yields mean hay is harder to come by. Riders who paid £5 a bale last year are now paying closer to £7, while premium small bales have been reported at £350 per tonne.
In drought-hit areas, yields are down by nearly half, leaving some owners paying £200 per tonne just to secure winter supplies, according to Your Horse.
These aren’t just numbers on a page – they’re decisions around kitchen tables and yard tack rooms.
“I’d love another horse, but with lesson prices, livery, diesel and even hook-up fees all going up, I just can’t justify it.”
One rider spoke about the rising day-to-day costs, while another highlighted the bigger financial picture:
“You need to earn £30k gross just to spend £15k on a horse. That’s a lot of money for most people.”
When everyday costs climb this high, it’s no surprise sellers are starting to feel the knock-on effect too.
Sellers Under Pressure
For sellers, the change is obvious. Horses are staying on the market longer, price reductions are more common, and adverts that once drew a flood of messages now sit with little more than the odd enquiry.
“Mine’s been up for sale nearly a year. She’s perfect in every way, but we just get time wasters and joy riders.”
One seller described the frustration of endless time wasters, while another pointed out a different problem with the market:
“Dropping the price doesn’t help – people assume something’s wrong.”
That paradox – cheap looks suspicious, but fair pricing feels unaffordable – comes up again and again across forums and Facebook groups.
Some sellers are even told to put their prices up, not down, just to align with comparable horses. In today’s climate, trust matters as much as price. Sellers who share videos, clear descriptions, and upfront vettings stand out from the rest.
Buyers More Thoughtful
Buyers, too, are approaching the market differently. The old fear of missing out has gone. Instead, hesitancy rules – multiple viewings, second opinions, and full clinical records are becoming the norm.
“I used to worry the horse would be sold before I got there. Now I worry whether any of them will pass a vetting.”
Some buyers now worry about whether a horse will even pass the vetting, while others focus more on long-term suitability:
“A horse might not be perfect on paper, but the question is whether it’s suitable for what you want to do.”
Veterinary advice backs this up: pre-purchase exams aren’t about a “pass” or “fail.” They’re a risk assessment against intended use.
Some riders prepare by reading guidance on vetting or running through structured questions to ask when buying a horse.
“I found the perfect mare, fell in love, and then she failed the vetting. I cried for a week. I can’t put myself through that again unless I’m 100% sure.”
The hesitation isn’t about missing out anymore – it’s about making the wrong choice.
Breeders Under Pressure
Breeders are feeling the pinch from both ends – rising costs on one side, more cautious buyers on the other. Stud fees, feed, and labour are all higher than before, but the sale prices of mid-tier youngstock rarely make up the difference. Exporting adds another layer: sending a horse from Great Britain to the EU now requires an Export Health Certificate signed by an Official Vet, plus disease testing and paperwork that take time and money.
“We’ve made a conscious decision to scale down. You literally have to sell at a loss in the UK unless you’re lucky enough to breed a star.” – UK breeder, 2025
Others respond differently. Some scale back, some stop altogether, while others move mares to Ireland or France to reach EU buyers more easily. The British Equestrian Federation has already raised concerns that this trend risks eroding the UK’s breeding base.
Welfare: The Hidden Cost
Welfare is where the affordability squeeze bites hardest. Surveys by SEIB, the National Equine Welfare Council, and British Equestrian all highlight the strain owners are under.
Charities say the calls for help are increasing. World Horse Welfare eported a 43% rise in welfare enquiries, while the RSPCA has warned its centres are at breaking point. For staff on the ground, these aren’t just statistics – they’re owners who can no longer cope, and horses arriving in need of urgent care.
| Indicator | Reported Level |
|---|---|
| Owners considering selling/rehoming | ≈20% |
| Rescue intakes (yearly increase) | +40–45% |
| Owners unable to meet basic welfare | ≈1% |
| Owners considering euthanasia | 5–7% |
A Market of Extremes
The slowdown isn’t hitting every corner of the market equally. At the top end, elite horses – five-star eventers, advanced dressage horses, international show jumpers – continue to sell strongly.
Proven records and flawless vettings still draw buyers, often from overseas. Wealthy clients in Europe and the Middle East are paying premiums to secure reliable talent.
At the other extreme, steady cobs and children’s ponies remain in demand and are snapped up quickly. It’s the middle – the amateur all-rounders, young prospects, and mid-tier competition horses – where the slowdown bites hardest.
“You either need serious money or you’re scraping the barrel. The middle ground is dead.”
One rider summed up the squeeze on the middle of the market, while another pointed to how demand is shifting towards certain types:
“The old Irish type you could put your granny on is what everyone wants. But there aren’t enough of them.”
Breed trends reflect this divide. Warmblood horses, once the default choice, are increasingly seen as too sharp for many amateurs. Irish types and Connies for sale, by contrast, are commanding premiums for their reliability and versatility.
Grassroots Riders Finding a Way
At grassroots level, the challenge is not just cost but access. Rising entry fees, diesel, and livery charges weigh as heavily as horse prices themselves.
“I always said I’d have two horses when my kids grew up. But now I’m barely hanging on to one.”
For some, the struggle is simply keeping a horse at home, while others highlight the rising costs of competing:
“When BD and BE entries are £100 a pop and diesel is £1.70 a litre, you start thinking twice about competing at all.”
Yet it isn’t all bleak. Riders are adapting – sharing horses, joining riding clubs, loaning instead of buying, or focusing on local unaffiliated shows.
Pony Club and community riding schools remain lifelines for younger and less affluent riders.
The British Horse Society has warned about accessibility, but also highlights resilience and creativity in grassroots equestrianism.
Correction, Not Collapse
So where does this leave the UK horse market?
Most signs point to correction rather than collapse. Inflation is easing, interest rates are expected to fall, and wages are slowly improving. Horses are still selling – just more slowly, and with more caution. Sellers need patience and transparency; buyers need realistic expectations; and breeders may need to consolidate further.
Adjustment takes time, but the appetite for horses hasn’t gone away.
At Whickr, we believe horse ownership will remain aspirational, social, and central to so many lives. Horses are not just a hobby. They’re a lifestyle, a community, and for many, a lifeline for mental health.
“I’ve cut back on everything else, but I’ll never give up my horse.” – Rider, 2025
The passion hasn’t cooled – only the spending power has. If the past few years have shown anything, it’s that equestrians adapt. They may share, loan, downsize, or delay. They may question prices more, and sellers may need more patience. But horses remain at the heart of so many lives.
The market is cooling, yes – but the love for horses is not.
