adios rusty hola rufo!-short version
DESCRIPTION
SSG analysis reveals that contrary to the belief that Hispanics are less likely to make pets full members of their families, Upscale Latinos are increasing pet ownership dramatically while other segments are nearly flat or declining.TRANSCRIPT
“Adiós Rusty. Meet Rufo!” Growth in the Pet Industry Comes with an Upscale Latino Treat
2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
Source: SSG Analyses of GfK-MRI 2010 & 2013 double base Survey of the American Consumer Base: Total US 18+ Household Income $50,000-$99,999
Growth In The $50 Billion Pet Industry Is Increasingly Coming With
A Latino Upscale Treat
SSG analysis reveals that contrary to the belief that Hispanics are less likely to make pets full members of their families, Upscale Latinos are increasing pet ownership dramatically while other segments are nearly flat or declining.
The pet consumer shift has implications for pet food manufactures, specialty stores, mass discounters, toys, animal hospitals, grooming spas, and other high-end services, etc.
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2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
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Latinos Drive the Pet Ownership Market
Growth Upscale segment drives the category.Upscale Latinos Generate as many new pet owners as WNH Upscale s
Source: SSG Analyses of GfK-MRI 2010 & 2013 double base Survey of the American Consumer; Pet Ownership – Number in Household: Any Pet- AnyBase: Total US 18+ Household Income $50,000-$99,999
37.9 M
38.7 M
5.4 M
4.6 M
+ 2%
+ 17%
13.4 M
2.9 M2.3 M
+ 0%
+ 26%
Upscale Mass Market
WNH 2013WNH 2010
HISP 2013HISP 2010
2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
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Source: SSG Analyses of GfK-MRI 2010 & 2013 double base Survey of the American Consumer Base: Total US 18+ Household Income $50,000-100,000
Upscale Latino Dog Ownership Growing 5x the yearly pace of Total Market
WNH Upscale
Upscale Latino 5x
1x 1x
2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
Total Upscale Market
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2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
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“Adiós Rusty. Meet Rufo!” Growth in the Pet Industry Comes
with an Upscale Latino Treat