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Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
Adios rusty, hola rufo!-Final
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Adios rusty, hola rufo!-Final

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SSG analysis reveals that contrary to the belief that Hispanics are less likely to make pets full members of their families, Latino Upscales are increasing pet ownership dramatically while other …

SSG analysis reveals that contrary to the belief that Hispanics are less likely to make pets full members of their families, Latino Upscales are increasing pet ownership dramatically while other segments are nearly flat or declining.

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  • Pet Ownership - Number In Household: Any, Pet: Any;
    Indexed to Total Upscale at 61% (2010), 63% (2013)
  • Indexed to Total Upscale Population at 64%
  • Transcript

    • 1. “Adiós Rusty. Meet Rufo!” Growth in the Pet Industry Comes with an Upscale Latino Treat 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
    • 2. Growth In The $50 Billion Pet Industry Is Increasingly Coming With A Latino Upscale Treat SSG analysis reveals that contrary to the myth 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. 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 2 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
    • 3. Latinos Drive the Pet Ownership Market Growth Upscalesegmentdrives thecategory. UpscaleLatinosGenerate asmanynewpetowners asWNHUpscales Source: SSG Analyses of GfK-MRI 2010 & 2013 double base Survey of the American Consumer; Pet Ownership – Number in Household: Any Pet- Any Base: Total US 18+ Household Income $50,000-$99,999 3 37.9 M 38.7 M 5.4 M 4.6 M + 2% + 17% 13.4 M 2.9 M 2.3 M + 0% + 26% Upscale Mass Market WNH 2013 WNH 2010 HISP 2013 HISP 2010 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
    • 4. 4 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
    • 5. 10 -12 8 2 9 -7 8 5 UpscaleDogOwnersAsLikelyto beWNHorLatino;>Total MarketUpscales 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 5 WNH HISP WNH HISP 100 Index = US Upscale Incidence 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com Purchasersof PackagedDryDogAre AsLikelytobeUpscaleLatinosasTotal MarketUpscales Dogs Are Scoring with Upscale Latino Homes
    • 6. 4 -1 2 11 Mass Discount Store Pet Purchases 2 33 4 Specialty Store Pet Purchases Latino Upscales Have Highest Incidence of Pet Products Purchases in Both Specialty & Mass/Disct Stores Source: Source: SSG Analysis of Scarborough USA+ 2007 R2/ 2013 R2; Pet Supplies: Stores shopped/ used services past 12 months; Base: Household Income $50,000-99,999 6 WNH HISP WNH HISP 100 Index US Upscale Avg. 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
    • 7. Upscale Latino Pet Owners Routine Vet Visits Have Reached Parity with Upscale Total Market 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 7 11 -18 9 2 Annual Vet Visits WNH HISP 100 Index US Total Upscale Avg.
    • 8. Families w/ Children Most Likely to Own Pets Across All Segments 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 8 6 -12 24 2 Single Married w/ Kids WNH HISP 100 Index US Total Upscale Avg. Pet Ownership – Number in Household: Any
    • 9. Upscale Gen Xer Driving Pet Ownership Incidence 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 9 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com Upscale Latino GenXers are 20% more likely than Upscale Latino Millennial to own a pet. Upscale WNH GenXers are 5% more likely than Upscale WNH Millennial to own a pet.
    • 10. 10 *AHAA Upscale 2.0, Coauthored By Nielsen Why Act Now? 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com Upscale Latinos make up 29% of all Latinos, and 37% of all Latino buying power Change in Pet ownership incidence suggests that the bulk of these consumers are first-time pet owners that may be new entrants into the American “pet culture” A more In-Culture approach may help bond with Latino buyers as the growth of pet ownership in Upscale Latino segment calls for a Latino-friendly approach “across all luxury segments, about 60% of Latino Upscales have strong ties to the Latino Culture; 30-40% voice a strong cultural duality”*
    • 11. 11 *US Pet Ownership Statistical Breakdown - KC DOG BLOG (Analysis of Mintel Report). (2012, November 12). 'KC DOG BLOG'. Retrieved July 24, 2014, from http://btoellner.typepad.com/kcdogblog/2012/11/us- pet-ownership-statistical-breakdown.html 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com There is an opportunity for specialty stores and supercenters to partner with grooming services or vet clinics on premises promoting loyalty Pet food retailers can increase brand connectivity with Upscale Latino’s booming love of pets by offering training classes, New Pet Owner Workshops, etc. Pet food manufacturers should seize the moment by becoming trusted advisors, educating this new wave of Upscale Latino pet owners on wellness for their pets Dogs’ New Latino Life…
    • 12. Sources 1. SSG Analysis of GfK-MRI 2010/ 2013 Double Base Survey of the American Consumer; Base: Household Income $50,000- $99,999. 2. SSG Analysis of Scarborough USA+ 2007 R2/ 2013 R2; Pet Supplies: Stores shopped/ used services past 12 months; Base: Household Income $50,000-$99,999. 3. "US Pet Ownership Statistical Breakdown - KC DOG BLOG." Mintel, 12 Nov. 2012. Web. 24 July 2014. <http://btoellner.typepad.com/kcdogblog/2012/11/us-pet- ownership-statistical-breakdown.html>. 4. “Upscale Latinos 2.0: A Renewed Outlook for High-End Marketers”. AHAA, co-authored by Nielson. May 2014. <http://www.ahaa.org/default.asp?contentID=27>. 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 12 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com
    • 13. About Santiago Solutions Group We guide clients using advanced research, projectable opportunity sizings , innovative modeling and predictive analytics. Yet, integrating and distilling rigorous data is just the base to reduce your financial risk. Leveraging client-side experience and consulting, we arm you with intelligence, ownable insights to purchase, strategic pathways aligned with the highest impact priorities, and effective Total Market roadmaps inclusive of customer journeys. Subscribe to access the full reports featured on “SSG Growth Insights” monthly newsletter at: Santiago Solutions Group @Carlos_SSG 818.736.5661 SantiagoSolutionsGroup.com @Santiago_Group santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com

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