“Adiós Rusty. Meet Rufo!”
Growth in the Pet Industry Comes with an Upscale Latino Treat
2014 © Santiago Solutions Group, I...
Growth In The $50 Billion Pet Industry Is
Increasingly Coming With A Latino Upscale Treat
SSG analysis reveals that contra...
Latinos Drive the Pet
Ownership Market Growth
Upscalesegmentdrives
thecategory.
UpscaleLatinosGenerate
asmanynewpetowners
...
4
Source: SSG Analyses of GfK-MRI 2010 & 2013 double base Survey of the American Consumer Base: Total
US 18+ Household Inc...
About
Santiago Solutions Group
We guide clients using advanced
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sizings , innovative mode...
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Adios rusty hola rufo!-Short Version

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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, Upscale Latinos 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)
  • Adios rusty hola rufo!-Short Version

    1. 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. 2. 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. 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. 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. 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. 5. 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. To Learn More please subscribe to SSG monthly Growth Insights Newsletter Santiago Solutions Group SantiagoSolutionsGroup.com @Santiago_Group santiagosolutionsgroup.com/subscribe/ Carlos@SantiagoSolutionsGroup.com 2014 © Santiago Solutions Group, Inc. www.SantiagoSolutionsGroup.com To Learn More, a subscription to SSG’s newsletter provides you with access to this and other SSG’s full Reports… “Adiós Rusty. Meet Rufo!” Growth in the Pet Industry Comes with an Upscale Latino Treat
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