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.  

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 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. 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

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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