Progressive Grocer - August 2017 - 88

The Latino Pet Owner
Make sure to market the category to your Hispanic customers.
By Kathleen Furore

W
Without a doubt,
the Hispanic
population
as a whole is
growing, and
thus we expect
Hispanic pet
owners to
represent a
significant
portion of the
category growth
over the next
several years."
-Paul Cooke, Nestlé
Purina PetCare

88

ith National Hispanic Heritage
Month (Sept. 15-Oct. 15) fast
approaching, now is an ideal
time to consider how to reach
out to Hispanic pet owners - a
demographic segment that's
strong and growing.
According to "Hispanics as
Pet Market Consumers," a report from Rockville,
Md.-based Packaged Facts, the number of Hispanics in the United States with pets in their homes has
skyrocketed from 11 million to 20 million over the
past decade. Between 2007 and 2016, the rate of pet
ownership among Latinos grew from 40 percent to
55 percent, and between 2016 and 2021, the growth
rate in the number of Hispanic pet owners will be
more than six times higher than that of non-Hispanic pet owners, according to the market research firm.
"Without a doubt, the Hispanic population as
a whole is growing, and thus we expect Hispanic
pet owners to represent a significant portion of the
category growth over the next several years," says
Paul Cooke, VP, trade and industry relations at St.
Louis-based Nestlé Purina PetCare, when asked
about the company's approach to the category.
"Hispanics are definitely important consumers to
Purina, which is why we have a dedicated, crossfunctional team of people creating brand and retail
communications, programs and experiences that
connect with the Hispanic pet owner."
Paying attention to this growing group of pet
parents is important for any retailer or manufacturer hoping to capture a share of the dollars
that Latino customers spend in the pet aisle.
Even a small share of those dollars, after all,
can be substantial.
"Latino pet owners as a whole spend
nearly $5 billion annually on their pets,"
notes Robert Brown, a Packaged Facts
analyst, adding that those consumers
"will account for half the growth in
the population of pet owners over
the next five years."

| Progressive Grocer | August 2017

Who are Hispanic Pet Owners?
The increasing level of acculturation among this
demographic group is of prime importance when
exploring how to create effective merchandising and
marketing campaigns.
"The percentage of Latinos owning pets rises
from just 48 percent of foreign-born, Spanish-dominant Latinos to 64 percent of U.S.-born, Englishdominant Latinos with at least one parent born in
the United States," Packaged Facts reports.
"English-dominant Latino pet owners, the
fastest-growing segment of Hispanic pet owners, are
an especially important consumer segment for supermarkets," Brown adds. "Nearly half - 45 percent -
of this group buy pet products at supermarkets."
That tilt toward more acculturated, Englishdominant customers puts the question of language front and center for anyone trying to



Table of Contents for the Digital Edition of Progressive Grocer - August 2017

Contents
Progressive Grocer - August 2017 - Intro
Progressive Grocer - August 2017 - CT1
Progressive Grocer - August 2017 - CT2
Progressive Grocer - August 2017 - Cover1
Progressive Grocer - August 2017 - Cover2
Progressive Grocer - August 2017 - 3
Progressive Grocer - August 2017 - 4
Progressive Grocer - August 2017 - Contents
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