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Hispanics as Pet Market Consumers


Attention: There is an updated edition available for this report.

  • Executive Summary
    • Scope of the Report
    • Methodology
    • Insights and Opportunities
      • Hispanic Pet Ownership Registers Steady Upswing
      • Multicultural Population Responsible for Most of the Growth in Pet Ownership
      • Acculturation Triggers Increased Level of Pet Ownership
      • Hispanic Pet Ownership Will Continue to Accelerate
      • Latino Spending on Pets Growing at Above-Average Rate
      • Marketers Should Recognize High Degree of Acculturation of Latino Pet Owners
      • Millennial Hispanic Pet Owners Deserve Special Attention
      • Store Brands Have Room to Grow with Latino Pet Owners
      • Unique Concerns of Latino Pet Owners Create Opportunities for Pet Food Marketers
      • Latinos Offer Natural and Organic Pet Food Marketers a Path to Success
      • Need to Heighten Awareness of Preventative Value of Flea/Tick Control Products
      • Hispanics Hold Key to Expanding Market for Products for Pets Other Than Dogs or Cats
    • Profile of Hispanic Pet Owners
      • More Than 20 Million Latinos Own Pets
      • Hispanics Account for One in Three Bird Owners
      • Latinos More Likely to Have Multiple Dogs, Birds or Reptiles
      • Younger Dogs More Common Among Latino Owners
      • Smaller Dogs Catch Fancy of Latino Pet Owners
      • Hispanic Pet Owners Less Affiliated with Hispanic Culture
      • Puerto Ricans Most Likely to Own Pets
      • Mexicans Favor Dogs or Cats, Other Latinos Prefer Fish, Birds or Reptiles
      • Latino Pet Owner Population Has Solid Middle-Income Base
      • Latino Pet Owners Have Higher Incomes Than Non-Pet Owners
    • Consumer Behavior
      • Latino Pet Owners More Likely to Head to PetSmart or Petco
      • Latino Pet Owners Less Likely to Shop Online
      • Millennial Hispanic Pet Owners More Attuned to Online Shopping
      • Hispanic Use of Flea and Tick Control Products Differs
      • Hispanic Cat Owners More Likely to Take Steps to Control or Prevent Heartworm
      • Price Matters More to Latino Pet Owners
      • Latino Dog Owners More Likely to Humanize Dog Foods
      • Pet Food Product Safety Concerns Latino Pet Owners
      • Latino Cat Owners More Concerned About Cat Food Characteristics
      • Price and Availability of Natural/Organic Pet Products Seen as Obstacles
    • Marketing to Hispanic Pet Owners
      • Latino Pet Owners More Likely to Prefer English-Language Media
      • Spanish-Language Ads Less Effective with Hispanic Pet Owners
      • Hispanic Pet Owners Less Likely to Need Spanish-Language Labeling
      • TV Advertising Engages Hispanic Pet Owners
      • English-Dominant Hispanic Pet Owners Download Entertainment
      • Product Placement Effective with Latino Pet Owners
      • Celebrity Marketing Works with English-Dominant Latino Pet Owners
      • More Acculturated Latino Pet Owners Heavily Involved in Social Media
      • Latino Pet Owners Reward Companies Engaged in Pet Welfare Causes
  • Insights and Opportunities
    • Topline Trends in Hispanic Pet Ownership
      • Hispanic Pet Ownership Registers Steady Upswing
      • Hispanics Gain Bigger Share of Pet Owner Population
      • Number of Hispanic Pet Owners Skyrockets
        • Table Number of Non-Hispanic White and Multicultural Adults Owning Pets, 2007 vs. 2016 (in thousands)
      • Pet Ownership Surpasses Growth in Hispanic Adult Population
      • Hispanic Pet Owners Outpace Other Multicultural Pet Owners
      • Multicultural Population Responsible for Most of the Growth in Pet Ownership
      • Number of Latino Dog Owners Doubles Between 2007 and 2016
        • Table Growth in Number of Dog or Cat Owners: Hispanics or Non-Hispanics, 2007-2016 (in thousands)
      • Latinos Help Stem Decline in Ownership of Pets Other Than Dogs or Cats
        • Table Growth in Number of Hispanics Who Own Pets Other Than Dogs or Cats, 2007-2016 (in thousands)
        • Table Change in Number Who Own Pets Other Than Dogs or Cats: Hispanics vs. Non-Hispanics, 2007-2016 (in thousands)
      • Acculturation Triggers Increased Level of Pet Ownership
        • Table Degree of Acculturation: Hispanic Pet Owners vs. Overall Hispanic Population, 2016
      • Hispanic Pet Ownership Will Continue to Accelerate
        • Table Projected Growth in the Number of Pet Owners by Race and Hispanic Origin, 2016 vs. 2021 (in thousands)
        • Table Projected Growth in the Number of Pet Owners by Race and Hispanic Origin, 2016-2021
    • Market Opportunities
      • Latino Spending on Pets Growing at Above-Average Rate
      • Marketers Should Recognize High Degree of Acculturation of Latino Pet Owners
      • Millennial Hispanic Pet Owners Deserve Special Attention
      • Store Brands Have Room to Grow with Latino Pet Owners
      • Unique Concerns of Latino Pet Owners Create Opportunities for Pet Food Marketers
      • Latinos Offer Natural and Organic Pet Food Marketers a Path to Success
      • Need to Heighten Awareness of Preventative Value of Flea/Tick Control Products
      • Hispanics Hold Key to Expanding Market for Products for Pets Other Than Dogs or Cats
  • Profile of Hispanic Pet Owners
    • Overview
      • More Than 20 Million Latinos Own Pets
        • Table Number of Hispanic Pet Owners by Category of Pet, 2016 (in thousands)
      • More Than Half of Latinos Are Pet Owners
      • Hispanics Account for One in Three Bird Owners
      • Pet Ownership Patterns Differ
        • Table Ownership of Other Pets Among Dog or Cat Owners: Hispanics vs. Non-Hispanics, 2016
        • Table Ownership of Other Pets Among Bird or Fish Owners: Hispanics vs. Non-Hispanics, 2016
      • Latinos More Likely to Have Multiple Dogs, Birds or Reptiles
        • Table Percent Who Own Multiple Pets of Same Type: Hispanics vs. Non-Hispanics, 2016
      • Younger Dogs More Common Among Latino Owners
        • Table Ages of Dogs Owned: Hispanic vs. Non-Hispanics, 2016
        • Table Ages of Cats Owned: Hispanics vs. Non-Hispanics, 2016
      • Smaller Dogs Catch Fancy of Latino Pet Owners
        • Table Sizes of Dogs Owned: Hispanics vs. Non-Hispanics, 2016
      • Latinos Use Social Media to Brag on Their Pets
      • Hispanic Pet Owners See Pets as Good Practice for Raising Kids
    • Impact of Acculturation and National Heritage on Pet Ownership
      • Acculturation Provides Context for Understanding Latino Pet Owners
        • Table Degree of Acculturation of Hispanics by Domestic vs. Foreign Birth and by Languages Spoken at Home, 2016
      • Latino Pet Ownership Closely Linked to Acculturation
        • Table Number of Hispanic Pet Owners by Degree of Acculturation, 2016
        • Table Hispanic Pet Owner Population vs. Overall Hispanic Population by Degree of Acculturation, 2016
      • Hispanic Pet Owners Less Affiliated with Hispanic Culture
        • Table Attitudes of Hispanics Toward Hispanic Culture: Pet Owners vs. Non-Pet Owners, 2016
      • Language Provides Important Clue to Hispanic Pet Ownership
      • Puerto Ricans Most Likely to Own Pets
      • Mexicans Dominate Pet Owner Population
      • Mexicans Favor Dogs or Cats, Other Latinos Prefer Fish, Birds or Reptiles
        • Table Ownership Rates by Type of Pet Owned: Mexicans vs. All Other Hispanics, 2016
    • Demographic Highlights of Hispanic and Non-Hispanic Pet Owners
      • Latino Pet Owners Far Younger Than Other Pet Owners
      • Males Form Majority of Hispanic Pet Owners
      • Latino Pet Owners Cluster in West and in Large Metro Areas
        • Table Distribution of Pet Owners by Region and Metropolitan Segmentation: Hispanics vs. Non-Hispanics, 2016
      • Latino Pet Owner Population Has Solid Middle-Income Base
      • Household Structure Differs
        • Table Distribution of Pet Owners by Marital Status: Hispanics vs. Non-Hispanics, 2016
      • Lower Rate of Homeownership Affects Choices of Latino Pet Owners
    • Demographic Highlights of Latino Pet Owners and Non-Pet Owners
      • Latino Pet Owners Slightly Younger Than Non-Pet Owners
      • Latino Pet Owners More Likely to Live in Southwest and on West Coast
        • Table Distribution of Hispanics by Region and Metropolitan Segmentation: Pet Owners vs. Non-Pet Owners, 2016
      • Hispanic Pet Owners Less Likely to Have College Degree, More Likely to Work Full-Time
      • Latino Pet Owners Have Higher Incomes Than Non-Pet Owners
      • Pet Owners Live in Larger Households
      • Latino Pet Owners Much More Likely Than Other Latinos to Own Their Home
  • Consumer Behavior
    • Hispanic Expenditures on Pets
      • Pet Spending by Hispanics Rebounds
      • Hispanic Spending on Pets Totals $4.1 Billion
        • Table Growth in Number of Households: Hispanics vs. Non-Hispanics, 2013-2015 (in thousands)
        • Table Aggregate Spending on Pets: Hispanic vs. Non-Hispanic Households, 2013-2015 (in million $)
    • Where Latinos Shop for Pet Products
      • Latino Pet Owners More Likely to Head to PetSmart or Petco
        • Table Purchasing Patterns for Dog or Cat Products: Hispanics vs. Non-Hispanics, 2016
      • Acculturation Matters in Channel Choices of Latino Pet Owners
        • Table Purchasing Patterns for Dog or Cat Products: English-Dominant vs. Spanish-Dominant Hispanics, 2016
      • Latino Pet Owners Less Likely to Shop Online
      • Millennial Hispanic Pet Owners More Attuned to Online Shopping
    • Pet Product Preferences
      • Latinos Are More Active Buyers of Pet Products
        • Table Types of Dog or Cat Products Purchased in Last 12 Months: Hispanic vs. Non-Hispanic pet Owners, 2016
        • Table Types of Dog or Cat Products Purchased in Last 12 Months: English-Dominant Hispanic vs. Spanish-Dominant Hispanic Pet Owners, 2016
      • Hispanic Use of Flea and Tick Control Products Differs
        • Table Purchase of Flea/Tick Control Products by Dog or Cat Owners: Hispanics vs. Non-Hispanics, 2016
        • Table Purchase of Flea/Tick Control Products by Hispanic Dog or Cat Owners: By Languages Spoken at Home, 2016
      • Spanish-Dominant Pet Owners Most Likely to Buy Flea/Tick Control Products
      • Hispanic Cat Owners More Likely to Take Steps to Control or Prevent Heartworm
      • Store-Brand Pet Foods More Popular with Latinos
        • Table Attitudes Toward Brand Names: Hispanic vs. Non-Hispanic Pet Owners, 2016
      • Price Matters More to Latino Pet Owners
      • Health Concerns Play Key Role in Choice of Pet Foods
      • Latino Dog Owners More Likely to Humanize Dog Foods
      • Pet Food Product Safety Concerns Latino Pet Owners
      • Hispanic Dog Owners Place Higher Value on Buying the Food Fido Likes
      • Fewer Differences When It Comes to Caring About What's in Dog Foods
      • Latino Cat Owners More Concerned About Cat Food Characteristics
      • Natural/Organic Pet Foods Appeal to Latinos
      • Price and Availability of Natural/Organic Pet Products Seen as Obstacles
      • Natural Products Sold by Pet Stores Get Higher Marks
    • Shopping Behavior
      • Acculturation Affects Use of Coupons
        • Table Use of Coupons: English-Dominant Hispanic vs. Spanish-Dominant Hispanic Pet Owners, 2016
      • English-Dominant Pet Owners Most Likely to Use Smartphones When Shopping
        • Table Use of Smartphones and Other Mobile Devices for Shopping in Last 30 Days: Hispanic vs. Non-Hispanic Pet Owners and Hispanic Pet Owners by Languages Used at Home, 2016
  • Marketing to Hispanic Pet Owners
    • Media Preferences
      • Latino Pet Owners More Likely to Prefer English-Language Media
        • Table Recent Use of Spanish-Language Media by Hispanics: Pet Owners vs. Non-Pet Owners, 2016
      • Spanish-Language Ads Less Effective with Hispanic Pet Owners
        • Table Impact of Spanish-Language Advertising on Hispanics: Pet Owners vs. Non-Pet Owners, 2016
      • Hispanic Pet Owners Less Likely to Need Spanish-Language Labeling
    • Marketing to Hispanic Pet Owners
      • TV Advertising Engages Hispanic Pet Owners
        • Table Attitudes Toward Television Advertising: Hispanic vs. Non-Hispanic Pet Owners, 2016
      • English-Dominant Hispanic Pet Owners Download Entertainment
        • Table Attitudes Toward Downloading Entertainment Content: Hispanic Pet Owners by Language Preference and Non-Hispanic Pet Owners, 2016
      • Product Placement Effective with Latino Pet Owners
      • Celebrity Marketing Works with English-Dominant Latino Pet Owners
      • Cellphone Advertising Succeeds with English-Dominant Hispanic Pet Owners
      • More Acculturated Latino Pet Owners Heavily Involved in Social Media
        • Table Consumer Use of Social Media: Hispanic Pet Owners by Language Preference vs. Non-Hispanic Pet Owners, 2016
      • Latino Pet Owners Reward Companies Engaged in Pet Welfare Causes

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Hispanics as Pet Market Consumers

Hispanics as Pet Market Consumers enables marketers to understand the unique preferences of Latino pet owners that can help lay the foundation for successful marketing strategies. For example, when selecting dog foods Hispanic dog owners are more likely than other dog owners to bear in mind the food texture and taste preferred by their dogs. Latino cat owners are more likely than non-Hispanic cat owners to consider factors such as product freshness and protein content.

The report also highlights key differences between Latino pet owners and the rest of the Latino population that suggest the need for nuanced approaches when marketing to Latino pet owners. For example, because Hispanic pet owners are more acculturated than Latinos who do not own pets, they are less likely to turn to Spanish-language media or to be influenced by Spanish-language advertising. Hispanic pet owners also are more affluent than Hispanics without pets in their homes. They have a much higher likelihood of enjoying a household income of $100,000 or more and of owning their homes.


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