PPN: Redbarn recently released Wildwood Stews. What was the inspiration behind
this food line?
AA: The Redbarn Wildwood Stews line was created to cater to our
customers who indicated that they were searching for unique proteins that catered to dogs with sensitive stomachs and allergies.
Redbarn Wildwoods Canned Food features novel proteins like
trout, duck and quail in a delectable gravy that your dog will love.
Like all recipes in the Redbarn Canned line, premium protein is the
first ingredient. Additionally, Wildwood Stews are free from common canine allergens like soy and corn. Every recipe in Redbarn’s
Canned Food line is grain free, features natural ingredients and
added superfood functional ingredients to support common dog
health needs. Recipes include support for weight control, healthy
teeth and bones, and joint health. Each can has 16 ingredients or
less, plus added vitamins and minerals. They’re also made in the
USA, so you can trust the safety and quality in every can.
PPN: Does Redbarn have any other product launches planned for this year?
AA: In 2017, we’ve launched new Bully Weaves and Super Braids,
Fetchers Braided Ring, Grain-Free Dipped Biscuits and the Wildwoods. We do not currently have any other launches planned for
2017, but 2018 will be a big year.
PPN: Tell us about the philanthropic activities Redbarn is involved in.
AA: Jeff and Howie started Redbarn with the belief that all pets deserve
high-quality, natural food and treats. For the past 15 years, Redbarn
has been donating food, treats and chews to shelters, rescue groups
and pet-related organizations to help support animals in need.
Redbarn co-founder and co-owner Howard Bloxam
BY DAVID LUMMIS
¿Hablas español? If you’re a pet marketer or retailer targeting this burgeoning U.S. demographic,
you might not need to. Most ( 69 percent) of Latino pet owners are either U.S. born or bilingual,
or English-dominant foreign born. As a result,
most Latino pet owners are less open than other Hispanics to Spanish-language media and
advertising, and more likely to prefer English
when watching television ( 69 percent versus 58
percent), going online ( 68 percent versus 60 percent), reading ( 68 percent versus 59 percent) or
listening to radio ( 60 percent versus 53 percent).
Only 28 percent of Latinos who own pets agree
that “Spanish-language labeling helps me select
what I want,” compared to 37 percent of Latinos
who do not own pets. These figures are based on
data from the Spring 2016 Simmons National Hispanic Consumer Study presented in the Packaged
Facts report Hispanics as Pet Market Consumers.
Whether in English or Spanish, pet marketing
programs must take into account the burgeoning
Latino demographic. Between 2007 and 2016,
the number of Latinos with pets in their homes
skyrocketed 79 percent, from 11. 4 million to 20. 4
million, an increase of 9 million—surpassing the
7. 6 million additional pet owners among the far
larger population of non-Hispanic whites.
Propelling this growth are three trends: rapid
Hispanic population growth, increasing accultur-
ation and the greater likelihood of pet ownership
among acculturated Hispanics. Along the accul-
turation spectrum are “acculturated Latinos,”
those born in the U.S. with at least one U.S.-born
parent; “transitional Hispanics,” comprising Lati-
nos born in the U.S. to two foreign-born parents,
along with foreign-born Hispanics who are bilin-
gual or speak predominantly English at home;
and “traditional Hispanics,” those who are foreign
born and speak predominantly Spanish at home.
The percentage of Latinos owning pets rises from
48 percent of traditional Latinos to 53 percent of
transitional Latinos to 64 percent of acculturated
Latinos. Combined, acculturated and transitional
Hispanics constitute 69 percent of Hispanic pet
owners and 65 percent of adult Latinos as a whole.
There’s every reason to expect the robust
growth in Latino pet ownership to continue. By
every forecast, the population of Hispanic adults
will continue to grow much more rapidly than
the U.S. population as a whole. Equally significant, more than nine in 10 (94 percent) Hispanics
under the age of 18 were born in the U.S., meaning acculturated Latino adults will constitute an
ever-greater share of the Latino adult population
in the coming years. Against this backdrop, the
number of Hispanic pet owners is expected to
rise exponentially, from 20. 4 million in 2016 to
24. 3 million in 2021, lifting the Hispanic share of
the pet owner population from 14. 6 percent to 16. 5
percent. During this time frame, Hispanics will
move into the pet ownership ranks six times faster
than non-Hispanics, thereby accounting for about
half ( 51 percent) of the growth in the number of
U.S. pet owners.
For marketing purposes or otherwise, becoming fluent in Spanish might not be called for. But
for pet retailers and marketers looking to win
Hispanic shoppers, a good place to start is with a
great big gracias.
David Lummis is the lead pet-market analyst for Packaged Facts, a division of MarketResearch.com. He reviewed the Packaged Facts pet report referenced here,
Hispanics as Pet Market Consumers (packaged
Hispanic Pet Ownership
Is Most Likely on the Rise
HISPANICS NON-HISPANIC WHITES
9 million 7. 6 million
Source: Compiled by Packaged Facts based
on data from Simmons Market Research
Growth in Adult Pet Owners: Hispanics
versus Non-Hispanic Whites, 2007-2016
Redbarn co-founder and co-owner Jeff Baikie