As inflation continues to impact household budgets and living costs remain high, pet owners across the United States are making one thing clear: their pets’ health and happiness are non-negotiable.
A new consumer survey conducted by Elanco Animal Health has found that the overwhelming majority of pet parents continue to prioritize spending on pet healthcare and wellness products, even as they face rising costs in other areas of daily life.
The findings highlight a growing trend within the pet industry—pets are increasingly being treated as family members, and owners are willing to make personal financial sacrifices to ensure their animals receive the care they need.
Pet Health Spending Remains Strong Despite Economic Pressure
The survey, which included 1,409 U.S. pet owners and was conducted between May 29 and May 31, revealed that pet-related healthcare spending has remained remarkably resilient despite inflation concerns and rising fuel costs.
According to the research, 91% of pet owners said they have either maintained or increased their spending on pet health and wellness products over recent years.
Even more notably, 38% reported that their spending in this category has actually increased.
The results closely mirror findings from an earlier survey conducted in February, suggesting that economic uncertainty has done little to change pet owners’ priorities.
Many Owners Are Spending More on Their Pets Than Ever
The study found that pet wellness spending continues to grow.
Around 31% of respondents said they had increased their spending on pet health and wellness within the past three months alone.
Looking ahead, the trend appears likely to continue.
A significant 90% of pet owners expect their pet-related spending to either remain stable or increase over the next year, while 37% anticipate spending even more than they currently do.
These numbers indicate strong consumer confidence in pet healthcare and suggest that owners view preventive care and wellness products as essential rather than optional purchases.
Pets Remain a Top Priority for Families
One of the most striking findings from the survey was the emotional connection owners have with their pets.
An overwhelming 95% of respondents stated that pet health and wellness is a priority area they would be unwilling to reduce, even when facing financial challenges.
In fact, many owners said they would cut spending on themselves before reducing spending on their pets.
Expenses such as:
- Dining out
- Entertainment
- Travel
- Personal shopping
were all considered more expendable than pet healthcare and wellness products.
The data suggests that pet-related expenses are increasingly viewed as necessities rather than discretionary purchases.
Pet Happiness Matters as Much as Human Well-Being
The survey also highlighted the deep emotional bonds between people and their animals.
Approximately 88% of pet owners said their pet’s happiness and well-being is just as important as their own.
This growing “pet parent” mindset continues to influence purchasing behavior across the industry.
From premium nutrition and supplements to preventive healthcare and wellness products, owners are investing more heavily in products designed to improve their pets’ quality of life.
Industry experts believe this emotional connection is one of the key drivers behind the continued growth of the companion animal market.
Pet Care No Longer Seen as an Optional Expense
Commenting on the findings, Elanco Animal Health emphasized that pet care has evolved beyond a discretionary category.
According to Bobby Modi, Executive Vice President of U.S. Pet Health and Digital Transformation at Elanco, consumer behavior consistently shows that pet owners view animal care as a highly prioritized and emotionally important investment.
The company’s research suggests that this commitment continues to drive demand for innovative healthcare solutions and premium pet products.
As a result, the companion animal industry remains one of the more resilient sectors despite broader economic fluctuations.
The Pet Industry Continues to Expand
The survey findings align with broader industry growth trends.
Elanco reported that the animal health sector has experienced an average annual growth rate of approximately 5% over the past two decades.
The company estimates industry growth reached 7% in 2025 and projects the global companion animal health market could expand from roughly $42 billion in 2025 to approximately $60 billion within the next ten years.
These projections reflect increasing pet ownership, greater focus on preventive healthcare, and rising demand for premium products and services.
Emerging Trends Shaping Pet Healthcare
The research also identified several trends influencing the future of pet care.
One notable development is the continued rise of subscription-based services, which now account for roughly 40% of pet care sales.
From food deliveries to wellness products and medication refills, subscription models are becoming increasingly popular among pet owners seeking convenience and consistency.
The survey also highlighted ongoing challenges in veterinary care utilization.
Data from the 2024 APPA National Pet Owners Survey showed that approximately one-third of dog and cat owners had not taken their pet to a veterinarian during the previous year.
Additionally, only about one in five veterinary visits currently includes diagnostic testing, suggesting opportunities for improved preventive healthcare adoption.
What This Means for the Future of Pet Care
The latest findings reinforce a trend that has been growing for years: pet owners are more committed than ever to their animals’ well-being.
Even in uncertain economic conditions, most owners continue to prioritize healthcare, nutrition, wellness products, and preventive care for their pets.
For the pet industry, that commitment represents a powerful growth driver.
For pet parents, it reflects something even more important—a belief that pets are family, and their health and happiness deserve protection regardless of economic circumstances.
As the human-animal bond continues to strengthen, spending on pet wellness may remain one of the most resilient categories in consumer spending for years to come.
