Pet owners are continuing to prioritize spending on their pets' health and wellness even as prices climb across other budget categories, according to new consumer research from Elanco Animal Health.
The survey of 1,409 U.S. pet owners, conducted May 29-31, found that pet health and wellness remained a priority despite higher costs across spending categories, including rising gas prices.
Among the findings, 91% of pet owners said they have at least maintained their spending on pet health and wellness products in recent years, and 38% said they increased that spending. Elanco said the result was consistent with research conducted in February, before fuel prices rose.
Thirty-one percent of pet owners said they had increased spending on their pets' health and wellness in the past three months, and 90% said they expected their spending to stay the same or increase in the year ahead, with 37% anticipating an increase.
Ninety-five percent of pet owners said pet health and wellness care was a priority they would not reduce because of economic pressure. According to the survey, consumers were more willing to cut spending on themselves — including dining out and travel — before their pets, and pet health and wellness was the last category surveyed that consumers said they would cut to reduce expenses.
Pet care is not a discretionary expense
The research also found that 88% of pet parents said their pet's happiness and well-being was as important as their own.
"Our research consistently shows that pet care is not a discretionary expense; it's a deeply emotional and highly prioritized investment for pet parents," said Bobby Modi, executive vice president, U.S. pet health and digital transformation. "Pet owners are demonstrating an unwavering commitment to their animals' health, driving demand for innovative, high-quality solutions. This fundamental consumer trend underpins the resilience and growth potential of the companion animal industry, and Elanco is strategically positioned to capitalize on it."
Elanco said the findings align with broader industry data showing the animal health sector has averaged about 5% annual growth over 20 years. The company estimated the industry grew 7% in 2025 and projected it would expand from $42 billion in 2025 to $60 billion within the next decade.
The research outlined several pet health trends. Roughly 40% of pet care sales are subscription-based, and the 2024 APPA National Pet Owners Survey indicated that about one-third of dog and cat owners did not take their pet to a veterinarian in the previous year. The company also noted that about one in five pet visits currently includes diagnostics.
