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Inflation and Changing Pet Ownership Economics

As Americans continue to navigate persistent post-pandemic inflation, rising costs for both human necessities and pet-related products and services have significantly impacted household budgets. This financial strain has led to reduced pet spending, delayed adoptions, and, in some cases, pet relinquishment. In this environment, veterinary services that offer a balance of affordability and quality care are in high demand.

Disruption and Opportunity in Traditional Veterinary Care

Legacy veterinary practices face mounting challenges, including declining margins and shifting consumer behaviors. However, the broader pet care industry is undergoing transformation, led by corporate and tech-savvy players leveraging strategic partnerships and innovative business models. These companies are blurring the lines between product, service, and digital engagement to capture greater customer loyalty and share of pet care spending.

Industry leaders are pursuing omnichannel and "omnimarket" strategies, integrating retail, e-commerce, and tech-enabled services to meet evolving customer expectations. The focus is increasingly on holistic pet wellness ecosystems that combine diagnostics, telehealth, prescription management, and home delivery.

Evolving Consumer Behavior and Demographic Shifts

Younger pet owners, especially Millennials and Gen Z, are driving demand for comprehensive, one-stop pet care solutions. These consumers value convenience, personalization, and high-touch service - often mirroring their expectations for human health and wellness. As a result, companies that offer bundled services across veterinary care, pet food, grooming, and pet insurance are gaining traction.

Online Pet Pharmacies Gain Ground

Online sales of pet products surged during the COVID-19 pandemic, reshaping how pet owners shop. This trend continues to accelerate: according to Packaged Facts, e-commerce pet product sales are projected to double 2020 levels by 2025. While this shift boosts revenue for online pet retailers and pharmacies, it threatens traditional veterinary practices that have historically relied on high-margin in-house medication sales. With veterinary services facing cost normalization, practices must innovate to maintain profitability in this new era. Chewy Pharmacy's 2018 launch and Amazon's 2025 entry into veterinary prescriptions exemplify how e-commerce giants are targeting this space with direct-to-consumer solutions. This shift creates both risks and opportunities for veterinarians: while they may lose some prescription revenue, they can also partner with digital platforms or launch their own online offerings.

Veterinary Services Market Report - 2025 Edition

The newly released report, Veterinary Services in the U.S.: Competing for the Pet Care Customer, 5th Edition, provides a comprehensive analysis of the evolving veterinary sector. Key insights include:

Sales and Growth Trends (2019-2029): In-depth data on veterinary service revenue, including projections through 2029.

Veterinary vs. Retail Sales: Breakouts of clinical services, pet medications, and hands-on non-medical services (grooming, boarding, daycare, and training).

E-commerce and Competitive Strategy: How major players use omnichannel tactics to reshape the customer experience.

Customer Usage Patterns: Data on pet ownership, veterinary visit frequency, and spending behaviors.

Pet Owner Demographics: Insights into consumer behavior across veterinary medications, prescription pet food, and care services.

Based on proprietary data from Packaged Facts' 2025 Surveys of Pet Owners, this report is a vital resource for stakeholders navigating today's rapidly changing veterinary and pet care landscape.

Table of Content

CHAPTER 1: EXECUTIVE SUMMARY

• SCOPE AND METHODOLOGY
• Scope of Coverage
• Research Methodology
• Regional Breakouts
• Figure 1-1. National Map by State, Geographic Region, and Census Region
• SECTOR OVERVIEW
• Historical and Projected Sales and Shares
• Veterinary Services and Omnimarket Strategies
• Veterinary Service Usage and Customer Patterns
• OPPORTUNITIES
• The Affordability Crisis and Pet Population Impacts
• Table 1-1. Topline Pet Ownership Rates by Dog/Cat Ownership Classification, 2019 - 2024 (percent of overall households)
• Giving Cats Their Due
• Table 1-2. Household Ownership Base: Dogs vs. Cats, 2018 - 2024 (thousands)
• Table 1-3. Selected Demographic Gains in Dog or Cat Veterinary Services Demographics, 2021 vs. 2024 (thousand households and percent change)
• Competing within Pet Industry Omnimarket
• E-Commerce and Prescription Pet Medications
• Figure 1-2. How Pet Medications Requiring a Vet's Prescription Were Purchased, 2023 vs. 2025 (percent of customers)
• New Veterinary Practice Models and Service Priorities
• Table 1-4. Pet Care Services Considered Most Important to Health and Wellness: Overall and by Generational Cohort, 2025 (percent of dog/cat owners)
• Figure 1-3. Topics on Which Pet Parents Would Like More Guidance from Their Veterinarians, 2025 (percent of veterinary customers)
• Senior and Overweight Pets

CHAPTER 2: VETERINARY SECTOR SALES AND GROWTH

• CHAPTER HIGHLIGHTS
• OVERVIEW OF VETERINARY REVENUES
• Current and Historical Sales
• Table 2-1. US Veterinary Sector Revenues, 2019 - 2024 (billion dollars and percent change)
• Dog Versus Cat Share of Revenues
• Table 2-2. Veterinary Sector Revenues by Animal Type: Dogs, Cats, and Other Pets, 2024 (billion dollars and percent share)
• Service vs. Product Revenues
• Table 2-3. Veterinary Sector Revenues: Overall and by Services vs. Products, 2019 - 2024 (million dollars and percent change)
• Practice-Level Volume Trends in Pet Medication Spending
• Consumer Price Index Inflation
• Figure 2-1. Annual Consumer Price Index Inflation Rates for Veterinary Services, 2015 - 2024 (percent)
• Veterinary Care Spending Patterns and Challenges
• Figure 2-2. Changes in Levels of Veterinary Spending in Last 12 Months: Dog vs. Cat Owners, 2025 (percent of vet services customers with 2+ years as pet owners)
• Figure 2-3. Significant Pet Care Challenges Faced by Veterinary Customers, 2025 (percent)
• Economic Stress and Vet Care Usage Rates
• Figure 2-4. Patterns for Receiving or Foregoing Veterinary Care, November 2024 - January 2025 (percent of pet owners)
• Flat Dog Population Trends and Negative Patient Counts
• Table 2-4. Topline Pet Ownership Rates by Dog/Cat Ownership Classification, 2019 - 2024 (percent of overall households)
• Figure 2-5. Year-Over-Year (YoY) Change in Number of Active Patients, May 2024 - March 2025 (percent)
• Figure 2-6. Year-Over-Year (YoY) Change in Veterinary Patient Visits, May 2024 - March 2025 (percent)
• Generational Challenges to the Centrality of Veterinarians to Pet Care
• Figure 2-7. Gallup Poll Data on the Gen Z Trust Landscape (percent)
• Table 2-5. Most Important Sources of Pet Care Information: By Generational Cohort, 2025 (percent)
• Topline Sales Projections
• Table 2-6. Projected US Veterinary Sector Revenues: Overall and by Services vs. Products, 2024, 2025P, and 2029P (million dollars and percent change)

CHAPTER 3: VETERINARY SECTOR COMPETITIVE LANDSCAPE

• CHAPTER HIGHLIGHTS
• OVERVIEW OF SERVICE PROVIDERS
• Number and Range of Veterinary Practices
• Local and/or Corporate
• Leading Corporate Operators
• Vet Care and Omnimarket Strategies
• Usage Patterns by Service Provider Type
• Table 3-1. Usage Rates for Veterinary Services by Type of Provider: Dog Owners vs. Cat Owners, 2025 (percent of veterinary customers)
• Generational Patterns
• Figure 3-1. Usage Rates for Local, Independent Vet Practices by Generational Cohort: Dog Owners vs. Cat Owners, 2025 (percent)
• Table 3-2. Levels of Agreement with Statements Related to Vet Service Providers by Type/Location: Overall and by Generational Cohort, 2025 (percent of veterinary customers)
• Table 3-3. Most Important Sources of Pet Care Information: By Generational Cohort, 2025 (percent)
• Veterinary Care Wellness Plans and Loyalty Programs
• Illustration 3-1. Banfield Senior Optimum Wellness Plans
• Illustration 3-2. Petco Vital Care
• Telemedicine as Facet of Tech-Driven Transformation
• Illustration 3-3a. States Allowing Virtual Care-Initiated Veterinarian-Client-Patient-Relationships (VCPRs),
• Illustration 3-3b. States Prohibiting Virtual-Care Initiated Veterinarian-Client-Patient-Relationships (VCPRs),
• Table 3-4. Levels of Agreement with Selected Statements Related to Veterinary Telehealth, 2025 (percent of veterinary customers)
• On-Hand and At-Home Trends
• Illustration 3-4. Maryland Mobile Vet: "We Bring Veterinary Medicine to Your Door"

CHAPTER 4: CORE VETERINARY USAGE PATTERNS

• CHAPTER HIGHLIGHTS
• VETERINARY SERVICE USAGE AND SPENDING PATTERNS
• Usage Rates and Customer Base
• Table 4-1. Veterinary Service Usage Rates: By Dog/Cat Ownership, 2021 - 2024 (percent of dog/cat households)
• Vet Customer Base Drops to 47 Million Households
• Table 4-2. Customer Base for Veterinary Services vs. Overall Dog/Cat Household Population, 2021 - 2024 (million households)
• Dogs Account for Three-Fourths of Vet Patients
• Table 4-3. Share of Overall Pet Household Population vs. Veterinary Customers: By Dog/Cat Ownership, 2021 - 2024 (percent)
• Distribution of Veterinary Customers by Age of Pets
• Table 4-4. Distribution by Age of Pet: Overall Dog Household Population vs. Dog Veterinary Service Customers, 2021 - 2024 (percent)
• Table 4-5. Distribution by Age of Pet: Overall Cat Household Population vs. Cat Veterinary Service Customers, 2021 - 2024 (percent)
• Patterns for Regular/Check-Up vs. Urgent/Emergency Care Visits
• Figure 4-1. Patterns for Regular/Check-Up vs. Urgent/Emergency Care Veterinary Visits: For Dogs vs. Cats, 2025 (percent of dog/cat veterinary service users in last 12 months)
• Reasons for Veterinary Visits
• Table 4-6. Selected Reasons for Veterinary Visits, 2025 (percent of veterinary customers)
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• Patterns by Number of Vet Visits
• Table 4-7. Patterns for Annual Number of Visits to Vet by Selected Dog/Cat Owner Classifications, 2021 - 2024 (percent of veterinary customers)
• The Income Factor for Use of Vet Services
• Table 4-8. Indexes for Use of Veterinary Services by Household Income Bracket: By Dog/Cat Ownership, 2021 - 2024 (base index = 100)
• Vet Care Spending per Customer Household
• Table 4-9. Veterinary Care Spending by Dollar Ranges in Last 12 Months per Customer Household, 2021 - 2024 (percent)
• Table 4-10. Veterinary Care Spending by Dollar Ranges in Last 12 Months: By Household Income Grouping, 2021 - 2024 (percent)
• Table 4-11. Veterinary Care Spending by Dollar Ranges in Last 12 Months: Dog Owners Overall, Dog Owners without Senior Dogs, and Dog Owners with Senior Dogs Age 7+, 2021 - 2024 (percent)
• Table 4-12. Veterinary Care Spending by Dollar Ranges in Last 12 Months: Cat Owners Overall, Cat Owners without Senior Cats, and Cat Owners with Senior Cats Age 7+, 2021 - 2024 (percent)

CHAPTER 5: VETERINARY CUSTOMER DEMOGRAPHICS

• CHAPTER HIGHLIGHTS
• OVERALL DEMOGRAPHIC PATTERNS AND SKEWS
• The Top Variables
• Table 5-1. High- and Low-Indexing Demographics for Dog or Cat Veterinary Services, 2021 vs. 2024 (indexes among dog/cat owners)
• Gains and Losses in Customer Base by Demographic
• Table 5-2a. Selected Demographic Gains or Losses in Dog or Cat Veterinary Services Demographics, 2021 vs. 2024 (thousand households and percent change)
• Table 5-2b. Selected Demographic Gains or Losses in Dog or Cat Veterinary Services Demographics, 2021 vs. 2024 (thousand households and percent change)
• Detailed Demographic Tables
• Table 5-3a. Usage Rates for Dog or Cat Veterinary Services: By Demographic, 2021 - 2024 (percent of dog/cat households)
• Table 5-3b. Customer Base for Dog or Cat Veterinary Services: By Demographic, 2021 - 2024 (thousands of dog/cat households)
• Table 5-3c. Usage Indexes for Dog or Cat Veterinary Services: By Demographic, 2021 - 2024 (base index among dog/cat owners = 100)
• DEMOGRAPHIC PATTERNS FOR DOG/NOT CAT OWNERS
• The Top Variables
• Table 5-4. High- and Low-Indexing Demographics for Dog/Not Cat Veterinary Services, 2021 vs. 2024 (indexes among dog/not cat owners)
• Figure 5-1. Low-Indexing Demographics for Dog/Not Cat Veterinary Services, 2021 vs. 2024 (indexes among dog/not cat owners)
• Gains and Losses in Customer Base by Demographic
• Table 5-5a. Selected Demographic Gains or Losses in Dog/Not Cat Veterinary Services Demographics, 2021 vs. 2024 (thousand households and percent change)
• Table 5-5b. Selected Demographic Gains or Losses in Dog/Not Cat Veterinary Services Demographics, 2021 vs. 2024 (thousand households and numerical change)
• Detailed Demographic Tables
• Table 5-6a. Dog/Not Cat Owner Usage Rates for Veterinary Services: By Demographic, 2021 - 2024 (percent of dog/not cat owning households)
• Table 5-6b. Dog/Not Cat Owner Customer Base for Veterinary Services: By Demographic, 2021 - 2024 (thousands of dog/not cat-owning households)
• Table 5-6c. Dog/Not Cat Owner Usage Indexes for Veterinary Services: By Demographic, 2021- 2024 (base index among dog/not cat owners = 100)
• DEMOGRAPHIC PATTERNS FOR CAT/NOT DOG OWNERS
• Cat-Owning Households Have the Pet Population Momentum
• Table 5-7. Household Ownership Base: Dogs vs. Cats, 2018 - 2024 (thousands)
• The Top Variables
• Table 5-8. High- and Low-Indexing Demographics for Cat/Not Dog Veterinary Services, 2021 vs. 2024 (indexes among cat/not dog owners)
• Figure 5-2. Low-Indexing Demographics for Cat/Not Dog Veterinary Services, 2021 vs. 2024 (indexes among cat/not dog owners)
• Gains and Losses in Customer Base by Demographic
• Table 5-9a. Selected Demographic Gains or Losses in Cat/Not Dog Veterinary Services Demographics, 2021 vs. 2024 (thousand households and percent change)
• Table 5-9b. Selected Demographic Gains or Losses in Cat/Not Dog Veterinary Services Demographics, 2021 vs. 2024 (thousand households and numerical change)
• Detailed Demographic Tables
• Table 5-10a. Cat/Not Dog Owner Usage Rates for Veterinary Services by Demographic, 2021 - 2024 (percent of cat/not dog owning households)
• Table 5-10b. Cat/Not Dog Owner Customer Base for Veterinary Services by Demographic, 2021 - 2024 (thousands of cat/not dog-owning households)
• Table 5-10c. Cat/Not Dog Owner Usage Indexes for Veterinary Services by Demographic, 2021- 2024 (base index among cat/not dog owners = 100)

CHAPTER 6: PERSPECTIVES ON CROSS-SECTOR COMPETITION

• CHAPTER HIGHLIGHTS
• VETERINARY SECTOR AND PET MEDICATIONS
• Overall Pet Medication/Supplement Sales
• Table 6-1. Overall US Sales of Pet Medications/Supplements, 2019 - 2024 (million dollars and percent change)
• Veterinary vs. Retail Sector Sales
• Table 6-2. Sales of Pet Medications/Supplements: Overall and by Veterinary vs. Retail Sectors, 2019 - 2024 (million dollars and percent change)
• Competitive Landscape
• Figure 6-1. Sales of Primary Pet Medication/Supplement Classifications: Veterinary vs. Retail Sectors, 2024 (million dollars)
• Illustration 6-1. First Order Promotion on Chewy Pet Pharmacy
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• Illustration 6-2. Prescription Dog Medications on Amazon
• Opportunities in Competitive Context
• Figure 6-2. Products Pet Parents Consider Most Important for Pet Health and Wellness: Dog vs. Cat Owners, 2025 (percent)
• Omnimarket Perspectives
• Figure 6-3. How Pet Medications Requiring a Vet's Prescription Were Purchased, 2023 vs. 2025 (percent of customers)
• Illustration 6-3. CityVet Range of Services
• Amazon Joins the Prescription Pet Medications Fray
• Topline Sales Projections
• Table 6-3. Projected US Sales of Pet Medications: Overall and by Veterinary vs. Retail Sectors, 2024 vs. 2029P (million dollars and percent change)
• Usage Rates and Customer Base for Flea Control Products
• Table 6-4. Usage Rates for Flea Control Products: Overall and by Dog/Cat Ownership, 2023 - 2024 (percent and thousands of dog/cat households)
• Table 6-5a. Usage Rates for Veterinary Flea Control Products: Overall and by Dog/Cat Ownership, 2021 - 2024 (percent of dog/cat veterinary customers)
• Table 6-5b. Customer Base for Veterinary Flea Control Products: Overall and by Dog/Cat Ownership, 2021 - 2024 (thousands of dog/cat households)
• Shares of Veterinary Flea Control Customers by Dog/Cat Ownership
• Top Demographics for Veterinary Flea Control
• Figure 6-4. Indexes for Use of Veterinary Flea Control Products: By Household Income Bracket, 2024 (base index among dog/cat veterinary customers = 100)
• Table 6-6. Demographic Gains/Losses in Customer Base for Veterinary Flea Control Products: By Household Income Bracket, 2021 vs. 2024 (thousands of households and numerical/percent change)
• Table 6-7a. Usage Rates for Veterinary Flea Control Products by Demographic, 2021 - 2024 (percent of dog/cat veterinary customer households)
• Table 6-7b. Customer Base for Veterinary Flea Control Products by Demographic, 2021 - 2024 (thousands of dog/cat households)
• Table 6-7c. Usage Indexes for Veterinary Flea Control Products by Demographic, 2021 - 2024 (base index among dog/cat veterinary customer households = 100)
• VETERINARY SECTOR AND PET FOOD
• Overall Pet Food Sales
• Table 6-8. Overall US Sales of Pet Food/Treats, 2019 - 2024 (million dollars and percent change)
• Veterinary vs. Retail Sector Sales
• Table 6-9. Sales of Pet Food/Treats: Overall and by Veterinary vs. Retail Sectors, 2019 - 2024 (million dollars and percent change)
• Competitive Landscape
• Illustration 6-4. Hill's Prescription Diet on Chewy
• Illustration 6-5. JustFoodforDogs on Amazon
• Opportunities in Competitive Context
• Pet Parent Priority on Pet Nutrition and Preventive Pet Care
• Figure 6-5. Products Pet Parents Consider Most Important for Pet Health and Wellness, 2025 (percent of dog/cat owners)
• Figure 6-6. Topics on Which Pet Parents Would Like More Guidance from Their Veterinarians, 2025 (percent of veterinary customers)
• Veterinary Practice vs. Pet Owner Priorities
• Illustration 6-6. Veterinary Nutrition Residency at University of Tennessee Sponsored by The Farmer's Dog
• Illustration 6-7. Royal Canin Fresh Health Nutrition from Mars
• Illustration 6-8. 2025 Hill's Pet Nutrition World of the Cat Report
• Omnimarket Perspectives
• Figure 6-7. Purchasing of Pet Food by Selected Channels: Online, Pet Specialty, and Veterinary, 2017 vs. 2024 (percent of customers)
• Figure 6-8. Hill's and Purina Pro Plan Pet Food/Treat Shopping Patterns by Selected Channels: Online, Pet Specialty, and Veterinary, 2017 vs. 2024 (percent)
• Figure 6-9. Channel Purchasing Patterns Among Household Spending $500 or More Annually on Pet Food: Veterinary Channel vs. Leading Retailers/Retail Sectors, 2024 (index)
• Figure 6-10. Customer Base Among Households Spending $500 or More Annually on Pet Food: Veterinary Channel vs. Leading Retailers/Retail Sectors, 2024 (thousand households)
• Topline Sales Projections
• Table 6-10. Projected US Sales of Pet Food/Treats: Overall and by Veterinary vs. Retail Sectors, 2024 vs. 2029P (million dollars and percent change)
• Usage Rates and Customer Base for Veterinary Pet Food
• Table 6-11a. Usage Rates for Veterinary Pet Food Products: Overall and by Dog/Cat Ownership, 2021 - 2024 (percent of dog/cat veterinary customer households)
• Table 6-11b. Customer Base for Veterinary Pet Food Products: Overall and by Dog/Cat Ownership, 2021 - 2024 (thousands of dog/cat households)
• Shares of Veterinary Pet Food Customers by Dog/Cat Ownership
• Top Demographics for Veterinary Pet Food
• Figure 6-11. Top Demographics for Use of Veterinary Pet Food Products, 2024 (base index among dog/cat veterinary customers = 100)
• Table 6-12. Demographic Gains/Losses in Customer Base for Veterinary Pet Food Products: By Household Income Bracket, 2021 vs. 2024 (thousands households and percent)
• Table 6-13a. Usage Rates for Veterinary Pet food by Demographic, 2021 - 2024 (percent of dog/cat veterinary customer households)
• Table 6-13b. Customer Base for Veterinary Pet Food Products by Demographic, 2021 - 2024 (thousands of dog/cat households)
• Table 6-13c. Usage Indexes for Veterinary Pet Food Products by Demographic, 2021 - 2024 (base index among dog/cat veterinary customer households = 100)
• VETERINARY SECTOR AND NON-MEDICAL PET SERVICES
• Overall Non-Medical Pet Service Sales
• Table 6-14. Overall US Sales of Core Non-Medical Pet Services, 2019 - 2024 (million dollars and percent change)