Consumer Research Reveals Pet Spending as a ‘Protected Budget Item,’ Fueling Industry Resilience

Elanco Animal Health Incorporated, a global leader in animal health, recently released new consumer research showing pet owners continue to prioritize spending on their pets, underscoring the robust and resilient nature of the industry.

According to Elanco’s latest survey of 1,409 U.S. pet owners conducted May 29 to 31, even with rising costs across spending categories including higher gas prices, pet health and wellness remain an absolute priority for pet owners as a protected budget item.

• Stable Expectations for Pet Owner Spend: 91% of pet owners have at least maintained their spending on pet health and wellness products in recent years, with 38% of pet owners increasing spend. This remains stable with February research prior to rising fuel prices.
• Increasing Pet Care Spend Despite Rising Costs of Living: 31% of pet owners say they’ve increased spending on their pets’ health and wellness in the past three months, despite increasing economic challenges. Further, 90% of pet owners expect their spending to stay the same or increase (37%) in the year ahead.
• Pet Health & Wellness as a Top Priority and Core Expenditure: 95% of pet owners see pet health and wellness care as a priority that they will not reduce due to economic pressure. Even when consumers face personal financial challenges, they are willing to cut spending on themselves – dining out, travel – before their pets. In fact, pet health and wellness was the last item in the surveyed categories that consumers would cut if required to reduce expenses.

Elanco’s latest research reveals a powerful and enduring shift in consumer behavior shaped by a new kind of pet owner – one who is more engaged, more informed and more empowered than ever before. Pets are no longer just companions – they’re family. With fewer kids and more pets, pet owners are demonstrating an increased expectation of care and desire for longer, healthier lives for their pets. This profound commitment translates directly into a strong and durable willingness to invest in their wellbeing, with 88% of pet parents saying their pet’s happiness and wellbeing is 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.”

These findings reinforce the broader industry data showing the animal health industry is one of the most compelling and resilient sectors, with a 20-year track record of continual growth, averaging about 5% annually. Elanco estimates the industry expanded by 7% in 2025.

Deep consumer commitment to pets and a surging demand for animal protein are driving sustained growth. With a long runway ahead, the animal health industry is projected to grow from $42 billion in 2025 to $60 billion in the next decade.

Key pet health trends further amplify this opportunity:

• Omnichannel Access & Convenience: Modern pet owners seek convenience and diverse access points for care. While vet visit volumes may fluctuate, spending on vet services continues to grow, indicating a strong willingness to spend on innovation. Further, approximately 40% of pet care sales are subscription-based. Additionally, many consumers spend outside the vet clinic. The 2024 APPA National Pet Owners Survey indicated approximately one-third of all dog and cat owners didn’t take their pet to a veterinarian in the previous year. Elanco is well-positioned with an omnichannel approach to meet pet owners where, when, and how they choose to engage.
• Comprehensive Portfolios & Innovation: Pet owners are willing to spend on innovation, which creates the value that drives industry pricing. Elanco is well-positioned with its market-leading growth in U.S. Pet Health through a basket of innovation, #1 standing in OTC¹ and status as just one of two industry providers with a complete portfolio.
• Expanding Diagnostic Opportunities: Currently, only one in five pet visits includes diagnostics, meaning the true spectrum of disease is often unknown. As diagnostics expand what can be detected, and AI accelerates what can be learned, the opportunity to improve pet health and drive value is substantial.