Consumers say pet health is the last expense they'd cut, survey finds

Most pet owners have kept their pet spending steady or raised it in recent months, according to new consumer survey data from animal health company Elanco.¹ The findings also show few consumers are willing to cut back on pet health care when their budgets come under strain.

The online survey included 2,018 US adults, 1,495 of whom own dogs or cats. Among pet owners, 93% said they had maintained or increased their pet spending over the past 3 months. Thirty-two percent said they had increased spending on their pets during that period.¹

Looking ahead, 93% of pet owners said they expect to keep their pet spending level or increase it over the next year. Elanco's surveys in February and May produced similar figures, at 93% and 91%, respectively.¹

Pet health ranks lowest among potential cuts

Just 7% of surveyed consumers said they would cut pet health spending if money got tight.¹ Larger shares said they would cut back on dining out and entertainment (54%), travel (44%), and digital subscriptions (33%).

Of the pet owners surveyed, 87% said their pet's happiness and well-being is as important as their own. Sixty-three percent said it is more important.¹ Pet owners' top motivations for spending were health and longevity (65%), happiness and comfort (59%), and treating pets as family (54%).¹

“Our October data reinforces what we see every day across the marketplace: pet health is not a discretionary luxury, but a deeply emotional, non-negotiable commitment,” Bobby Modi, executive vice president of US pet health and digital transformation at Elanco, said in the release.¹ “Even in challenging macroeconomic environments, pet parents consistently prioritize the health, comfort and longevity of their animals.”

Where pet owners buy medications

Thirty-eight percent of pet owners said they had taken their pet medication purchases outside the clinic within the past year or two.¹

Respondents reported buying pet medications through:

• In-person veterinary clinics (37%)
• Online pet specialty pharmacies (31%)
• Mass retail or grocery stores (28%)
• Physical pet specialty retail stores (27%)
• General e-commerce sites (25%)
• Home delivery through a veterinarian's online pharmacy (17%)

Modi said in the release that veterinary visits “are no longer a leading economic indicator for pet spend.”¹

Recommendations carry more weight than discounts

Respondents ranked a doctor's recommendation as the No. 1 reason they would switch their pet's medication. One-time discounts or rebates drew 3%.¹

Respondents also reported plans to bring home new pets. Among all consumers surveyed, 21% said they expect to add a pet in the next year. Among current pet owners, 25% said they expect to adopt another pet in that time.¹

About the survey

The Elanco Pet Health Trends Omnibus survey ran online from October 16 to 21, 2026. The release describes its sample of US adults aged 18 years and older as nationally representative. Dog and cat owners in the sample ranged in age from 18 to 80 years.¹ The release did not name the firm that fielded the survey or report a margin of error.

References

1. October consumer research confirms pet health remains non-negotiable household priority. News release. Elanco Animal Health. November 6, 2026. Accessed November 6, 2026. https://www.prnewswire.com/news-releases/october-consumer-research-confirms-pet-health-remains-non-negotiable-household-priority-302931439.html