A new Elanco survey found that 93% of pet owners maintained or increased their pet spending over the past three months, with only 7% willing to cut pet health costs under economic pressure, demonstrating that pet health is treated as a non-negotiable priority rather than a discretionary expense.
- 93% of pet owners maintained or increased pet spending in the past three months, with 32% specifically increasing spending
- Only 7% would cut pet health spending under economic pressure, compared to 54% who would reduce dining out and entertainment
- 87% of pet owners said their pet's happiness is as important as their own, with 63% rating it more important
- Top spending reasons include keeping pets healthy and living longer (65%), seeing them happy (59%), and treating them as family members (54%)
- 38% of pet owners have shifted medication purchases to online pharmacies, retail stores, and e-commerce outside traditional veterinary clinics
Elanco Animal Health Inc. released findings from its latest U.S. consumer research, which showed 93% of pet owners maintained or increased pet spending over the past three months.
The national omnibus survey of 2,018 U.S. consumers, including 1,495 dog and cat owners, was fielded in mid-October 2026.
According to the survey, 32% of pet owners said they increased spending on their pets in the past three months, and 93% expect to maintain or increase spending in the year ahead. That figure is in line with earlier Elanco surveys in February (93%) and May (91%).
Pet health remains a priority
Only 7% of surveyed consumers said they would cut pet health spending under economic pressure, compared with 54% who would cut dining out and entertainment, 44% who would cut travel and 33% who would cut digital subscriptions.
In addition, 87% of surveyed pet owners said their pet’s happiness and well-being is as important as their own, with 63% saying it is more important. The top reasons cited for pet spending were keeping pets healthy and living longer (65%), seeing them happy and comfortable (59%) and treating them as family members (54%).
“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,” said Bobby Modi, executive vice president, U.S. pet health and digital transformation at Elanco. “Even in challenging macroeconomic environments, pet parents consistently prioritize the health, comfort and longevity of their animals.”
Medication purchases shift across channels
The survey also examined how pet owners access care and purchase medications. Thirty-eight percent of pet owners said they have shifted their pet medication purchasing outside the veterinary clinic in the past year or two.
Respondents reported buying pet medications through in-person veterinary clinics (37%), online pet specialty pharmacies (31%), mass retail and grocery stores (28%), physical pet specialty retail stores (27%), general e-commerce (25%) and home delivery through a veterinarian’s online pharmacy (17%).
A veterinarian’s recommendation was the No. 1 reason a pet owner would switch medications. Only 3% cited one-time discounts or rebates.
Modi noted consumer purchasing habits are evolving toward omnichannel convenience — spanning vet clinics, retail shelves and vet home delivery. “Importantly, vet visits are no longer a leading economic indicator for pet spend," he said.
Pet ownership expected to grow
Across all consumers surveyed, 21% said they expect to add a pet in the year ahead. Among current pet owners, 25% said they expect to adopt another pet in the next year.
About the survey
The Elanco Pet Health Trends Omnibus survey was conducted online Oct. 16-21, 2026, among a nationally representative sample of 2,018 U.S. adults ages 18 and older, including 1,495 dog and cat owners ages 18 to 80.
