Two pet care corporations recently released consumer data revealing that pet owners remain committed to investing in pet care despite rising economic challenges.
Rover, the world’s largest online marketplace for pet care, released its seventh Cost of Pet Parenthood Report, which includes data from 1,000 pet owners across the U.S. Key takeaways include:
- 92% of pet owners say their pet adds the most value to their life despite high financial costs.
- 56% say pet food, supplies, and veterinary care would be the last expenses they would reduce if faced with budget cuts.
- Pet owners are making financial tradeoffs to support their pets, with many cutting back on dining out (48%), reducing discretionary shopping (39%), delaying major purchases (27%), or postponing personal financial goals (25%).
- In response to inflation and tariff concerns, 35% of pet owners reported switching their pet’s regular products, such as food and treats, to brands they believe are locally made or sourced.
- While 38% of pet owners said they would need to take on debt to cover an emergency veterinary expense, 10% have established a dedicated savings fund for pet-related costs and emergencies.
“This year’s findings demonstrate that for the vast majority, pets are not a discretionary expense — they are family,” said Phil Tedeschi, a member of Rover’s Pet People Panel. “This unwavering commitment to prioritize our pets’ well-being is the defining trend of pet parenthood in 2026.”
Elanco Animal Health’s survey of 1,409 U.S. pet owners revealed the following data:
- 91% of pet owners have maintained or increased their spending on pet health and wellness products in recent years, including 38% who reported spending more.
- 31% say they have increased spending on their pet’s health and wellness in the last three months.
- 90% expect their spending to remain stable or increase (37%) in the next year.
- 95% say pet health and wellness are a priority they would not cut back on, despite increased economic pressure.
- 88% say their pet’s happiness and well-being are as important as their own.
“Pet owners are demonstrating an unwavering commitment to their animal’s health, driving demand for innovative, high-quality solutions,” said Bobby Modi, executive vice president of Elanco’s U.S. Pet Health and Digital Transformation. “This fundamental consumer trend underpins the resilience and growth potential of the companion animal industry.”
While economic conditions remain uncertain, these studies suggest that pets are not optional expenses for most Americans but rather family members whose health, happiness, and well-being are a top priority.