Veterinary Services in the US, 5th Edition: Competing for the Pet Care Customer

Description

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.

Product Code: LA20149727

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)

iv
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

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)