Veterinary Services in the U.S.: Competing for the Pet Care Customer, 3rd Edition

Report
146 Pages
January 2022
Region: United States
Packaged Facts
ID: 5533696

Across the pet industry, a uniform focus on animal health has spearheaded the most important marketing and product development thrusts, driven by pet humanization and pet parents' heavy involvement in pet care. This metatrend has included pet parent insistence on - and willingness to pay for - quality services and products that offer demonstrable health benefits on par with what they seek for themselves. With human health concerns elevated in the face of COVID-19, pet owners' heightened focus on the health of their fur children has been a natural side effect, especially as they rely even more heavily on their pets for companionship and comfort.

Focusing on dog and cat owners, this new report from U.S. pet market research leader publisher provides a comprehensive and in-depth look at the competitive dynamics surrounding the veterinary care customer, including:

Perspective on pet ownership rates in wake of COVID-19
Veterinary care usage patterns, customer priorities, and demographics
Trends and opportunities in intersecting service markets: non-medical pet care services (such as grooming, boarding, and training) and medical coverage (including pet insurance and wellness plans)
Trends and opportunities in intersecting product markets: pet medications, pet supplements, and pet food

The information contained in this report was obtained from primary and secondary research. Primary research includes national online consumer surveys of U.S. adult pet owners (age 18+) conducted through January 2022 by the publisher to measure usage patterns and attitudes regarding veterinary services and intersecting service and product markets. Primary research also includes consultation and information exchange with vet market experts and veterinary association professionals, partly in conjunction with presenting the publisher's research at veterinary industry events including VMX, UVSA Annual Conference, VMAE Summer Conference, AVMA Economic Summit, NAVC E-Commerce Summit, and the KC Animal Health Corridor Market Insight Seminar.

Secondary research includes information- and data-gathering from business and trade publications, company reports and literature, and information culled from the publisher's extensive pet and vet market research database and report collection. Our analysis of veterinary care customer and pet ownership trends relies in part on cross-tabulations of data compiled by MRI-Simmons, New York, NY, including the Fall 2021 study release.

Chapter 1 Executive Summary

Scope of Report
Report Methodology
Current and Projected Veterinary Sector Revenues
Table 1-1 U.S. Veterinary Sector Revenues: 2019, 2020, 2021, and 2026P (In Billions of Dollars and Percent Change)
Veterinary Revenues by Service and Product Classification
Table 1-2 U.S. Veterinary Sector Revenues by Service and Product Classification, 2021 (In Millions of Dollars)
Veterinary Share of Pet Care Service Revenues
Table 1-3 Veterinary Share of Revenues for Selected Non-Medical Pet Care Services, 2021 (In Millions of Dollars and Share of Total)
Grooming, Insurance Are the Growth Categories
Veterinary Spending Per Customer Household
Figure 1-1 Annual Veterinary Spending Per Customer Household: by Dollar Ranges, 2021 (Percent of Veterinary Service Users)
Share of Veterinary Revenues by Animal Type
Figure 1-2 Veterinary Sector Sales and Share by Animal Type, 2020 (In Billions)
Veterinary Spending: Dogs Vs. Cats
Table 1-4 U.S. Veterinary Sector Revenues by Type of Pet: Dog Vs. Cat Expenditures, 2020 (In Millions of Dollars)
All Roads Lead to Channel Trends
Figure 1-3 Retail Sector Shares (Excluding Veterinary Sector) of U.S. Pet Product Sales, 2021 Vs. 2025P (Percent)
The Retail-Ization of Vet and Pet Care Services
Pet Health Care Digitalization Beyond E-Commerce
Figure 1-4 Sources of Information Most Important to Pet Owners, 2021 (Percent)
Usage Rates for Veterinary Services
Figure 1-5 Usage Rates for Veterinary Services: Dog Vs. Cat Owners, 2011-2021 (Percent)
Reasons and Patterns for Vet Visits
Table 1-5 Selected Reasons for Veterinary Visits: Dog Not Cat Owners Vs. Cat Not Dog Owners, 2022 (Percent)
Table 1-6 Patterns for Number of Annual Visits to Vet: Dog Vs. Cat Owners, 2011 - 2021 (Percent)

Trends and Opportunities

Senior, Overweight Pets
Figure 1-6 Share of Pet Households With Senior Pets Age 7+: Dog Owners Vs. Cat Owners, 2008-2021 (Percent)
Focus on Felines
Competing for Online Pet Medication Sales
Pet Supplements in Age of Pandemic
Playing the Vet Card in Pet Food

Chapter 2 the Veterinary Sector

Chapter Highlights
Pet Industry Context
The Bedrock: Pet Population
Figure 2-1 Topline Ownership Rates for Dogs And/Or Cats, 2007-2021 (Odd-Numbered Years) (Percent of Households)
Figure 2-2 Topline Ownership Base for Dogs And/Or Cats, 2007-2021 (Odd-Numbered Years) (In Thousands of Households)
A Bird’S Eye View of Pet Industry Competition
Figure 2-3 Level of Agreement With the Statement, “I Consider My Dogs/Cats to Be Part of the Family,” 2019 Vs. 2021 (Percent of Dog or Cat Owners)
Figure 2-4 Level of Agreement by Generational Cohort With the Statement, “My Pets Are Important to My Mental Health,” 2021 (Percent of Dog or Cat Owners)
Not Just Omnichannel But Omnimarket
Illustration 2-1 Banfield Pet Hospital Shop
Illustration 2-2 Shop Myvca
Illustration 2-3 Pet Industry Omnimarket

Veterinary Sector Overview

Veterinary Service Operators and Industry Corporatization
Veterinarians Rise to the Covid Occasion
Figure 2-5 Veterinary Customer Attitudes and Behaviors in Early Covid-19 Era, April/May 2020 (Percent of Dog and Cat Owners Who Have Regular Veterinarians)
Figure 2-6 Household Spending Level Changes on Veterinary Services in 2020 (Percent of Current Pet Owners Who’Ve Had Dogs or Cats for 2+ Years)
Local Vets Step Up in Covid Era
Figure 2-7 Types of Veterinary Clinics/Services Used in Last 12 Month by Dog Owners, July 2019 Vs. February 2021 (Percent)
Success of Curbside “Concierge”
Table 2-1 U.S. Veterinary Sector Revenues: 2019, 2020, 2021, and 2026P (In Billions of Dollars and Percent Change)
Veterinary Revenues by Service and Product Classification
Table 2-2 U.S. Veterinary Sector Revenues by Service and Product Classification, 2021 (In Millions of Dollars)

Non-Medical Pet Care Services in Veterinary Sector

Veterinary Share of Pet Care Service Revenues
Table 2-3 Veterinary Share of Revenues for Selected Non-Medical Pet Care Services, 2021 (In Millions of Dollars and Share of Total)
Grooming, Insurance Are the Growth Categories
Note on Pet Insurance Data
Demographics: Non-Medical Pet Care Services and Pet Insurance/Medical Coverage
Figure 2-8A Usage Rates for Pet Services by Type: Dog or Cat Owning Households, 2013 Vs. 2021 (Percent)
Figure 2-8B Usage Rates for Pet Services by Type: Dog But Not Cat Owning Households, 2013 Vs. 2021 (Percent)
Figure 2-8C Usage Rates for Pet Services by Type: Cat But Not Dog Owning Households, 2013 Vs. 2021 (Percent)
Figure 2-8D Usage Rates for Pet Services by Type: Dog and Cat Owning Households, 2013 Vs. 2021 (Percent)
Table 2-4 Topline Usage Rates for Pet Services: by Type of Service and Types of Pets Owned, 2013-2021 (Percent of Pet-Owning Households)
Table 2-5 Customer Demographics: Non-Medical Pet Care Services Vs. Pet Insurance/Medical Coverage, 2021 (Percent, Number, and Index)
Veterinary Spending Per Customer Household
Figure 2-9 Annual Veterinary Spending Per Customer Household: by Dollar Ranges, 2021 (Percent of Veterinary Service Users)
Table 2-6 Share of Veterinary Care Spending in Last 12 Months by Dollar Ranges and Generational Cohort, 2021 (Percent)
Share of Veterinary Revenues by Animal Type
Figure 2-10 Veterinary Sector Sales and Share by Animal Type, 2020 (In Billions)
Veterinary Spending: Dogs Vs. Cats
Table 2-7 U.S. Veterinary Sector Revenues by Type of Pet: Dog Vs. Cat Expenditures, 2020 (In Millions of Dollars)

Channel and Digital Trends

All Roads Lead to Channel Trends
Online Vs. Brick-And-Mortar Shares of Pet Product Sales
Figure 2-11 Retail Sector Shares of U.S. Pet Product Sales, 2021 Vs. 2025P (Percent)
Figure 2-12 Websites Used to Purchase Pet Products Online in the Last 12 Months: Pet Product Shoppers Overall Vs. Those Who Have/Have Not Recently Added Pets in Last 12 Months, February 2021 (Percent of Pet Product Shoppers)
The Retail-Ization of Vet and Pet Care Services
Illustration 2-4 Petsmart Website 2012 Vs. 2022
Internet’S Pet Health Information Role Beyond E-Commerce
Illustration 2-5 Drake Center for Veterinary Care: Online Resources
Pet Health Care Digitalization Beyond E-Commerce
Figure 2-13 Sources of Information Most Important to Pet Owners, 2021 (Percent)
Telemedicine and “Smart” Product Trends

Veterinary Services Customer Patterns

Usage Rates for Veterinary Services
Figure 2-14 Usage Rates for Veterinary Services: Dog Vs. Cat Owners, 2011-2021 (Percent)
Table 2-8A Customer Base for Veterinary Services: Dog Vs. Cat Owners, 2011- 2021 (Percent)
Table 2-8B Customer Base for Veterinary Services: Dog Vs. Cat Owners, 2011-2021 (In Thousands)
Figure 2-15 Veterinary Visits for Routine Check-Ups and Urgent/Emergency Care: Dog Vs. Cat Owners, 2021 (Percent of Dog and Cat Owners)
Reasons for Vet Visits
Table 2-9 Selected Reasons for Veterinary Visits: Dog Not Cat Owners Vs. Cat Not Dog Owners, 2022 (Percent)
Patterns by Number of Veterinary Visits
Table 2-10 Patterns for Number of Annual Visits to Vet: Dog Vs. Cat Owners, 2011 - 2021 (Percent)
Detailed Demographic Tables
Table 2-11 Veterinary Service User Demographics: Owners of Dogs But Not Cats, 2021 (Percentages, Number, and Index With Base = 100)
Table 2-12 Veterinary Service User Demographics: Owners of Cats But Not Dogs, 2021 (Percentages, Number, and Index)

Trends and Opportunities

Illustration 2-6 Petco: “See All Services”
Figure 2-16A Selected Dog Owner Concerns by Generational Cohort, 2021 (Percent)
Figure 2-16B Selected Cat Owner Concerns by Generational Cohort, 2021 (Percent)
Figure 2-17 Levels of Satisfaction With Customer Experience by Generational Cohort, 2021 (Percent)
Figure 2-18 Most Important Sources of Pet Care Information: by Generational Cohort, 2021 (Percent)
Senior, Overweight Pets
Figure 2-19 Share of Pet Households With Senior Pets Age 7+: Dog Owners Vs. Cat Owners, 2008-2021 (Percent)
Focus on Felines
Illustration 2-7 Banfield Pet Hospital: 2020 Youtube Ad With Cat
New Pet Owners
Illustration 2-8 Industry-Wide Focus on Pet Adoption
Figure 2-20 Influencers on Pet Adoption, 2021 (Percent)
Telehealth and Leveraging Technology
Table 2-13 Selected Veterinary Services and Technology Psychographics, 2021 (Percent of Pet Owners)
Illustration 2-9 Banfield’s Vet Chat

Chapter 3 Intersecting Product Markets: Pet Medications

Chapter Highlights
Category Overview
Pet Medication Sales
Table 3-1 U.S. Sales of Pet Medications: 2019, 2020, 2021, and 2026P (In Billions of Dollars and Percent Change)
Market Composition
Prescription Vs. OTC Marketers
Zoetis
Illustration 3-1 Simparica Trio: the First and Only Fda-Approved Product of Its Kind
Merck
Boehringer Ingelheim
Illustration 3-2 the Taste of Nexgard is Still #1 Dog-Preferred
Elanco
Other Pet Medication Leaders
Share of Sales by Channel
Figure 3-1 Share of Pet Medication Sales by Channel: Veterinary Hospital/Clinic, Overall Internet, Brick & Mortar, 2021 Vs. 2026P (Percent)
Figure 3-2 Shopper Share for Rx Flea/Tick/Heartworm Medications: Veterinarians Vs. Online, 2019 Vs. 2021 (Percent of Product Purchasers)
Figure 3-3A Where Shop for Flea Control Products, Fall 2019 - Fall 2021 (Percent of Dog- or Cat-Owning Households)
Figure 3-3B Where Shop for Flea Control Products, Fall 2019 - Fall 2021 (Percent of Flea Control Product Purchasers)
Table 3-2 Where Shop for Flea Control Products, Fall 2019 - Fall 2021 (Percent of Dog- or Cat-Owning Households)
Table 3-3 Cross-Channel Shopping Patterns for Flea Control Products, Fall 2019 Vs. Fall 2021 (Percent of Dog- or Cat-Owning Households)
Demographics: Veterinary Vs. Internet Customers for Flea Control Medications
Table 3-4 Flea Control Product Customer Demographics: Purchasing at Veterinarian Vs. Purchasing Online, 2021 (Percent, Number, and Index)

Trends and Opportunities

Increased Focus on Health and Wellness
Senior Pets
Focus on Felines
Illustration 3-3 Credelio Cat
Omnichannel Marketing
Illustration 3-4 Pet Supplies Plus: Introducing Prescription Fulfillments
Illustration 3-5 Chewy Practice Hub
Combo Products
New Products Fueled by Generics and Patent Expiration
Affordability

Chapter 4 Intersecting Product Markets: Pet Supplements

Chapter Highlights
Category Overview
Pet Supplement Sales
Table 4-1 U.S. Sales of Pet Supplements: 2019, 2020, 2021, and 2026P (In Millions of Dollars and Percent Change)
Veterinary Sector Marketers
Elanco Acquires Bayer’S Animal Health Unit
Swedencare Expands in North America
Veterinary Vs. OTC Among Supplement Brand Leaders
Table 4-2 Selected Pet Supplement Brands Purchased in Past 12 Months, 2020 (Percent of Pet Supplement Purchasers)
Illustration 4-1 Purina Pro Plan Veterinary Supplements: Calming Care Feline Probiotic Supplement
Illustration 4-2 the Anxious Pet Supplement Bars
Illustration 4-3 Vetnique Labs: Created by Vets for Happy Pets
Illustration 4-4 Hempvet Cat Cbd Supplements
Pet Supplement Shares by Channel
Figure 4-1 Pet Supplement Share of Sales by Channel, 2021 (Million Dollars)
Customer Base for Pet Supplements

Chapter 5: Intersecting Product Markets: Veterinary Pet Food

Chapter Highlights
Category Overview
Overall Pet Food Sales
Dog Vs. Cat
Dry Vs. Wet
Figure 5-1 Share of U.S. Retail Dollar Sales of Pet Food by Form: Dry, Wet, Fresh, Semi-Moist, 2021 (Percent)
The Case for Fresh
Illustration 5-1 Freshpet Refrigerated Pet Food
Illustration 5-2 New by Mars: Cesar Fresh Chef
Veterinary Pet Food Marketers
Share of Sales by Channel
Illustration 5-3 Purina Pro Plan Veterinary Diets: Nutrition Delivered Right to Your Door
Figure 5-2 Share of U.S. Retail Dollar Sales of Pet Food: Internet Vs. Brick-And-Mortar, 2020, 2021, and 2025P (Percent)
Growth in Internet Shopping Flattens Other Channel Performance
Figure 5-3 Where Shop for Pet Food Products, Fall 2019 - Fall 2021 (Percent of Pet-Owning Households)
Table 5-1 Where Shop for Pet Food Products, Fall 2019 - Fall 2021 (Percent of Pet-Owning Households)
Cross-Channel Shopping Patterns for Pet Food
Table 5-2 Cross-Channel Shopping Patterns for Pet Food, Fall 2019 Vs. Fall 2021 (Percent of Pet Food Customers)
Customer Base for Veterinary Pet Food
Figure 5-4 Share of Veterinary Hospital/Clinic Customer Base for Pet Food: by Types of Pets Owned, 2021 (Percent of Overall Pet Food Customer Households)
Figure 5-5 Purchasing Rates for Veterinary Pet Food: by Types of Pets Owned, 2016 Vs. 2021 (Number of Customer Households)
Demographics: Veterinary Vs. Internet Customers for Pet Food
Table 5-3 Pet Food Customer Demographics: Purchasing at Veterinarian Vs. Purchasing Online, 2021 (Percent, Number, and Index)

Trends and Opportunities

The Retail Vet Card
Illustration 5-4 Chewy: 172 Hill’S Prescription Diet Skus
The Sales Paradox
The Influencer Irony
Figure 5-6 Sources Influencing Change in Pet Food, 2020 (Percent of Dog and Cat Owners Who Changed Foods in the Past 12 Months)
Figure 5-7 Attitudes Toward Pet Food and Health, 2021 (Percent of Pet Product Shoppers)
The Challenge from Fresh
Illustration 5-5 New Veterinary Support Varieties from Just Food for Dogs: Renal Support and Balanced Remedy
The Swing Back to Science-Based and Veterinary Diets
Meeting the Needs of Senior, Special Needs Pets
Illustration 5-6 Royal Canin Veterinary Diet Satiety Support Weight Management

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