by Shannon Landry
June 3, 2026
New Packaged Facts research suggests that growing vaccine hesitancy and widespread uncertainty about preventive care could create new challenges—and opportunities—for the pet medications market.
Last year, in my blog post What Measles Outbreaks Reveal About the Pet Medications Market, I talked about how declining trust in healthcare institutions and the rise of vaccine skepticism among Americans could have implications for veterinary medicine. At the time, evidence suggested that attitudes toward human vaccines were beginning to spill over into pet healthcare decisions. Just over a year later, new data from Packaged Facts confirms that vaccine hesitancy and broader knowledge gaps about preventive pet healthcare are becoming increasingly important factors shaping demand for pet medications.
Preventive medications are among the most effective tools available for protecting pets from parasites and infectious disease, yet many pet owners appear to lack confidence in their understanding of these products. Packaged Facts' February 2026 Survey of Pet Owners shows that 60% of pet owners agree that they would like to know more about the differences between prescription and over-the-counter parasiticides, and 53% say they would like to know more about heartworm prevention products.
These findings suggest that many pet owners may not fully understand the benefits, risks, and appropriate use of preventive medications. When owners are uncertain about a product category, they may delay purchases, choose lower-cost alternatives, or forego treatment altogether. As veterinary visits continue to face pressure from inflation and changing consumer spending habits, fewer interactions with veterinary professionals may further reduce opportunities for pet owners to receive education about preventive care. For manufacturers and veterinary providers alike, owner education may become increasingly important to sustaining demand for preventive medications.
Perhaps the most striking trend affecting preventive pet healthcare is the growing influence of vaccine hesitancy. A 2023 study from the Boston University School of Public Health found that 53% of pet owners expressed some degree of skepticism about vaccinating their pets, with concerns centered on safety and efficacy. A subsequent 2024 study published in the American Journal of Veterinary Research by Dr. Simon Haeder found a clear relationship between attitudes toward childhood vaccination and attitudes toward pet vaccination. The study classified approximately 22% of dog owners and 26% of cat owners as vaccine hesitant.
What was once largely an academic observation has increasingly become a real-world challenge for veterinary professionals. The issue received national attention in October 2025 when The New York Times published the article "Vaccine Skepticism Comes for Pet Owners, Too." Veterinarian Dr. Kelly McGuire told the newspaper that conversations about vaccines have become significantly more contentious since the COVID-19 pandemic, transforming what was once a routine part of veterinary care into a subject of lengthy debate. Dr. Richard Ford, emeritus professor at North Carolina State University's College of Veterinary Medicine, noted that vaccine skepticism has become a common concern among veterinarians nationwide.
The veterinary profession has taken notice. In January 2026, the American Veterinary Medical Association launched a dedicated resource center to help veterinarians address vaccine hesitancy and communicate effectively with concerned pet owners.
The latest research from Packaged Facts suggests that vaccine skepticism may be fueled as much by uncertainty as outright opposition. Nearly 40% of pet owners reported being unsure about how effective vaccines are at keeping their pets healthy in Packaged Facts’ May 2026 Survey of Pet Owners. A similar share said they are uncertain about vaccine safety. These findings point to a critical distinction. While a minority of owners may actively oppose vaccination, a much larger segment appears to lack confidence in the information available to them. In other words, many pet owners may not be rejecting vaccines outright, they may simply feel insufficiently informed. This outlook is supported by the fact that among pet owners in the same survey, 84% rank staying up to date on their own vaccines is either very or somewhat important to living a healthy lifestyle.
For pet healthcare companies, veterinary practices, and industry organizations, pet owner hesitance represents both a challenge and an opportunity. Clear communication about vaccine safety, effectiveness, and disease prevention could help address owner concerns before they translate into lower vaccination rates.
The combination of vaccine hesitancy, declining trust in medical institutions in general, and limited consumer understanding of preventive healthcare products has important implications for the pet medications market. Preventive care products, such as vaccines, heartworm preventives, flea and tick products, and other parasiticides, depend heavily on consumer education and confidence. As owners increasingly seek information from social media, online communities, and non-veterinary sources, misinformation can spread rapidly and easily influence purchasing decisions. At the same time, the data suggest that many pet owners are actively seeking more information. The strong interest in learning about parasiticides and heartworm prevention indicates an audience that remains open to education from trusted sources.
For industry participants, success may increasingly depend not only on product innovation but also on the ability to communicate scientific evidence clearly, build trust, and reinforce the value of preventive care. As the pet medications market evolves, education may prove to be one of the most effective preventive tools available.
Want to learn more? Check out Packaged Facts’ Pet Medications in the US, 10th Edition, or visit the Packaged Facts Pet Knowledge Center, your resource for in-depth pet market intelligence.
About the blogger: Shannon Landry is the Research Director for Packaged Facts Pet and a veteran pet market research analyst. She regularly presents at pet industry conferences including Petfood Forum, GlobalPETS Forum, the Pet Food Association of Canada’s annual conference, and the National Animal Supplement Council’s annual conference. She also has a bi-monthly column in Pet Food Processing and is a regular contributor to PETS International.
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