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

Industry Reports, United States

Report Overview

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

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.

Executive Summary $2,463.54
- Scope of Report $323.44
- Report Methodology $323.44
- Current and Projected Veterinary Sector Revenues $323.44
  - Table | U.S. Veterinary Sector Revenues: 2019, 2020, 2021, and 2026P (in billions of dollars and percent cha
- Veterinary Revenues by Service and Product Classification $323.44
  - Table | U.S. Veterinary Sector Revenues by Service and Product Classification, 2021 (in millions of dollars)
- Veterinary Share of Pet Care Service Revenues $323.44
  - Table | Veterinary Share of Revenues for Selected Non-Medical Pet Care Services, 2021 (in millions of dollar
- Grooming, Insurance Are the Growth Categories $323.44
- Veterinary Spending per Customer Household $323.44
- Share of Veterinary Revenues by Animal Type $323.44
- Veterinary Spending: Dogs vs. Cats $323.44
  - Table | U.S. Veterinary Sector Revenues by Type of Pet: Dog vs. Cat Expenditures, 2020 (in millions of dolla
- All Roads Lead to Channel Trends $323.44
- The Retail-ization of Vet and Pet Care Services $323.44
- Pet Health Care Digitalization Beyond E-Commerce $323.44
- Usage Rates for Veterinary Services $323.44
- Reasons and Patterns for Vet Visits $323.44
  - Table | Selected Reasons for Veterinary Visits: Dog not Cat Owners vs. Cat Not Dog Owners, 2022 (percent)
  - Table | Patterns for Number of Annual Visits to Vet: Dog vs. Cat Owners, 2011 – 2021 (percent)
- Trends and Opportunities $942.02
  - Senior, Overweight Pets $323.44
  - Focus on Felines $323.44
  - New Pet Owners $323.44
  - Competing for Online Pet Medication Sales $323.44
  - Pet Supplements in Age of Pandemic $323.44
  - Playing the Vet Card in Pet Food $323.44

The Veterinary Sector $4,528.13
- Chapter Highlights $323.44
- Pet Industry Context $918.15
  - The Bedrock: Pet Population $323.44
  - A Bird's Eye View of Pet Industry Competition $323.44
  - Not Just Omnichannel but Omnimarket $413.40
- Veterinary Sector Overview $764.75
  - Veterinary Service Operators and Industry Corporatization $323.44
  - Veterinarians Rise to the COVID Occasion $323.44
  - Local Vets Step Up in COVID Era $323.44
  - Success of Curbside "Concierge" $323.44
    - Table | U.S. Veterinary Sector Revenues: 2019, 2020, 2021, and 2026P (in billions of dollars and percent cha
  - Veterinary Revenues by Service and Product Classification $323.44
    - Table | U.S. Veterinary Sector Revenues by Service and Product Classification, 2021 (in millions of dollars)
- Non-Medical Pet Care Services in Veterinary Sector $1,120.03
  - Veterinary Share of Pet Care Service Revenues $323.44
    - Table | Veterinary Share of Revenues for Selected Non-Medical Pet Care Services, 2021 (in millions of dollar
  - Grooming, Insurance Are the Growth Categories $323.44
  - Note on Pet Insurance Data $323.44
  - Demographics: Non-Medical Pet Care Services and Pet Insurance/Medical Coverage $577.31
    - Table | Topline Usage Rates for Pet Services: By Type of Service and Types of Pets Owned, 2013–2021 (percent
    - Table | Customer Demographics: Non-Medical Pet Care Services vs. Pet Insurance/Medical Coverage, 2021 (perce
  - Veterinary Spending per Customer Household $323.44
    - Table | Share of Veterinary Care Spending in Last 12 Months by Dollar Ranges and Generational Cohort, 2021 (
  - Share of Veterinary Revenues by Animal Type $323.44
  - Veterinary Spending: Dogs vs. Cats $323.44
    - Table | U.S. Veterinary Sector Revenues by Type of Pet: Dog vs. Cat Expenditures, 2020 (in millions of dolla
- Channel and Digital Trends $1,193.14
  - All Roads Lead to Channel Trends $323.44
  - Online vs. Brick-and-Mortar Shares of Pet Product Sales $333.57
  - The Retail-ization of Vet and Pet Care Services $323.44
  - Internet's Pet Health Information Role Beyond E-Commerce $323.44
  - Pet Health Care Digitalization Beyond E-Commerce $323.44
  - Telemedicine and "Smart" Product Trends $323.44
- Veterinary Services Customer Patterns $1,269.88
  - Usage Rates for Veterinary Services $332.38
    - Table | Customer Base for Veterinary Services: Dog vs. Cat Owners, 2011- 2021 (percent)
    - Table | Customer Base for Veterinary Services: Dog vs. Cat Owners, 2011-2021 (in thousands)
  - Reasons for Vet Visits $323.44
    - Table | Selected Reasons for Veterinary Visits: Dog not Cat Owners vs. Cat Not Dog Owners, 2022 (percent)
  - Patterns by Number of Veterinary Visits $323.44
    - Table | Patterns for Number of Annual Visits to Vet: Dog vs. Cat Owners, 2011 – 2021 (percent)
  - Detailed Demographic Tables $675.12
    - Table | Veterinary Service User Demographics: Owners of Dogs but not Cats, 2021 (percentages, number, and in
    - Table | Veterinary Service User Demographics: Owners of Cats but not Dogs, 2021 (percentages, number, and in
- Trends and Opportunities $1,557.66
  - Senior, Overweight Pets $323.44
  - Focus on Felines $323.44
  - New Pet Owners $323.44
  - Telehealth and Leveraging Technology $323.44
    - Table | Selected Veterinary Services and Technology Psychographics, 2021 (percent of pet owners)

Intersecting Product Markets: Pet Medications $2,826.82
- Chapter Highlights $323.44
- Category Overview $1,721.49
  - Pet Medication Sales $323.44
    - Table | U.S. Sales of Pet Medications: 2019, 2020, 2021, and 2026P (in billions of dollars and percent chang
  - Market Composition $323.44
  - Prescription vs. OTC Marketers $405.21
  - Share of Sales by Channel $752.95
    - Table | Where Shop for Flea Control Products, Fall 2019 – Fall 2021 (percent of dog- or cat-owning household
    - Table | Cross-Channel Shopping Patterns for Flea Control Products, Fall 2019 vs. Fall 2021 (percent of dog-
  - Demographics: Veterinary vs. Internet Customers for Flea Control Medications $323.44
    - Table | Flea Control Product Customer Demographics: Purchasing at Veterinarian vs. Purchasing Online, 2021 (
- Trends and Opportunities $951.92
  - Increased Focus on Health and Wellness $323.44
  - Senior Pets $323.44
  - Focus on Felines $323.44
  - Omnichannel Marketing $323.44
  - Combo Products $323.44
  - New Products Fueled by Generics and Patent Expiration $323.44
  - Affordability $323.44

Intersecting Product Markets: Pet Supplements $1,426.07
- Chapter Highlights $323.44
- Category Overview $1,251.81
  - Pet Supplement Sales $323.44
    - Table | U.S. Sales of Pet Supplements: 2019, 2020, 2021, and 2026P (in millions of dollars and percent chang
  - Veterinary Sector Marketers $391.78
  - Veterinary vs. OTC Among Supplement Brand Leaders $523.83
    - Table | Selected Pet Supplement Brands Purchased in Past 12 Months, 2020 (percent of pet supplement purchase
  - Pet Supplement Shares by Channel $323.44
  - Customer Base for Pet Supplements $323.44

Intersecting Product Markets: Veterinary Pet Food $2,478.72
- Chapter Highlights $323.44
- Category Overview $1,470.11
  - Overall Pet Food Sales $323.44
  - Dog vs. Cat $323.44
  - Dry vs. Wet $323.44
  - The Case for Fresh $323.44
  - Veterinary Pet Food Marketers $323.44
  - Share of Sales by Channel $323.44
  - Growth in Internet Shopping Flattens Other Channel Performance $323.44
    - Table | Where Shop for Pet Food Products, Fall 2019 – Fall 2021 (percent of pet-owning households)
  - Cross-Channel Shopping Patterns for Pet Food $323.44
    - Table | Cross-Channel Shopping Patterns for Pet Food, Fall 2019 vs. Fall 2021 (percent of pet food customers
  - Customer Base for Veterinary Pet Food $323.44
  - Demographics: Veterinary vs. Internet Customers for Pet Food $323.44
    - Table | Pet Food Customer Demographics: Purchasing at Veterinarian vs. Purchasing Online, 2021 (percent, num
- Trends and Opportunities $830.51
  - The Retail Vet Card $323.44
  - The Sales Paradox $323.44
  - The Influencer Irony $323.44
  - The Challenge from Fresh $323.44
  - The Swing Back to Science-Based and Veterinary Diets $323.44
  - Meeting the Needs of Senior, Special Needs Pets $323.44

What's in This Report?

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

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 Packaged Facts, 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 Packaged Facts 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 Packaged Facts’ 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.

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