9 statistics veterinarians should know about the modern pet parent

The expectations of pet parents look very different today than they did even a few years ago. From how they research pet health to how they spend, communicate, and make care decisions, client expectations of veterinary practices have continued to evolve rapidly. As we move into 2026, understanding these shifts is no longer optional—it’ss essential for delivering care that resonates with modern clients while maintaining sustainable growth.

We’ve put together statistics highlighting key behavioral, demographic, and economic trends shaping today’s pet parents, along with practical ways veterinary teams like yours can adapt to meet these changing needs.

1. Pet ownership in the U.S. continues to grow

As of 2025, approximately 94 million U.S. households own at least one pet—a meaningful increase from earlier in the decade. Dogs remain the most common companion animal at about 68 million households, followed by cats at 49 million.¹

Tip: Use this growth to justify expanded services and staffing in your practice. More pets generates more routine care, diagnostics, emergency services, and client education opportunities.

2. Younger generations drive pet ownership trends

Millennials still make up the largest segment of pet owners, but Gen Z is the fastest-growing demographic, now accounting for about 20% of pet-owning households. Within that group, 70% have two or more pets, showing a strong trend toward multi-pet homes.¹

Tip: Tailor marketing and communication strategies for digital-first, mobile-centered generations like Millennials and Gen Z. This includes social media engagement, mobile app reminders, and personalized wellness plans that appeal to people with multiple pets.

3. The human-animal bond is stronger than ever

Surveys indicate that virtually all pet owners regard their pets as family members,² influencing how they make care decisions and spend on their pets. While specific percentages vary by study, the widespread trend shows pets are viewed as emotional and social companions.

Tip: Recognize the depth of emotional attachment when discussing preventative care plans, treatment options, and costs. Get tips on how to talk to pets about pet insurance and other financial resources. Offering empathetic, value-focused communication strengthens loyalty and improves compliance.

4. Digital information searching is a default behavior

More than 75% of pet owners use the internet to research pet health information before or after contacting a clinic, often turning to Google, social media, or online forums first.³

Tip: Establish a strong online presence with accurate, veterinarian-vetted content on common health topics. Use your custom veterinary website, blog, and social media channels to educate your community and position your clinic as the trusted authority.

5. A large proportion of pet owners are interested in non-traditional care options

Recent polling shows about 40% of pet owners would be interested in telemedicine, community clinics, or in-home veterinary visits if available—especially younger owners and those who find traditional care less accessible.⁴

Tip: Evaluate opportunities to expand telehealth or mobile care services. Shared triage tools, remote check-ins, and periodic community events can broaden your reach and reduce barriers to care.

6. Veterinary care spending is rising

In 2025, U.S. pet industry spending reached approximately $157 billion, with $41+ billion allocated to veterinary care and products—reflecting consistent annual growth.⁵

Tip: Leverage this trend to expand preventive care offerings, diagnostics, nutrition counseling, and elective services. Offering bundled care packages or wellness plans can tap into rising client investment in their pets.

7. Online purchasing dominates pet product behavior

While exact figures vary by source and product category, online shopping continues to grow rapidly. Studies show more pet owners are shopping online for pet food and supplies due to convenience and mobile-centric consumer habits.⁶

Tip: Integrate or partner with an online pharmacy and product fulfillment service. This makes prescriptions, diet food, and medical supplies easier to order and reinforces your clinic as a trusted care hub. Offer clients a mobile app to make it easy to manage their pets’ prescriptions.

8. Pet owners are selective about veterinary costs and services

Trends show a growing number of owners (37%) have declined or delayed veterinary care recommendations, often citing cost or convenience barriers, despite their strong emotional attachment to pets.⁷

Tip: Improve client communication around the value of preventative care. Consider flexible payment options, wellness plans, or education campaigns that align with how owners budget for care.

9. Pet travel, integration, and lifestyle matter to owners⁸

Pet travel, workplaces that accommodate pets, and specialized services reflect how deeply pets are integrated into their owners’ lives. This trend highlights not just ownership growth but lifestyle integration.

Tip: Be proactive about travel and lifestyle consultations. Offer travel health certificates, vaccinations timed ahead of peak travel seasons, and behavior/training referrals to support pets in everyday contexts.

Today’s clients are digitally fluent, deeply emotionally invested, and increasingly selective about where and how they spend on their pets’ health.  Practices that succeed in 2026 and beyond will be those that adapt thoughtfully—embracing modern communication tools, expanding access to care, and clearly articulating the value of preventative medicine.

Rather than implementing sweeping changes all at once, incremental adjustments informed by these data points can help practices meet evolving expectations, while strengthening long-term client relationships and patient outcomes.

¹ American Pet Products Association (APPA)

² Forbes

³ dvm360

⁴ Gallup

⁵ PetDesk

⁶ NIQ

⁷ FWD

⁸ Investopedia