Bigstock Pet owners continue to protect spending on animal health and wellness despite household economic pressures, according to Elanco Animal Health’s October 2026 U.S. consumer survey. Among 1,495 dog and cat owners surveyed, 93 percent said they maintained or increased pet spending over the previous three months, including 32 percent who increased spending. The same proportion expect to maintain or increase spending over the next year, reportedly consistent with findings from Elanco surveys in February and May. Only seven percent said they would cut pet health spending under economic pressure, compared with 54 percent who would reduce dining out and entertainment expenses. “Our October data reinforces what we see every day across the marketplace: pet health is not a discretionary luxury, but a deeply emotional, non-negotiable commitment,” says Bobby Modi, executive vice president, U.S. Pet Health and Digital Transformation at Elanco. “Even in challenging macroeconomic environments, pet parents consistently prioritize the health, comfort and longevity of their animals. We have seen this in Elanco’s results with strong growing demand for our pet health innovations that continue to build the standard of care, reinforcing our expectations for exceptional resilience for our pet health business.” The findings also reflect the growing importance of pets within households: 87 percent of owners said their pets’ happiness and well-being were as important as their own, while 63 percent considered them more important. Keeping pets healthy and helping them live longer was the leading motivation for pet-related spending. The survey also identified changes in medication purchasing. Thirty-eight percent of owners reported shifting purchases outside veterinary clinics in the past one to two years. While purchases now span veterinary clinics, online pharmacies, and retail outlets, veterinarians’ recommendations remain the leading reason owners switch medications, outweighing discounts and rebates. Future demand also appears strong: 25 percent of current pet owners expect to adopt another pet within the next year. The online survey included 2,018 U.S. adults and was conducted Oct. 16–21, 2026. For more information, visit the Elanco website.
