Data: Pet health moves beyond prevention as anxiety gains market potential

Pet owners remain focused on traditional preventive care, but Bloomberg Intelligence (BI) concludes the pet health market is expanding beyond this, with conditions such as anxiety, kidney disease and cancer presenting new opportunities for innovation. 

The findings are based on the US Pet 2026 Survey, conducted in May 2026 among 1,000 US respondents.

For the first time, the report included anxiety among the conditions affecting pets. It was the most commonly reported condition affecting pets, identified by 19.6% of respondents. 

Obesity was reported by 11.9% of survey takers, followed by osteoarthritis pain (7.7%), atopic dermatitis (5%), kidney disease (3.8%), cancer and heart disease (3.1% each). 

The healthcare landscape

The American market is facing a decline in veterinary visits due to both inflation concerns and normalization of pet adoption rates. 

The BI survey shows that around 17% of dogs and 29% of cats are missing their annual wellness visits, similar to rates from previous years. Additionally, 84% of owners do not provide recommended year-round parasite protection. 

Although veterinary visits are the third-largest expense, medications and insurance are at the bottom of the list, behind food, toys and supplies, and grooming services. 

Elsewhere in the market, the shift toward larger corporate veterinary groups is increasingly influencing the market share and pricing of pet health products. 

Corporate owners negotiate discounts, contract terms and prices with large suppliers, while independent clinics try to replicate these agreements to offer more affordable options to consumers. 

Online is growing, but pet specialty still holds share

Another notable finding in BI’s data is that online shopping leads pet supply spending. Almost a third (31.3%) of respondents said they buy most of their pet supplies via online channels. 

Pet specialty came in second, preferred by more than a quarter (25.4%) of respondents, very close to mass merchants (23.3%). According to BI analysts, the gap “isn’t wide enough” to establish a clear leader.

Consumer expectations are raising the bar for online retailers. According to the survey, discounts or coupons (63%) and free shipping (60%) are the strongest incentives to increase online spending, followed by reliable delivery (37.9%), responsive customer service (30.5%) and the ability to bundle purchases (25.7%).

Online retailers also need to keep prices attractive relative to traditional sellers, as competitive pricing is the third most-common reason for pet owners to opt for these channels, behind free shipping and convenience. 

The nuances

Younger pet owners tell a different story. Among respondents aged 18 to 34, pet specialty is the preferred shopping channel for 31.6%, suggesting that store experience, services and product discovery play a greater role early in pet ownership.

Older consumers show different shopping preferences. Among respondents aged 55 to 64, online is the leading channel (33%), followed by mass merchants (28%), while pet specialty accounts for just 18%. 

The findings suggest that younger owners place greater value on curated assortments, advice and services, whereas older shoppers prioritize convenience, replenishment and value. Income also plays a significant role in channel selection. 

Mass merchants are the preferred choice for 34% of households earning less than $50,000 (€43,700) a year, driven by price transparency, promotions and one-stop shopping. 

By comparison, only 8.8% of households earning more than $150,000 (€131,200) primarily shop through mass retailers. 

Higher income

Higher-income consumers are more likely to make recurring purchases through online retailers such as Amazon and Chewy, while PetSmart and Petco remain the preferred destinations for premium pet care purchases. 

Overall, Amazon is the most popular pet retailer, preferred by 51% of respondents, followed by Chewy (42%), Walmart/Sam’s Club (28%), PetSmart (27%), Petco (24%), Target (11%), grocery store websites (11%) and Costco (10%).

The findings indicate that preventive care remains important, while emerging health needs and changing consumer preferences may create additional areas for growth. Companies that combine innovation with affordability, convenience and personalized solutions will be better positioned to capture these opportunities.