October Consumer Research Confirms Pet Health Remains Non-Negotiable Household Priority
Among surveyed pet owners, 38% said they had shifted pet medication purchases outside veterinary clinics in the past year or two.
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Rhea-AI Summary
Elanco Animal Health (NYSE: ELAN) released consumer research showing 93% of surveyed pet owners maintained or increased pet spending over the past three months. The survey covered 2,018 U.S. consumers, including 1,495 dog and cat owners, and was conducted in mid-October 2026.
Among pet owners surveyed, 32% reported increased spending over the past three months, while 93% expected to maintain or increase spending in the year ahead. Just 7% of surveyed consumers would cut pet health spending under economic pressure, compared with 54% for dining out and entertainment. Across all consumers surveyed, 21% expected to add a pet in the year ahead.
News Explained
The release adds a survey finding on purchasing channels: 38% of pet owners said they had shifted pet medication purchases outside clinics, while clinics remained the largest listed channel at 37%; these are survey results, not Elanco sales.
Key Figures
- Survey sample
- 2,018 U.S. consumers, including 1,495 dog and cat owners
- National omnibus survey fielded in mid-October 2026
- Maintained or increased pet spending
- 93%
- Pet owners surveyed; past three months
- Increased pet spending
- 32%
- Pet owners surveyed; past three months
- Expected to maintain or increase spending
- 93%
- Pet owners surveyed; year ahead
- Would cut pet health spending
- 7%
- Surveyed consumers under economic pressure
- Shifted medication purchases outside clinics
- 38%
- Pet owners surveyed; in the past year or two
- Expect to add a pet
- 21%
- All consumers surveyed; year ahead
- Expect to adopt another pet
- 25%
- Current pet owners; next year
Historical Context
-
Reported 9% first-half organic constant-currency revenue growth in U.S. and International Pet Health.
24h Move is the share-price change in the day after each event; other market factors may also have contributed.
AI-generated analysis. How Rhea-AI works. Not financial advice.
Latest
According to the national omnibus survey of 2,018
- Pet Health Remains a Protected Household Priority: Despite broader macro pressures,
93% of pet owners surveyed maintained or increased pet spending over the past three months.
- Increasing Pet Spend Expected:
32% of pet owners surveyed said they increased spend on their pets in the past three months, while93% expect to maintain or increase spending in the year ahead, remarkably consistent with earlier Elanco surveys in February (93% ) and May (91% ). - Pet Health is the Last Place Consumers Cut: Just 7 percent of surveyed consumers would cut pet health spending under economic pressure, far below dining out and entertainment (54 percent), travel (44 percent), and digital subscriptions (33 percent).
- Deepening Humanization and Healthspan Mindset:
87% of surveyed pet owners affirm their pet's happiness and wellbeing is as important as their own, with nearly two-thirds (63% ) saying it is more important. The primary motivations driving spend: keeping pets healthy and living longer (65% ), seeing them happy and comfortable (59% ), and treating them as family members (54% ).
"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," said Bobby Modi, Executive Vice President,
Vet Visit Volume and Medication Spend Decoupling
The October study also provides critical clarity on how pet owners access care and purchase medications, confirming that changing consumer habits are expanding access points while still relying on the veterinarian as the ultimate trusted authority.
In the survey,
Respondents report pet medication purchases are now distributed across diverse channels:
- in-person veterinary clinics (
37% ), - home-delivery through veterinarian's online pharmacy (
17% ), - online pet specialty pharmacies (
31% ), - mass retail/grocery (
28% ), - physical pet specialty retail (
27% ), - general e-commerce (
25% ).
Discounts Don't Drive Pet Owner Switching
Yet, a doctor's recommendation is the #1 reason a pet owner would switch medications, outweighing one-time discounts or rebates (
"As consumer purchasing habits evolve toward omnichannel convenience – spanning vet clinics, retail shelves, and vet home delivery – Elanco's broad omnichannel portfolio is purpose-built to meet pet owners wherever and however they choose to shop," added Modi. "Importantly, vet visits are no longer a leading economic indicator for pet spend."
Future Pet Demand
Finally, the survey indicated future pet demand is strong. Across all consumers surveyed,
About the Survey
The Elanco Pet Health Trends Omnibus survey was conducted online between October 16 and October 21, 2026, among a nationally representative sample of 2,018
ABOUT ELANCO
Elanco Animal Health Incorporated (NYSE: ELAN) is a global leader in animal health dedicated to innovating and delivering products and services to prevent and treat disease in farm animals and pets, creating value for farmers, pet owners, veterinarians, stakeholders and society as a whole. With 70 years of animal health heritage, we are committed to breaking boundaries and going beyond to help our customers improve the health of animals in their care, while also making a meaningful impact on our local and global communities. At Elanco, we are driven by our vision of Food and Companionship Enriching Life and our purpose – all to Go Beyond for Animals, Customers, Society and Our People. Learn more at www.elanco.com.
CAUTIONARY STATEMENT REGARDING FORWARD-LOOKING STATEMENTS
This press release contains forward-looking statements within the meaning of the federal securities laws, including, without limitation, statements concerning our expectations regarding our industry, operations, performance and financial condition, including expected consumer trends, market dynamics, competitive landscape and industry growth. Forward-looking statements are based on our current expectations and assumptions regarding our business, the economy and other future conditions. Because forward-looking statements relate to the future, by their nature, they are subject to inherent uncertainties, risks and changes in circumstances that are difficult to predict. As a result, our actual results may differ materially from those contemplated by the forward-looking statements. Important risk factors that could cause actual results to differ materially from those in the forward-looking statements include regional, national or global political, economic, business, competitive, market and regulatory conditions, and additional factors that could cause actual results to differ materially from forward-looking statements described in the company's latest Form 10-K and Form 10-Qs filed with the Securities and Exchange Commission. We caution you against relying on any forward-looking statements, which should also be read in conjunction with the other cautionary statements that are included elsewhere in this press release. Any forward-looking statement made by us in this press release speaks only as of the date thereof. We undertake no obligation to publicly update or to revise any forward-looking statement, whether as a result of new information, future developments or otherwise, except as may be required by law.
Investor Contact: Tiffany Kanaga (765) 740-0314 tiffany.kanaga@elancoah.com
Media Contact: Colleen Dekker (317) 989-7011 colleen.dekker@elancoah.com
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SOURCE Elanco Animal Health
FAQ
AI-generated questions and answers. How Rhea-AI works. Not financial advice.
What did Elanco's October 2026 survey show about pet spending?
93% of surveyed pet owners maintained or increased pet spending over the past three months, and 93% expected to maintain or increase spending in the year ahead. The share expecting to maintain or increase spending compared with 93% in Elanco's February survey and 91% in May.
Where are pet owners buying medications in Elanco's October 2026 survey?
Reported purchasing channels included in-person veterinary clinics at 37%, online pet specialty pharmacies at 31%, mass retail/grocery at 28%, physical pet specialty retail at 27%, general e-commerce at 25%, and home delivery through a veterinarian's online pharmacy at 17%.