Something has shifted in how Americans think about their pets, and the data is finally catching up to what veterinary professionals have been experiencing in the exam room for years.

Two new consumer surveys, released this month by Rover and Elanco Animal Health, put hard numbers on a trend that has been building quietly: pet owners are not cutting back on animal care, even when they are cutting back on almost everything else. For the people of vet med, that is meaningful news.

The Numbers Are Striking

Rover's seventh annual Cost of Pet Parenthood Report, drawn from 1,000 U.S. pet owners, found that 92% say their pet adds the most value to their life despite the financial cost. More telling: 56% said pet food, supplies, and veterinary care would be the last expenses they would reduce if forced to tighten their budget. Before they cut vet care, they are cutting dining out (48%), discretionary shopping (39%), and delaying major purchases (27%).

Elanco's survey of 1,409 U.S. pet owners reinforces the same picture. 91% of respondents have maintained or increased spending on pet health and wellness in recent years, with 38% actively spending more. Looking ahead, 90% expect their spending to hold steady or increase over the next year. And 95% say pet health and wellness is a priority they would not cut, even under economic pressure.

"Pets are not a discretionary expense, they are family," said Phil Tedeschi, a member of Rover's Pet People Panel. That framing is not new to anyone who works in veterinary medicine. But seeing it in survey data across thousands of households is significant.

What This Means for Access to Care

Here is the tension underneath those numbers: pet owners are committed, but access is still a real barrier.

While 95% say they will not cut pet health spending, the same Rover data shows that 38% would need to take on debt to cover an emergency veterinary expense. Only 10% have a dedicated savings fund for pet costs. That gap between intention and financial readiness is where pets fall through the cracks, not because their owners do not care, but because the traditional model of care (drive to a clinic, wait, pay at checkout) does not always fit the reality of people's lives or budgets.

This is exactly the problem that at-home veterinary care models are built to address. When care comes to the pet, in a familiar environment, the experience is less stressful for the animal and often more accessible for the family. For seniors with mobility challenges, for pet parents in areas with long clinic wait times, for households where a clinic visit is a logistical stretch, bringing care home removes a meaningful barrier.

The Opportunity for Practices and Caregivers

The surveys also signal something for the profession itself: demand for pet health services is durable. Even in an uncertain economy, practices that make care accessible and convenient are well-positioned. Pet owners are not looking for reasons to skip appointments. They are looking for ways to make them work.

For caregivers and vet techs considering mobile and at-home work, this data matters too. The families you would serve are motivated, committed, and increasingly seeking care options that fit their lives. The market for in-home vet tech visits is not a niche. It is meeting a genuine and growing need.

What this means for practices and pet care professionals:

  • Convenience is a care gap, not a luxury. Removing friction from the care experience keeps committed pet owners connected to the health system.
  • Financial barriers are real, even among committed owners. Transparent pricing, payment options, and flexible care models reduce the gap between intention and action.
  • At-home care expands access for the 38% who would struggle with an unexpected clinic bill, not by replacing clinic care, but by keeping pets healthier between visits.

Bring Care to the Pets Who Need It

If you are a pet parent looking for vet tech care that comes to you, Homelove connects you with trained, credentialed vet techs for at-home visits: wellness checks, preventive care, and more, on your schedule.

If you are a practice interested in extending your reach through in-home services, learn how Homelove works for practices.

Homelove: at-home vet tech visits that pets love.

Sources: "Pet Owners Prioritize Pet Care Amid Economic Uncertainty," Jenny Alonge, DVM, Today's Veterinary Business, June 12, 2026.