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The shape of the economy and consumer spending are indefinitely intertwined. And never is this more clear than during periods of economic uncertainty amid ever-evolving tariff policy. Virtually every industry is impacted by a tumultuous economy, as Americans reconsider their priorities for the short and long term.
Although pets are often considered part of the family, even man’s and woman’s best friend requires financial responsibility–a responsibility that is impacted by the ups and downs of tariffs, job insecurity, policy changes, and more. CivicScience has the most up-to-date insights on how economic uncertainty is impacting how Americans spend on their furry friends.
CivicScience data show 69% of Americans have at least one pet, including 43% with one dog and 32% with one cat. By comparison, just 7% say they have a fish, while 6% have a bird and 5% own a reptile.
The Cost of Pet Care
One of the major challenges facing pet owners in this economy is vet care. Thirty-two percent of respondents said that there was a time in the last six months when they couldn’t take their pet to the vet due to prohibitive costs. Dog owners (36%) are slightly more likely to have struggled than cat owners (34%).
For those seeking a little more peace of mind, pet insurance exists to help bridge the gap between pet needs and owners’ financial responsibilities. However, just 25% of pet owners have pet insurance, with usage higher among cat owners. That said, 17% plan to enroll, suggesting an increased interest in the benefits that pet insurance could provide.
With a sizable percentage of pet owners struggling with vet costs recently in an already uncertain economy, it comes as no surprise that cost is now the number one factor shaping purchases for their pets. ‘Convenience’ has also become a bigger factor since 2023, while ‘healthy choice’ and ‘pet store displays’ have lowered slightly since then.
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Pet owners also have different priorities when it comes to choosing food to buy for their furry friends. Dog owners are more likely to emphasize ‘nutritional value’ and ‘quality ingredients,’ while cat owners are more likely to cite ‘price/affordability’ and ‘preferred brand.’Â
Use this Data: CivicScience clients use real-time data like this to identify changing purchase drivers, uncover conquest opportunities, and adapt messaging that builds loyalty and wins new customers.
The Impact of Tariffs
In terms of broader spending overall, just 34% of pet owners say there is ‘no change to their buying habits’ in light of the potential impact of tariffs. Among cat and dog owners, cat owners are more likely to buy now before prices go up or wait to see if prices increase. Meanwhile, dog owners are delaying their purchases altogether.
With financial pressures mounting, Buy Now, Pay Later (BNPL) is increasingly becoming an option consumers are using to help them manage expenses. One such method is using BNPL for groceries. Twenty-six percent of typical grocery shoppers say they are at least ‘somewhat’ likely to use BNPL to help pay for groceries in the next six months. This jumps to 32% of typical grocery shoppers who own at least one pet, and to 36% among grocery shopping dog and cat owners, respectively.
Where else are consumers likely to shift behavior amid economic uncertainty? See what you missed in our recent live Uncertainty to Action live webinar, hosted by CivicScience Founder and CEO John Dick. Access your exclusive webinar clip here.
Take our Poll: Do you typically buy dog or cat food from big-box stores or specialty pet stores?
The emotional connection between people and their pets may be strong, but that is not enough to exempt pet spending from the realities of the current economy. Whether it’s forgoing vet visits, placing a greater emphasis on price, adjusting spending habits around possible price hikes, or using BNPL for support, pet owners are making pragmatic choices to balance care with cost. Brands and retailers that tailor their offerings, recognizing that pet owners have different priorities depending on their type of pet, such as varying values around food, and provide flexible payment options, can successfully seize share amid the shake-up.
