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The U.S. Market for Pet Medications: Prescription and Over-the-Counter Remedies as Consumer Products


Attention: There is an updated edition available for this report.

At the center of robust global animal health product growth, the U.S. market for pet medications is going gangbusters, with continued double-digit sales gains predicted for the foreseeable future as all of the world’s largest pharmaceutical companies move full-force into the segment, adapting human technologies and developing pet-specific ones. Also driving market growth are the aging pet population and rising rates of pet overweight/obesity, spurring the need for new product types. Although antiparasitics (flea/tick products and heartworm remedies) remain at the core of the market—Merial’s Frontline (fipronil) achieved “blockbuster” billion-dollar status in 2007, and Bayer’s Advantage is also going strong—companies are now branching out with new consumer-targeted pet medications, such as Pfizer’s Slentrol for weight-loss and Eli Lilly’s Reconcile for separation anxiety.

Bringing in broad pet market perspective based on more than a dozen other pet market reports, along with a unique “cross-market” focus examining trends in both the veterinary (pharmaceutical) and retail (OTC) sectors, this all-new report from Packaged Facts analyzes the market for medications for dogs and cats, with a particular focus on products marketed directly to consumers. Areas covered include parasite prevention and control (flea, tick, heartworm, etc.), pain management (focusing on non-steroidal anti-inflammatory drugs), mood disorders, overweight/obesity, cognitive dysfunction and oral care. Top U.S. marketers profiled include all of the largest pharmaceutical companies (Pfizer, Intervet-Schering, Bayer, Fort Dodge, Novartis, etc.) as well as the top marketers of retail pet health lines (Central Garden & Pet, Hartz, Sergeant’s).

Other high-interest areas examined in this report—all from the perspective of their potential impact on future market performance—include product diversion outside the veterinary channel, growth of online retailing via outfits including PetMed Express, the effects of the 2008 economic crisis, and the possibility of ethical brands’ moving officially into retail channels. Retail sales are quantified and projected forward through 2012, while the retail performance of pet medication marketers and brands is evaluated using Information Resources, Inc. InfoScan Review data. In addition, uniquely cross-tabulated consumer survey data from Simmons Market Research Bureau provides penetrating insight into pet medication consumer usage rates, demographics and psychographics.


  • Executive Summary
    • Scope and Methodology
      • Market Definition
      • Report Methodology
    • The Market
      • Animal Health Products a Massive Global Market
        • Table Share of Global Animal Health Sales: Production Animal vs. Companion Animal, 2003, 2007 and 2012 (percent)
      • U.S. Pet Medications Market Posting Healthy Retail Sales
      • Market Drivers
    • Marketing Trends
      • Marketer Classifications: Pharmaceutical vs. Retail
      • Top Global Pharmaceutical Marketers Lead U.S. Market
      • Leading Retail Marketers
      • Priority No. 1: Building Consumer Brands
      • Antiparasitics: The Consumer Pet Medication Core
      • Veterinary Brands Rule the Roost
      • Top Retail Brands in Mass and Pet Specialty Channels
      • Developing Market Segments
      • Retail Pet Medications
    • Consumer Trends
      • Half of Households Keep Dogs or Cats
      • 71% of Dog or Cat Owners Use Pet Meds
        • Table Percent of Dog or Cat Owners Who Purchase Pet Medications, 2008 (U.S. dogor cat-owning households)
      • 55% Use Spot-On Flea Prevention
      • Frontline Tops Hartz as Most Popular Flea/Tick Brand Line
      • Southeast, Southwest Strongest for Spot-On Flea Medications
  • Highlights
  • The Market
    • Market Size and Composition
      • Animal Health Products a Massive Global Market
        • Table Global Sales of Animal Health Products at the Manufacturers Level: 2003 vs. 2007 (in billions of dollars)
      • Sales Shifting Toward Companion Animals
        • Table Share of Global Animal Health Sales: Production Animal vs. Companion Animal, 2003, 2007 and 2012 (percent)
      • U.S. Pet Medications Market Posting Healthy Retail Sales
        • Table U.S. Retail Sales of Pet Medications: 2003 vs. 2007 (in billions of dollars)
      • Consumer Usage Rates of Pet Medications
        • Table Percentage of Dogs and Cats Given Medication and/or Drugs: 2000-2006 (percent)
        • Table Types of Medication/Drugs Given to Dogs and Percentage Obtaining from Veterinarian, 2006 (percent of dog owners)
        • Table Types of Medication/Drugs Given to Cats and Percentage Obtaining from Veterinarian, 2006 (percent of cat owners)
      • Percentage of Pet Medication Users Procuring Though Veterinarians
      • Dog and Cat Health Product Share of Independent Pet Specialty Retailer Sales
        • Table Share of Independent Pet Store Dog Product Sales by Category, 2005-2007 (percent)
        • Table Share of Independent Pet Store Cat Product Sales by Category, 2005-2007 (percent)
    • Market Outlook
      • Focus on Health a Key Driver Across All Pet Market Segments
        • Table Distribution of $25.3 Billion U.S. Pet Healthcare Market, 2007 (percent)
      • Aging Pet Population Underpins Healthcare Boom
        • Table Percentage of Dogs and Cats Age 6 and Over: 1996 vs. 2006 (percent)
      • Humanization a Three-Pronged Force
        • Table Mean Number of Veterinary Visits by Human-Animal Bond Among Dog and Cat Households, 2006
        • Table Mean Veterinary Expenditures by Human-Animal Bond Among Dog and Cat Households, 2006 (in dollars)
      • Premium Demographics Willing and Able to Spend
        • Table Share of Total U.S. Pet Market Expenditures: $70K+ vs. Under $70K Income Brackets: 1996, 2001 and 2006 (percent)
        • Table $70K+ Income Bracket Share of U.S Pet Supplies and Veterinary Services Expenditures, 1996-2006 (percent)
      • Number of Dog and Cat Households on the Ups
        • Table Household Penetration Rates for Selected Dogor Cat-Owning Classifications, 2003 vs. 2008 (percent of U.S. dogor cat-owning households)
      • Rising Rates of Pet Overweight, Obesity
      • The Veterinary Factor
        • Table Most Important Factor in Dog and Cat Flea/Tick Product Selection, 2006 (percent of dog and cat owners)
        • Table Caring for a Pet's Health: Veterinarian Visits, Expenses and Services Received, 2006 (number, percent and dollars)
        • Table Average Annual Consumer Expenditures on Veterinary Services, 1996-2006 (in dollars)
      • Ethical Product Diversion and Veterinarian Discontent
      • Pet Insurance Boom a Good Sign for Pet Medications
      • Competition from Pet Supplements
        • Table U.S. Retail Sales of Pet Supplements and Nutraceutical Treats, 2003, 2007 and 2012 (in millions of dollars)
        • Table U.S. Retail Sales of Natural Pet Products, 2003, 2007 and 2012 (in millions of dollars)
      • Impact of U.S. Economic Downturn
        • Table Percentage of Adults with Little or No Confidence in Short-Term Prospects for the Economy, April 2003-April 2008 (U.S. adults)
        • Table Percentage of Adults Who Are More Practical or Realistic in Their Purchases, Month Over Month: October 2007-April 2008 (U.S. adults)
      • Risk and Criticism
      • Looking Ahead
        • Table Projected U.S. Retail Sales of Pet Medications: 2007 vs. 2012 (in billions of dollars)
  • Highlights
  • Marketing Trends
    • Competitive Overview
      • Marketer Classifications: Pharmaceutical vs. Retail
      • Top Global Pharmaceutical Marketers Lead U.S. Market
        • Table Global Animal Health Sales of Top U.S. Marketers of Pet Medications, 2005-2007 (in millions of dollars)
      • Leading Retail Marketers
      • Priority No. 1: Building Consumer Brands
      • Pharmaceutical Companies Also Market to/Through Vets
      • The Problem of Product Diversion
      • The Internet Effect
        • Table Use/Influence of the Internet: Adults Overall vs. Dog or Cat Owners, 2007 (percent of U.S. adults overall vs. dog or cat owners)
      • PetMed Express, Inc.
        • Table PetMed Express Sales, 2004-2008 (in millions of dollars)
        • Table Share of PetMed Express Sales by Category, 2006-2008 (percent)
        • Table Selected Leading Pharmaceutical Marketers and Brands of Pet Medications: Product Type and Generic Drug Name, 2008
        • Table Selected Leading Pharmaceutical Marketers and Brands of Pet Medications: Status, Form, Animal Type and Description, 2008
        • Table Selected Leading Retail Marketers and Brands of Pet Medications, 2008
        • Table Selected Leading Third-Party E-tailers of Pet Medications, 2008
    • Focus on Antiparasitics
      • Overview: The Consumer Pet Medication Core
      • Veterinary Brands Rule the Roost
      • Three Drug Companies Enter Market in 2007
      • "Prescription" Appeal
        • Table National Consumer Advertising Spending for Frontline and K9 Advantix, 2006 and 2007 (in millions of dollars)
      • New Ethical Products Focus on Anti-Diversion
      • Bayer Launches Prescription Version of Advantage
      • Top Retail Brands Inhabit Mass and Pet Specialty Channels
      • Central Garden & Pet Brands Lead Pet Specialty Channel
        • Table Top Marketers of Flea/Tick Products in Pet Specialty Retailers, 2006 and 2007 (percent)
      • Hartz and Sergeant's Brands Lead in Mass-Market Channels
        • Table IRI-Tracked Sales of Pet Medications & Related Pet Healthcare Products, 2007 vs. 2008 (in millions of dollars)
        • Table IRI-Tracked Sales of Pet Medications and Related Pet Healthcare Products, 2003-2007 (in millions of dollars)
      • Hartz Phases Out Advanced Care Spots-Ons
      • Hartz and Sergeant's Launch Pet Specialty Lines
      • OTC Brands Take on Ethical
      • Channel Cross-Over and Exclusivity
      • Consumer Marketing Trends and Themes
    • Focus on Developing Market Segments
      • Pain Management and NSAIDs
      • Mood Disorders
      • Obesity/Overweight and Diabetes
      • Cognitive Dysfunction
      • Oral Care
      • Retail Pet Medications
  • Highlights
  • Company Profiles
    • Bayer Animal Health
      • Overview
      • Advantage Key to Segment Sales
        • Table Bayer Consumer Health Segment Sales by Division: 2006 vs. 2007 (in millions of dollars)
      • Bayer Launches Animal Health MBA Education Program
      • Bayer AG Corporate Overview
    • Central Garden & Pet
      • A Top Multi-Category Pet Market Player
      • CG&P Acquires Farnam
      • Central Life Sciences Fields Important Proprietary Molecules
    • Elanco Animal Health (Eli Lilly and Company)
      • Overview
      • Company Launches New Companion Animal Group
      • Eli Lilly and Company
        • Table Eli Lilly and Company Sales, 2005-2007 (in millions of dollars)
    • Fort Dodge Animal Health
      • Overview
      • Companion Animal Sales Growing
        • Table Fort Dodge Animal Health Sales by Segment, 2004-2007 (in millions of dollars)
      • Wyeth Corporate Background
        • Table Wyeth Sales by Division, 2004-2007 (in millions of dollars)
    • Hartz Mountain Corp.
      • A Top U.S. Pet Care Brand
        • Table IRI-Tracked Sales and Market Share of Hartz Mountain Pet Supplies, 2003-2007 (in millions of dollars)
      • Disappointing Returns
      • Looking Abroad
    • Intervet-Schering-Plough Animal Health
      • Schering-Plough Acquires Intervet
      • Schering-Plough Corporate Overview
        • Table Schering-Plough Sales by Division, 2005-2008 (in millions of dollars)
    • Merial Limited
      • Company Structure and Sales
        • Table Merial Limited Global Sales, 2005-2007 (in millions of dollars)
      • Companion Animal Product Types and Brands
      • A Joint Venture
    • Novartis Animal Health
      • Overview
      • Novartis AG Corporate Background
        • Table Novartis Group Sales Growth, 2003-2007 (in millions of dollars)
    • Pfizer Animal Health
      • Overview
      • Revolution, Rimadyl Lead Companion Animal Sales
        • Table Pfizer Animal Health Sales by Animal Type, 2005-2007 (in millions of dollars)
      • Pfizer Corporate Overview
        • Table Pfizer, Inc. Sales by Division, 2005-2007 (in millions of dollars)
    • Sergeant's Pet Care, Inc.
      • Overview
        • Table IRI-Tracked Sales and Market Share of Sergeant's Pet Care, 2003-2007 (in millions of dollars)
      • Bulking Up Through Acquisitions
      • Focusing on Flea and Tick
      • Sergeant's Expands "Look at the Label" Educational Campaign
  • Highlights
  • Consumer Trends
    • Overview of Pet Owners
      • Notes on Simmons Data
      • Half of Households Keep Dogs or Cats
        • Table Household Ownership Rates for Selected Dogor Cat Owning Classifications, 2008 (percent and number of U.S. dogor cat-owning households)
      • Ownership Rates Edge Up
        • Table Household Penetration Rates for Selected Dogor Cat-Owning Classifications, 2003 vs. 2008 (percent of U.S. dogor cat-owning households)
      • Retail Shopping Patterns for Pet Products
        • Table Retail Shopping Patterns for Pet Products, 2008 (percent and number (000) of U.S. dogor cat-owning households)
      • Pet Owners on the Web
      • Shopping Psychographics
        • Table Use/Influence of the Internet: Adults Overall vs. Dog or Cat Owners, 2007 (percent of U.S. adults overall vs. dog or cat owners)
        • Table Use/Influence of the Internet: Adults Overall vs. Dog or Cat Owners, 2007 (index for U.S. dog or cat owners)
        • Table Dog or Cat Owners as Consumers: Selected Shopping Psychographics, 2008 (percent and index for U.S. dog or cat owners)
        • Table Dog or Cat Owners as Consumers: Selected Media & Marketing Psychographics, 2008 (percent and index for U.S. dog or cat owners)
        • Table Dog or Cat Owners as Consumers: Selected "Green" Psychographics, 2008 (percent and index for U.S. dog or cat owners)
      • Pet Owner Demographics
        • Table Dog Ownership Rates by Household Income Bracket, 2008 (percent of U.S. dog-owning households)
        • Table Dog or Cat Ownership Rates by Age Bracket, 2003 vs. 2008 (percent of U.S. dogor cat-owning households)
        • Table Demographics for Dog or Cat Ownership, 2008 (percent, number, and index among U.S. dogor cat-owning households)
        • Table Demographics for Dog Ownership, 2008 (percent, number, and index among U.S. dog-owning households)
        • Table Demographics for Cat Ownership, 2008 (percent, number, and index among U.S. cat-owning households)
    • Purchasing Rates for Pet Medications
      • 71% of Dog or Cat Owners Use Pet Meds
        • Table Percent of Dog or Cat Owners Who Purchase Pet Medications, 2008 (U.S. dogor cat-owning households)
        • Table Number of Dog or Cat Owners Who Purchase Pet Medications, 2008 (U.S. dogor cat-only households in thousands)
      • Usage Up Across the Board
        • Table Percent of Dog or Cat Owners Who Purchase Pet Medications, 2003 vs. 2008 (U.S. dogor cat-owning households)
        • Table Percent of Dog or Cat Owners Who Purchase Pet Medications, 2003 vs. 2008 (U.S. households owning dogs only or cats only)
      • 55% Use Spot-On Flea Prevention
        • Table Percent of Dog or Cat Owners Who Purchase Flea/Tick Products by Type, 2008 (U.S. dogor cat-owning households)
      • Frontline Tops Hartz as Most Popular Flea/Tick Brand Line
        • Table Usage Rates for Selected Flea Prevention or Treatment Brand Lines/Marketer (Product Range), 2003 vs. 2008 (percent of U.S. dogor cat-owning households)
        • Table Percent of Dog and Cat Owners Obtaining Heartworm and Flea Medications from Veterinarians: Dog vs. Cat Products, 2006 (U.S. dog or cat owners)
    • Pet Med Psychographics
      • Alternative Streak Among Cat Owners
      • Store Brands Over $$$ Brands
        • Table Selected Healthcare Psychographics for Pet Owners and Pet Med Buyers, 2008 (percent for U.S. adults overall, dog or cat owners, and pet medication buyers)
        • Table Selected Healthcare Psychographics for Pet Owners and Pet Buyers, 2008 (index for U.S. dog or cat owners and pet medication buyers)
        • Table Levels of Agreement or Disagreement With Statement, OTC Store Brands Work Just Like Advertised Brands: Selected Brand Lines and Product Types, 2008 (percent of U.S. adults overall vs. dog or cat owners and pet medication purchasers)
        • Table Levels of Agreement or Disagreement With Statement, Most Expensive Medications Are Usually the Best: Selected Brand Lines and Product Types, 2008 (percent of U.S. adults overall vs. dog or cat owners and pet medication purchasers)
    • Pet Med Demographics
      • Southeast, Southwest Strongest for Spot-On Flea Medications
      • Distinct Demographics for Frontline
        • Table Top Demographic Indicators for Use of Frontline Spot-On Flea Medication, 2008 (percent and index of U.S. dogor cat-owning households)
        • Table Top Demographic Indicators for Use of Hartz Flea Products, 2008 (percent and index of U.S. dogor cat-owning households)
      • Demographics for Heartworm Products: Dog vs. Cat Owners
        • Table Usage Rates for Dog or Cat Heartworm Medications by Age Bracket of Pet Owner, 2008 (percent and index for U.S. dog and cat owners)
        • Table Demographics for Use of Spot-On Flea Medications for Dogs or Cats, 2008 (percent, number, and index among U.S. dogor cat-owning households)
        • Table Demographics for Use of Heartworm Medications for Dogs, 2008 (percent, number, and index among U.S. dog-owning households)
        • Table Demographics for Use of Heartworm Medications for Cats, 2008 (percent, number, and index among U.S. cat-owning households)
  • Addresses of Selected Marketers

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