U.S. — 52% of U.S. pet owners skipped needed veterinary care in the past year, according to a 2025 PetSmart Charities-Gallup State of Pet Care study. Of those who declined or skipped a veterinarian's recommendation, 14% reported their pet's condition worsened or the pet died.

The study also found that 71% of pet owners who did not pursue veterinary care cited cost as the reason. Additionally, 30% of pet owners stated they personally knew someone whose pet died in the past five years because the family could not afford treatment. Veterinary care prices have increased by more than 60% since 2014, according to Gallup data.

A 2026 report from Rover's Cost of Dog Parenthood found that 38% of pet parents could not cover an emergency veterinary visit without incurring debt. Rover estimates the lifetime cost of a medium-sized dog ranges between $35,415 and $43,285. Rover projects dog-care costs could increase by 15% in 2026, and 83% of respondents to a Rover survey reported their pet-related costs rose over the past year.

Routine care for one dog or cat, which includes food, checkups, grooming, and supplies, averages $4,272 annually, according to Healthy Paws research. A Healthy Paws Pet Insurance study found 76% of pet owners would decline a veterinarian's recommended treatment if it exceeded a certain price. For one-third of these owners, that cost ceiling is under $1,000.

Rebecca Greenstein, a veterinary medical advisor for Rover, said unexpected medical expenses over a pet's lifetime are "almost guaranteed." She added, "Pet parents consistently underestimate the cost of emergency care for unexpected illnesses and injuries." Greenstein noted, "You can predict your dog's food expenses almost to the penny, but no one ever thinks their dog will break a bone or swallow a sock." She continued, "The question then becomes, how can you buffer yourself and prepare financially so that your pet can receive the veterinary care they deserve without putting you in a precarious position." Greenstein also said, "It's absolutely heart-wrenching when financial ability can literally make the difference between life and death," and added, "The joy they bring to our lives is still priceless and is worth it every time."

American pet owners spent $158 billion on pets in 2025, according to the American Pet Products Association. The association projects the pet industry will exceed $165 billion in 2026. A Healthy Paws Pet Insurance survey indicated that 77% of pet owners described their pet as "like a child."