Elanco Animal Health Incorporated (NYSE:ELAN) released findings from an October 2026 U.S. consumer survey of 2,018 adults on November 6, 2026, showing sustained or increased pet health spending among the vast majority of pet owners surveyed.

Key Highlights

  • 93% maintained or increased spending: According to the survey, 93% of pet owners reported maintaining or increasing pet spending over the past three months.
  • 32% increased spend: Nearly one-third of pet owners surveyed said they increased spending on their pets in the past three months.
  • Only 7% would cut pet health spending: The filing notes just 7% of surveyed consumers would cut pet health spending under economic pressure, compared to 54% who would cut dining out and entertainment.
  • Omnichannel purchasing spread: Pet medication purchases were distributed across in-person veterinary clinics (37%), online pet specialty pharmacies (31%), mass retail/grocery (28%), physical pet specialty retail (27%), home-delivery through a veterinarian's online pharmacy (17%), and general e-commerce (25%).
  • Future pet demand: 21% of all consumers surveyed expect to add a pet in the year ahead; among current pet owners, 25% expect to adopt another pet in the next year.
  • Humanization mindset: 87% of surveyed pet owners affirm their pet's happiness and wellbeing is as important as their own, with 63% saying it is more important.

Elanco's October 2026 Pet Health Consumer Survey: Key Findings and Channel Shifts

Elanco Animal Health Incorporated disclosed findings from its Elanco Pet Health Trends Omnibus survey, conducted online between October 16 and October 21, 2026, among a nationally representative sample of 2,018 U.S. adults aged 18 and older, including 1,495 dog and cat owners aged 18-80. According to the filing, 93% of pet owners surveyed either maintained or increased pet spending in the past three months, a figure the company said was "remarkably consistent" with earlier Elanco surveys conducted in February (93%) and May (91%) of 2026.

The survey data, as disclosed, indicates that pet health spending is treated as a protected household priority. The filing states that just 7% of surveyed consumers would cut pet health spending under economic pressure, far below spending categories such as dining out and entertainment (54%), travel (44%), and digital subscriptions (33%). The primary motivations cited for pet spending were keeping pets healthy and living longer (65%), seeing them happy and comfortable (59%), and treating them as family members (54%).

The filing also highlights a shift in how pet owners purchase medications. According to the survey, 38% of pet owners reported shifting pet medication purchasing outside the clinic in the past year or two. The data shows purchases are now spread across multiple channels. The filing further states that a doctor's recommendation is the top reason a pet owner would switch medications, while one-time discounts or rebates were cited by only 3% of respondents. Bobby Modi, Executive Vice President, U.S. Pet Health and Digital Transformation at Elanco, is quoted in the filing as saying "vet visits are no longer a leading economic indicator for pet spend." The filing notes that forward-looking statements are subject to risks and uncertainties described in the company's latest Form 10-K and Form 10-Qs filed with the SEC.

What Was Disclosed

Elanco Animal Health released results from a nationally representative October 2026 consumer survey covering pet spending behavior, medication purchasing channels, and future pet adoption intentions among 2,018 U.S. adults, including 1,495 dog and cat owners.