Consumers Bypassing the Vet for Pet Medications
2009-12-24

Veterinarians are no longer the only source for companion pet medications and wellness products in the U.S., as dog and cat owners are turning to alternative channels, including the Internet, according to new research released by Ipsos PetTrends, a syndicated consumer tracking service provided by Ipsos-Insight, Inc.

The study showed that 27% of pet medications purchased from July 2003 to March 2004 took place outside of the veterinarian's office. Interestingly, 57% of cat medication was more likely to be purchased outside of the vet's office than dog medication, which was at 65%.

The research defined "alternative channels" as being discount stores, pet stores, grocery stores, drug stores, online retailers, among others.

Other than the vet's office, the second most popular place to obtain pet medications were discount stores, representing 11% of purchases. Pet stores took third place at 9%.

"The predominance of purchases made at the veterinarian’s is not really surprising, given the broad range of diagnoses which may require treatments that are simply not accessible for purchase online or through other channels," says Fariba Zamaniyan, Vice President and spokesperson for Ipsos PetTrends. "However, outlets outside of the veterinarian’s office are providing convenience and cost efficiencies for the care of companion pets such as dogs and cats. Discount stores, pet stores, and even the Internet are enabling the ever-increasingly empowered consumer to make educated decisions. The Internet, in particular, provides a cost-effective means of buying large quantities. This supply encourages adherence to the management of pet health and well-being, which, ironically, is not always the case when it comes to human healthcare."

Online Purchases

The study also revealed that the percent of online purchases varied depending on the type of ailment. The Internet as a whole accounted for only 2% of all pet medication purchases. But of those purchases, 35% were for treatment of external parasites (fleas, ticks, mites), 17% for heartworm, and 16% for arthritis and pain. These three types of medications account for 68% of all online pet medication purchases. By contrast, the same medications account for only 35% of purchases through a vet's office.

Another interesting statistic from the study show that of all online medication purchases, 85% were made for dogs. 25% of all dog-related medication purchases made over the Internet was for some kind of external parasite treatment. Frontline, a topical treatment for fleas, ticks, and mites captured 17% of online purchases. By contrast, Frontline is only purchased half as often through a vet's office (6%).

Ipsos PetTrends

Ipsos PetTrends is a new syndicated service that offers unique insights into consumer purchase behavior of Cat and Dog medications, wellness products and specialty foods. They collect both Rx and OTC Cat and Dog medication and wellness product purchasing (including SpecialtyFood) through the American Shoppers’ Panel; a consumer panel of 16,000 households that is balanced and projected to the US Household Population.