A new perspective on access, affordability, and innovation in pet health
Across Canada, pet ownership has risen steadily, with more than 12 million households now including a dog or cat. Yet, behind these numbers lies a deepening crisis: for millions of pet parents, veterinary care is simply out of reach. PetSmart Charities of Canada, in collaboration with Gallup, set out to understand the landscape of companion animal healthcare from the perspective of pet parents. More than 2,000 Canadian cat and dog owners were interviewed in December, 2024 and asked to share their experiences with veterinary care. The findings reveal urgent challenges — and potential pathways forward — for veterinarians, policymakers, and animal health stakeholders.
Veterinary care: In demand, yet inaccessible
Half of Canadian pet parents (50%) report they have either not visited a veterinarian in the past year or have declined recommended care. The rate of skipped or refused care is highest among the youngest pet owners (18–29 years old), with nearly 60% reporting some form of care avoidance.
Interestingly, these care gaps persist across income levels — suggesting that age, accessibility, and perceptions of value also play significant roles.
The financial barrier: More than a budget problem
Affordability stands out as the top reason for skipped veterinary care. Among those who declined care, two-thirds (67%) cited financial constraints or felt the care was not worth the cost:
- 41% could not afford the treatment.
- 37% believed the treatment was not worth the money.
- Even among households earning over $90,000 annually, more than one in four still reported cost as a reason for skipping care.
There’s nuance in how income brackets perceive cost:
- Lower-income households emphasized affordability;
- Higher-income households questioned value.
These insights suggest not only economic pressure but also a communication gap around the value proposition of veterinary care.
Declined care Isn’t harmless
Veterinary teams understand that skipping care often has consequences — and the data confirm it. Among pet parents who declined care,
- 12% said their pet’s condition worsened or resulted in death;
- Nearly 30% knew someone whose pet died due to unaffordable treatment; and
- 7% reported turning down life-saving surgeries.
Such outcomes are not hypothetical; they represent real stories of suffering, often tied to financial strain or logistical hurdles.
Cost versus compassion: Are we meeting clients where they are?
Despite affordability being the primary barrier, veterinarians are far more likely to offer alternatives for logistical impracticalities (e.g., stress-inducing treatments or difficult administration) than for cost.
Therefore, while 65% of pet parents declining care for practicality were offered other options, only 28% of those who declined care due to cost were presented with a more affordable option. Further, payment plans were offered to just 21% of pet owners — even among those citing cost as the barrier.
This represents a missed opportunity. Interest-free payment plans could significantly impact access: two-thirds of pet parents say such a plan would allow them to double their spending on life-saving treatments.
Care beyond the clinic: The rise of non-traditional models
Traditional clinic-based care remains the norm, but there’s rising interest in alternatives. If these were made available,
- 43% would consider home veterinary visits;
- 40% would be open to telemedicine; and
- 32% would use community clinics (e.g., pop-up services).
Telemedicine especially appeals to:
- Female pet owners (43% vs. 31% of males); and
- Pet parents managing chronic conditions (43%).
Despite these preferences, availability remains sparse, and regulatory inconsistencies across provinces hinder expansion. The message is clear: pet parents are ready — and eager — for more flexible care delivery.
Geography matters: Rural challenges and travel barriers
Distance to care is another critical obstacle. Only 32% of rural pet parents live within 10 km of a vet, compared to 57–61% of pet parents who live in urban or semi-urban settings. The farther one lives from care, the more likely they are to skip it. Among those traveling:
- 10–25 km: 52% skipped care;
- 25–50 km: 60% skipped care; and
- Over 50 km: 55% skipped care.
Even controlling for province and urbanicity, travel distance is a clear predictor of veterinary engagement.
The role of trust and perceived value
While cost is central, trust in the veterinarian ranks nearly as high in importance. Among pet parents,
- 57% prioritized quality of care;
- 50% prioritized cost; and
- 47% emphasized trust in their provider.
Notably, only 9% declined care due to distrust — a strong endorsement of the profession’s credibility. For those with pet insurance, the focus shifts even more toward quality (64%) and away from cost (37%).
Where do pet parents go for Information? Not always the clinic
Veterinarians remain the top source of health guidance for pet parents — but not universally:
- 79% consult a veterinarian when their pet is ill;
- 43% also rely on the internet;
- 30% consult friends/family;
- 22% turn to pet professionals like trainers or groomers; and
- Alarmingly, 18% only consult non-veterinary sources.
This reliance on unvetted advice increases with travel distance and is most prevalent among younger and lower-income demographics. Ensuring access — physically and virtually — may help reduce reliance on misinformation.
A call for empathy, innovation, and inclusion
The implications of the report go beyond statistics. For many, skipping care is a reluctant, painful choice — a last resort when no other options feel viable. The data challenges veterinary professionals to think differently about delivery models and payment flexibility.
Opportunities for veterinary teams:
- Expand care options – Consider community clinics, telemedicine, or home visits, especially for rural or transportation-challenged clients.
- Offer payment flexibility — Promote awareness of financing solutions. If offered interest-free, payment flexibility could make lifesaving interventions feasible for more than half of clients.
- Strengthen communication — Clearly communicate the value of diagnostics, procedures, and preventative care, especially for skeptical or high-income pet parents.
- Build trust through flexibility — Recognize that practical concerns (treatment stress, pain, feasibility) are just as influential as cost.
- Engage with policy — Advocate for regulatory reform to support broader implementation of community and telehealth models across provinces.
The bottom line
The veterinary field is grounded in compassion, expertise, and a deep bond with animals. However, if our systems don’t reflect the lived experiences of pet families — especially the most vulnerable — we risk leaving too many behind and having pets suffer the consequences.
Pet parents aren’t asking for lower standards of care. They’re asking for access, understanding, and flexibility. They’re pointing toward a more inclusive model of veterinary care — the veterinary community has a real opportunity to evolve care solutions.
Source:
PetSmart Charities of Canada-Gallup (2025, June 11). “State of Pet Care Study: Pet Parents’ Assessment of Canadian Veterinary Care.”
To read the full report: https://www.gallup.com/analytics/659123/gallup-petsmart-charities.aspx
