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Pet Owners Trying New Sources
With the growth of OTC products for the treatment of human ailments, it is perhaps not surprising that Ipsos PetTrends finds more Americans turning to sources other than the vet's office for treatments for their pets.
In the 9 months ending March 2004, more than a third (37%) of pet medication purchases - including both prescription and non-prescription formulations - took place away from the veterinarian's office, according to the syndicated consumer tracking service, which is run by Ipsos-Insight, Inc.
Dog owners' preference for the veterinary route is fairly strong - only 35% go elsewhere - whereas cat owners, predictably, are more independent (43%). Alternative channels include discount stores (second with 11% of all pet medication purchases), pet stores (9%), grocery stores, drug stores and online retailers (at present only 2%).
'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'. Zamaniyan feels that these alternative supplies - and in the case of the 'Net information sources - encourage adherence to the management of pet health and well-being. 'Which', she adds, 'ironically, is not always the case when it comes to human healthcare'.
As yet, online transactions only represent a small proportion of consumer spending for companion pet medications, accounting for just 2% of all purchases made for cat or dog treatments, with some treatment types taking off faster than others on the 'Net (see chart). 35% of online purchases were for treatments for external parasites, 17% for heartworm, and 16% for arthritis and pain.
'Although the current market share of online purchasing is small today, the expectation is high for continued growth in consumer fulfilment via this medium', said Zamaniyan.
More information on Ipsos PetTrends can be found at: www.ipsos-insight.com/health/publiCations/petTrends/index.cfm
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