New Rover data reveals the majority of pet parents consider pet expenses essential and 56% say pet spending is the last budget category they would cut
Pets provide the ultimate return on investment with 88% of pet parents agreeing they bring more joy than any other expense
The median lifetime cost of a medium sized dog is $39,350 and $32,527 for the average cat
SEATTLE, WA – June 2, 2026 – Rover, the world’s largest online marketplace for pet care, today released its seventh Cost of Pet Parenthood Report. Developed to educate current and prospective pet parents with the financial realities of pet parenthood, the report also acknowledges there is no one-size-fits-all approach to being a caring pet parent.
The national cost-of-living adjustment (COLA) rose by 2.8% in 2026, with pet related costs expected to increase up to 15% due in part to rising veterinary fees and tariff-inflated prices on pet food and gear. According to Rover’s report, in 2026, the median lifetime cost of a medium sized dog is $39,350. For cats, pet parents can expect to invest a median cost of $32,527 over their lifetime.
The majority (83%) of parents have noticed pet related costs increasing over the past 12 months, with 34% reporting a significant change. Despite this, pet parents have never been more committed to their cats and dogs. More than half (55%) of pet parents consider pet-related expenses an “essential” and “non-negotiable” part of their budget. And, nearly nine out of ten (88%) agree that out of everything they spend money on, pets bring them the most joy in return.
“The love for our pets runs deep. This year’s findings demonstrate that for the vast majority, pets are not a discretionary expense—they are family,” said Phil Tedeschi, professor, researcher of the human-animal bond, and member of Rover’s Pet People Panel. “Similar to having children, the lifetime costs of a pet can seem relatively high, but it’s a life-changing relationship worth much more than money can buy. In the face of rising costs, pet parents are making personal tradeoffs to ensure their pets’ health and happiness are never compromised. This unwavering commitment to prioritize our pets’ wellbeing is the defining trend of pet parenthood in 2026.”
Rover’s 2026 Cost of Pet Parenthood Report includes unique data from 1,000 pet parents across the U.S. Key findings from the report include:
An ROI Wall Street Dreams Of:
- Major Value Add: 92% of pet parents agree (61% strongly) that their pet brings the most added value to their life despite high financial costs.
- Non-negotiable Spending: More than half (56%) of pet parents say pet food, supplies, and veterinary care would be the last thing they cut back on.
Budgeting for Pets
- Personal tradeoffs: Pet parents are making tradeoffs to better financially provide for their pets, with 48% cutting back on dining out, 39% reducing unnecessary shopping and 27% delaying a large purchase (e.g. new car). One quarter (25%) have delayed personal financial goals (e.g. reduced savings, delayed debt payment).
- Cost-saving strategies: To reduce spending, pet parents are using rewards programs (46%), buying in bulk (46%), using coupons or promo codes (42%), and switching regular pet products to more affordable alternatives (27%) – even if lower quality.
- Combatting inflation: In response to inflation or tariffs, one third (35%) of pet parents have switched their pet’s regular products (e.g. food, treats) to a different brand they perceive as being made or sourced locally.
- Pet emergency funds: While 38% of pet parents would not be able to cover the cost of an emergency vet visit without taking on financial debt, one in ten (10%) have started or contributed to a savings account specifically for pet-related expenses or emergencies.
AI as a Pet Solution?
- Use of AI for Pet Care: Two thirds (68%) of pet parents are open to using AI tools to help with pet care questions or decisions (e.g. analyzing symptoms, nutrition planning, training).
- Comfort with AI Tools: 74% of pet parents would be comfortable using AI-powered tools to manage pet health and nutrition.
For the full report on the True Cost of Pet Parenthood in 2026, please visit here for dogs and here for cats. The True Cost of Pet Parenthood in 2026 report was developed by Rover in May 2026.
Methodology: Results are based on a Rover survey of 1,000 U.S. based pet parents conducted in May 2026 via Pollfish. Other sources include: Apartments.com, ASPCA, Chewy, City of Des Moines, Iowa (Animal Licensing), Petco, Rebecca Greenstein, B.Sc., D.V.M. and Andrea Woroch of The Pet People, Rover, Seattle Animal Shelter, Seattle Humane Society, U.S. Bureau of Labor Statistics, West Seattle Animal Hospital, Zillow.
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About Rover
Rover Group, Inc. is the world’s largest online marketplace for personalized pet care. The mission is simple: make it possible for everyone to experience the unconditional love of a pet. Pets and their people are at the heart of every Rover Group brand, which includes Rover, Meowtel, Mad Paws, and Cat in a Flat. These marketplaces connect pet parents with trusted pet care providers in 18 countries across the U.S., Canada, Europe, and Australia. Pet parents can discover and book overnight, daytime, and training services, all tailored to their pets’ unique needs. To learn more about Rover Group, please visit www.rover.com/about-us
Press Contact
Kristin Sandberg
pr@rover.com
360-510-6365