New Rover data reveals the majority of pet parents consider pet expenses essential and 57% say pet spending is the last budget category they would cut
Pets provide the ultimate return on investment with 91% of pet parents agreeing they bring more joy than any other expense
The median lifetime cost of a medium sized dog is $34,767 and $31,955 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 2.3% in 2026, with pet related costs expected to increase by 2% in tandem. This is lower than in 2025, when costs were expected to increase up to 41% from the year before. According to Rover’s report, in 2026, the median lifetime cost for a medium sized dog is $34,767. For cats, pet parents can expect to invest a median cost of $31,955 during their pet’s lifetime.
“What Rover’s 2026 report truly reveals is the emotional return on investment that defines pet parenthood today. For many Canadians, pets are unequivocally family, and their care is a non-negotiable budget priority,” said Phil Tedeschi, professor, researcher of the human-animal bond, and member of Rover’s Pet People Panel. “Even as expenses rise, we see pet parents willingly making personal tradeoffs to ensure their companions are cared for. This profound dedication is the hallmark of the human-animal bond in a challenging financial climate.”
Amid ongoing economic pressure, more than half (58%) of Canadian pet parents categorize pet-related expenditures as essential and non-negotiable. This dedication is clearly reflected in their spending priorities: 57% state that pet food, supplies, and healthcare are the last areas they would consider cutting back on.
Pet parents’ willingness to prioritize their pets is profound, with one-in-four (29%) prepared to forego almost any personal expense. Notable tradeoffs include:
- Dining out or ordering takeout (36%)
- Shopping trips and other unnecessary purchases (34%)
- Daily lattes or other preferred to-go beverage (29%)
- Vacations and personal travel (27%)
- Entertainment activities such as concerts or sports events (26%)
Affordability Strategies
While the majority of Canadian pet parents (87%) have observed increasing pet-related costs over the past 12 months, nearly half (43%) have been able to maintain their desired level of pet care. Some are achieving this by adopting new spending strategies, mirroring cost-saving practices in other areas of household spend:
- Over half (53%) utilize loyalty or rewards programs
- 45% purchase commonly used items in bulk
- Amid tariffs and inflation, 44% switched their regular pet products for a brand that is made or sourced locally.
Financial Pressures
Ninety-one percent of Canadian pet parents say their pets bring the most joy for their money. This emotional return on investment confirms the non-negotiable status of pets as family members, proving no tradeoff is too great to ensure they thrive. However, some Canadian pet parents are feeling an increased financial strain in certain areas:
- The top three drivers of increased financial pressures are vet visits (56%), pet food costs (45%), and medications (27%).
- In an emergency, 39% of pet parents indicate they would need to take on financial debt to cover the cost of an unexpected vet visit.
- Over half (57%) have a financial safety net specifically for their pet, such as an emergency fund or pet insurance.
- Half (51%) pay mandatory pet-related housing fees, such as pet rent or security deposits, with 20% paying up to $500 a year and 19% pay as much as $1,000.
AI Driven Solutions
Looking ahead, 69% of Canadian pet parents are concerned about maintaining their current level of pet care over the next year. Seeking innovative solutions, a significant 75% consider using AI-powered tools for pet management.
Pet parents see the most value in AI-powered tools in several key areas:
- Accessing helpful information and answers related to a pet’s well-being (35%)
- Managing pet care calendars and routines (24%)
- Discovering improvements and alternatives for their current pet care routine (22%)
- Surfacing cost-saving solutions to reduce pet spending (19%)
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 500 Canadian-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. of The Pet People, Rover, Seattle Animal Shelter, Seattle Humane Society, U.S. Bureau of Labor Statistics, West Seattle Animal Hospital and 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