Veterinary care is increasingly considered non-discretionary spending by doting pet owners, boding well for long-term stability and growth in the veterinary care industry. Typically, increased awareness of available healthcare options drives growing demand, lending additional strength to the industry's growth profile. Over time, larger veterinary clinics will boost awareness and demand in the industry, as a larger clinic can typically offer a more diversified group of services and have better marketing.

A report by the American Veterinary Medical Association (AVMA), the American Animal Hospital Association (AAHA), and the Association of American Veterinary Medical Colleges (AAVMC) examined the price elasticity of demand for veterinary services. According to this study, price increases were not influential as pet owners choose a veterinarian. The study found that 74% of pet owners would continue to use their vet given a 10% price increase and 58% would continue to use their veterinarian with a 20% price increase; 60% of pet owners (and 73% of horse owners) felt that fees for veterinary services are "very low" relative to the perceived value of their pet. On average, pet owners surveyed would spend $688 if their pet had a 75% chance of being cured (this figure jumped to $3,314 for a horse owner's favorite horse).

Pricing trends are believed to be positive for veterinary services, as spending on veterinary services is increasingly considered non-discretionary and demand for premium services and advanced medical treatment continues to grow. The data collected in this study indicated a relatively low elasticity of demand of -0.43 for price changes for veterinary services.  The result is an industry with little or no risk exposure to a general economic slowdown.