In 2014, Trone Research + Consulting fielded a proprietary study that examined how pet parents care for their animals. The goal was to help brands speak the health language of their audience. We explored trends, consumer perceptions and the differences between wellness and prevention to determine the opportunities and challenges facing brands today. We spoke with more than...

The days of veterinarians ruling supremely over pet medications are over. In a recent study with partner Brakke Consulting Inc., we learned that more than 20% of human pharmacists are filling CVM approved pet prescriptions. We also confirmed veterinarians’ concern about pharmacists’ preparedness to accurately fill these prescriptions and their intent to seek new ways of maintaining control.

Just like their curious, furry feline pets, not all cat owners are alike. Some are heavily involved in their cats' lives, while others simply feel their cats can fend for themselves. These cat owners range from highly attached caretakers to laissez-faire pet owners and are grouped into four main categories. Want a deeper look into...

Starting in 2012, researchers, veterinarians and media outlets began to debate the impact of the 2008 Global Financial Crisis on the future of pet ownership. Initial reports revealed declining US pet ownership. Yet, within the past two years, new data suggests growing pet ownership among the largest generational segment known as Millennials (Americans born between…