In celebration of International Cat Day celebrated annually on August 8th, CATalyst Council announces the next phase of its ongoing commitment to advancing the feline veterinary market, closing the feline care gap, and reshaping the future of cat-centered care across the animal health ecosystem: a nationwide, 40,000-household survey study. The study is designed to generate a high confidence understanding of the emotional, behavioral, and psychological factors influencing veterinary care decisions, and to identify actionable insights that can drive innovation, increase feline medicalization, and improve health outcomes for cats.

Designed by CATalyst with support of key industry association collaborators and two leading animal health market research firms, Forward Group and Kynetec, this initiative is one of the most comprehensive studies of U.S. household pet ownership ever undertaken, and the largest in the last five years. This primary consumer research builds on the momentum of the CATalyst Council’s quarterly Feline Market Insights Reports, a series of analyses launched in early 2025 to track feline and overall visit trends and drivers, demographic shifts, and caregiver mindsets.

“The quarterly market insight reports reveal critical trends in veterinary health and also help us frame the questions of pet owners,” said Jon Ayers, CATalyst Council board member and chair of its Market Insights Committee. “Now we will have it straight from the pet owner. The survey results will also give the industry and profession the most definitive view of pet ownership in the US, including the demographic age profile for both cats and dogs. This knowledge of pet demographics is destiny: the age profiles help predict future veterinarian visit growth. We will also come to understand vet visit behavior by pet and owner demographic. And thus, this study will arm the industry with the data to bend the curve by taking real, measurable steps toward solving the feline care gap."

“This is about listening to the households that shape our profession’s future,” said Dr. Anne Ward, Chair of CATalyst Council. “To be truly cat friendly every day, we must understand the human behaviors, perceptions, and emotional motivators that surround feline care, and we’re doing it at a scale that’s never been done before.”

“For too long, we’ve made assumptions about why cats don’t get the care they need,” said Dr. Jane Brunt, Executive Director of CATalyst Council. “This consumer research replaces assumptions with evidence, so we can build better solutions for cats, their people, and the professionals who care for them.”

“CATalyst is grateful for the technical support and advice we are receiving from our industry and association collaborators, including FelineVMA, AVMA, and APPA, as well as our leading industry sponsors,” said Brunt.

While this landmark survey will also capture dog ownership and veterinary visit behaviors in order to establish key industry benchmarks, the core focus is on understanding the full spectrum of behaviors, beliefs, and barriers among cat-owning households nationwide.

A Strategic Roadmap: From Market Signals to Measurable Change

Building on the foundation laid by CATalyst Council’s Feline Market Insights Reports, the survey will deepen understanding of what motivates or prevents cat owners from seeking care, how generational mindsets shape veterinary decisions, and what emerging patterns can guide future innovation across veterinary medicine, the animal health industry, and aligned pet care brands.

Research Objectives

Aligned with CATalyst Council’s mission to improve the lives of cats and their people through innovation, education, and appropriate medicalization, the study aims to:

• Provide an updated and statistically robust estimate of cat and dog populations in U.S. households, and by year of age
• Reveal emotional, psychological, and behavioral drivers of veterinary visit behavior and avoidance
• Identify motivators that can increase feline medicalization, especially in multi-pet households
• Inform the development of tools, education, and strategies to support industry-wide progress

Designed for Impact, Built for the Entire Ecosystem

This research is structured to deliver value across the feline care ecosystem:

• Cat Owners & Caregivers: Insights into how and why caregivers seek (or delay) veterinary care
• Veterinary Teams: Actionable findings to support client communication, adherence, and visit growth
• Animal Health and Pet Care Companies: Data to support product innovation, education programs, and marketing strategy
• Investors: Clear visibility into the drivers behind veterinary visits, trends, as well as emerging opportunities in the growing market for feline veterinary care

Initial findings will begin rolling out in Q4 2025, with detailed insights shared exclusively with our CATalyst sponsors and strategic partners. The study, along with CATalyst’s quarterly reports, will empower industry and veterinary professionals to pilot targeted programs and measure impact based on validated feline and caregiver needs, ensuring the industry stays informed, aligned, and equipped to act.

“As we honor International Cat Day, we’re focused not just on celebrating cats, but on understanding them, supporting their people, and building the systems that can serve them both better,” said Kristin Wuhrman, Vice Chair of the CATalyst Council. “This is much more than the research. It’s infrastructure for the future of feline care.”

To receive updates or inquire about the benefits of sponsorship, please visit catalystcouncil.org and follow CATalyst Council on LinkedIn.

About CATalyst Council

CATalyst Council is a national organization dedicated to accelerating innovation in feline care and enhancing quality of life for cats and their people. CATalyst Council’s vision is to ensure all companion cats receive lifelong care by using evidence-based resources, embracing community-wide relationships for optimal health outcomes, and celebrating the human-feline bond.

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"This study will arm the industry with the data to bend the curve by taking real, measurable steps toward solving the feline care gap." -Jon Ayers, CATalyst Council, Feline Market Insights Committee Chair