The CATalyst Council released the second edition of its widely followed “Puppocalypse, Kitten Craze” report on August 5, 2026, confirming a structural downturn in US companion animal clinical visits that could reshape the veterinary, animal health, and pet services industries for the next decade.
Key Findings
| Indicator | Q2 2026 vs Q2 2025 | Trend |
|---|---|---|
| Puppy veterinary visits | -10.5% | Fourth consecutive year of decline |
| Kitten veterinary visits | +1.3% | Slight recovery |
| Overall puppy/kitten visits | -5.8% | Continued contraction |
| Projected annual visit decline | -1% to -2% | Through 2035 |
The report draws on survey data from more than 60,000 US households and visit data from practice information management systems across the country.
The Puppy Deficit Is Structural
After two years of debate over whether the post-pandemic puppy boom correction was temporary, the data now points to a longer-term reset. US households are acquiring fewer puppies, and the trend has persisted for four consecutive years. Kitten acquisition has been more stable, supported by lower ownership costs and smaller living-space requirements.
Implications for Veterinary Practices
With clinical visit volumes projected to decline 1–2% annually through 2035, veterinary practices face a structural headwind. Without offsetting growth in revenue per visit, average clinic revenue could face a cumulative 10–20% volume-driven decline over the forecast period. The report recommends practices prioritize:
- Senior and chronic disease management
- Preventive wellness plans and subscriptions
- Dental care programs
- Telemedicine and triage services
- Client retention and lifetime value strategies
Industry Impact
The findings have direct implications for animal health companies, veterinary clinic chains, diagnostics laboratories, pet insurance providers, and pet product manufacturers. Categories tied to puppy and kitten acquisition — initial vaccine series, spay/neuter services, starter kits, and training products — will face sustained pressure. Conversely, senior pet care, chronic disease management, dental products, and wellness-oriented nutrition are positioned to become the primary growth levers.
