Investigating dog and cat owners’ uptake of pet health insurance and spending on veterinary treatment

Abstract

Background: Insurance may reduce financial strain and potentially limit inequalities in veterinary care. However, we lack an understanding of the factors that influence whether owners purchase insurance and how much they are willing to spend on treatment, and of how these decisions are influenced by finances and emotional bonds. Methods: In March 2022, an online questionnaire was used to investigate the reasons for the uptake of insurance among dog and cat owners in different income groups in Austria, Denmark and the UK (N = 2117). It also explored factors impacting owners’ willingness to spend money on life-saving treatments. Results: A total of 41.7% of owners had insurance, with the highest uninsured rate in Austria (78.7%). In the UK, there was an income disparity: owners in the highest income group were more likely to have insurance (65.6%) compared to those in the lowest income group (34.4%). Insurance mainly serves to avoid tough financial decisions when a pet is ill (35.5%), although high policy costs deter uptake (34.7%). Emotional attachment, in particular, impacts owners’ likelihood of spending more on life-saving treatment, irrespective of insurance status. Limitations: Potential biases from self-reported data, social desirability and hypothetical case formulation may affect the findings. Conclusion: Although cost limits insurance uptake, emotional attachment increases owners’ willingness to pay for treatment irrespective of insurance status.