• Introduction
• Market Definition
• Range of Coverage
• Typical Restrictions
• Other Services
• Equine Insurance Excluded
• Market Size and Composition
  • North American Pet Insurance Market Revenues, 2001-2005
  • Figure 1-1: Share of North American Pet Insurance Market: United States vs. Canada, 2005 (percent)
  • Table 1-1: North American Pet Insurance Market Revenues, 2001-2005 (in millions of dollars)
  • U.S. Pet Insurance Market Revenues, 2001-2005
  • Table 1-2: U.S. Pet Insurance Market Revenues, 2001-2005 (in millions of dollars)
  • Canadian Pet Insurance Market Revenues, 2001-2005
  • Table 1-3: Canadian Pet Insurance Market Revenues, 2001-2005 (in millions of dollars)
  • Share of Policies by Animal Type
  • Figure 1-2: Share of U.S. Pet Insurance Market Revenues by Animal Type, 2005 (percent)
  • Top 10 Pet Insurance Claims
  
  
• Market Outlook
  • Overall Pet Market Going Strong
  • Table 1-4: Average U.S. Household Expenditures on Pet Products and Services, 1994 vs. 2003 (in dollars)
  • Table 1-5: Aggregate U.S. Household Expenditures on Pet Products and Services, 1994 vs. 2003 (in thousands of dollars)
  • Pet Insurance Market Peculiarities
  • Trends in Veterinary Care Spending and Services
  • Table 1-6: Average and Aggregate Annual Consumer Expenditures on Veterinary Services, 1994-2003
  • Table 1-7: Trends in Veterinary Care Spending and Service Types Among Pet Owners, 2003 vs. 2004 (percent)
  • Pet Oral Care an Important Growth Area
  • Rising Expenditures on Human Health Insurance
  • Table 1-8: Average U.S. Household Expenditures on Insurance, 1994 vs. 2003 (in dollars)
  • Increased Advertising, Participation by Corporate Giants
  • Pet Humanization an Ongoing Factor
  • Table 1-9: Consumer Activities and Opinions Reflecting Humanization of Pets, 2003-2004 (percent)
  • Pet Population Trends
  • The Aging Pet Population
  • The Overweight Pet Population
  • The Boomer Factor
  • Figure 1-3: Share of U.S. Population Growth for Selected Age Brackets, 2005-2010 (percent)
  • Table 1-10: Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
  • Other Key Demographics
  • Looking Ahead
  
  
• Market Projections
  • Double-Digit Gains to Continue in Both U.S. and Canada
  • Figure 1-4: Projected North American Pet Insurance Market Revenues, 2005-2010 (in millions of dollars)
  • Table 1-11: Projected North American Pet Insurance Market Revenues, 2005-2010 (in millions of dollars)
  • Table 1-12: Projected U.S. Pet Insurance Market Revenues, 2005-2010 (in millions of dollars)
  • Table 1-13: Projected Canadian Pet Insurance Market Revenues, 2005-2010 (in millions of dollars)

Chapter 2: Competitive Trends

• Overview
• VPI Leads North American Market
• Table 2-1: Top North American Marketers of Pet Insurance
• Figure 2-1: Estimated Share of North American Pet Insurance Market by Company, 2003 vs. 2005 (percent)
• Figure 2-2: Estimated Share of U.S. Pet Insurance Market by Company, 2003 vs. 2005 (percent)
• Figure 2-3: Estimated Share of Canadian Pet Insurance Market by Company, 2003 vs. 2005 (percent)
• Strategic Directions
• Direct-to-Consumer Marketing
• Table 2-2: National Consumer Advertising Expenditures on Pet Insurance, 2000-2004 (in thousands)
• Veterinarians Still Key Allies
• Group Sales and Company Benefits Programs
• Marketing Alliances
• Simplification and Differentiation
• Underwriting Viewed as Profit Path
• Market Continues to Attract New Players
• Outside Competition
• Competitor Profile: Veterinary Pet Insurance Co. (VPI)
  • Company Overview
  • Coverage Expanded to Include Vet-Prescribed Devices
  • Corporate Upheaval
  • The Financial Picture
  • Figure 2-4: Veterinary Pet Insurance Gross Written Premiums, 1998-2004 (in millions of dollars)
  • New $15 Million Cash Infusion from Scottsdale
  • Marketing Avenues
  • Direct-to-Consumer Via Ramped Up Advertising
  • Figure 2-5: Total National Consumer Advertising Expenditures by Veterinary Pet Insurance by Month, 2002 vs. 2004 (in thousands)
  • Table 2-3: National Consumer Advertising Expenditures by Veterinary Pet Insurance, 2000-2004 (in thousands)
  • Corporate Alliances: The Iams Team-Up
  • Veterinary Channel Marketing
  • Employee Benefits Programs
  • Web-Based Marketing
  
  
• Competitor Profile: Pethealth, Inc.
  • Company Overview
  • PetCare Program Types and Underwriters
  • Steady Revenue Growth
  • Figure 2-6: Pethealth Revenues, 1999-2004 (in Canadian dollars)
  • Figure 2-7: Pethealth Total Policies in Force, 1999-2004
  • Share of Policies in Force by Type
  • Figure 2-8: Share of Pethealth Paid Pet Insurance Policies in Force by Type, 2002 vs. 2004 (percent)
  • Distribution Strategy
  • Shelters
  • PetCare Direct
  • Veterinary Clinics
  • Strategic Partners
  • Online Brokers
  • The U.S. Push
  • The Technology Push
  • E-Commerce
  • 24PetWatch Pet Registry Services
  • PetPoint Software
  • EVE Online Claims Processing
  • Looking Ahead
  • Database Development
  • Underwriting Risk
  • Legal Concerns
  
  
• Competitor Profile: SecuriCan General Insurance Company (Petplan)
  • Company Overview
  • Canada’s First Dedicated Pet Insurance Underwriter: SecuriCan
  • Petplan Policy Types
  • Marketing Channels
  • Other SecuriCan Pet Insurance Lines
  • Strategic Alliances
  • Petplan Teams up with Iams to Offer Pet Health Packages
  • Petplan U.K.
  • Veterinary Pet Insurance (VPI)
  • Other Alliances
  
  
• Competitor Profile: Hartville Group, Inc. (Petsmarketing Insurance.com Agency, Inc.)
  • Company Overview
  • Types of Plans
  • Company Sales Trends
  • Figure 2-9: Hartville Group Gross Revenues and Gross Written Premiums, 2000-2004 (in millions of U.S. dollars)
  • Reinsurance Ups and Downs
  • New Consumer Ad Campaign
  • Direct Sales Pitch Through Catalina Marketing
  • On the Web
  • AKC Partnership Discontinued; PetMed Deal Uncertain
  • Looking Ahead
  
  
• Competitor Profile: Pet Protect, Inc.
  • Company Overview
  • Types of Plans
  • Standing Out in the Crowd
  • Marketing Approaches

Chapter 3: Consumer Trends

• Introduction
  • Methodology and Data Sources
  • Pet Owner Trends and Demographics
  • Over 50 Million U.S. Households Own Dogs or Cats
  • Trends in Multiple-Pet Households
  • Figure 3-1: Total Households for Selected Pet-Owning Classifications: By Number of Dogs or Cats Owned, 2004 (in thousands of U.S. households)
  • Pet Ownership by Age Bracket: The Boomer Skew
  • Whites 20% More Likely to Own Both Dogs and Cats
  • Dog Owners Skew Upscale
  • Households of 5+ Persons Are 66% More Likely to Own Both Dogs and Cats
  • The Pet Specialty/Mass-Market Divide
  • Pet Specialty Store Shopper Demographics
  • Health Attitudes and Concerns of U.S. Pet Owners
  • Pet Health Product Demographics
  • Household Purchasing of Pet Supplies by Retail Outlet Type
  • Pet Owners Active on the Web
  • Table 3-1: Household Penetration Rates for Selected Pet-Owning Classifications, 2000-2004 (U.S. households)
  • Table 3-2: Dog and Cat Ownership Indices: By Adult Age Bracket, 2004 (U.S. households)
  • Table 3-3: Total Households for Dog and Cat Ownership Classifications: By Adult Age Bracket, 2004 (in thousands of U.S. households)
  • Table 3-4: Dog and Cat Ownership Indices: By Race/Ethnicity, 2004 (U.S. households)
  • Table 3-5: Dog and Cat Ownership Indices: By Household Income, 2004 (U.S. households)
  • Table 3-6: Dog and Cat Ownership Indices: By Household Size, 2004 (U.S. households)
  • Table 3-7: Percentage of Pet-Owning Households Who Shop for Pet Supplies in Specialty vs. Mass-Market Outlets: By Number of Dogs or Cats Owned, 2004 (U.S. pet-owning households)
  • Table 3-8: The Pet Store or Online Shopper for Pet Supplies: Dog or Cat Owners, 2004 (U.S. dog- or cat-owning households)
  • Table 3-9: Health Attitudes and Concerns: Cat and Dog Owners vs. All U.S. Adults, 2004 (percent)
  • Table 3-10: Pet Health Product Usage: By Number of Cats or Dogs Owned, 2004 (in millions of U.S. adult pet owners)
  • Table 3-11: Top Pet Health Product Demographics by Percentage, 2004 (U.S. adult pet owners)
  • Table 3-12: Pet Health Product Purchasing: By Pet Supply Outlets Used, 2004 (in millions of U.S. adult pet owners)
  • Table 3-13: Household Purchasing of Non-Food Pet Supplies by Outlet Type: Purchasing vs. Sole Purchasing, 2004 (U.S. adult cat or dog owners)
  • Table 3-14: Household Purchasing of Non-Food Pet Supplies by Outlet Type: Percent of Purchasers Who Are Sole Purchasers, 2004 (U.S. adult cat or dog owners)
  • Table 3-15: Use/Influence of Internet: U.S. Adults Overall vs. Cat and Dog Owners, 2004 (percent)
  
  
• Pet Owners and Insurance
  • The Quintessential Purchaser of Pet Insurance
  • Females Calling the Pet Care Shots
  • Top Veterinary Services and Products
  • Pet Owners Out Front for Most Types of Human Insurance
  • Pet Owners as Medical Insurance Holders
  • Pet Owners as Life Insurance Holders
  • Table 3-16: Demographic Characteristics Favoring Purchasing of Pet Insurance, 2005 (U.S. adults)
  • Table 3-17: Household Penetration Rates for Selected Types of Insurance: Overall Households vs. Dog- or Cat-Owning Households, 2005 (U.S. households)
  • Table 3-18: Usage Indices for Selected Types of Insurance: Dog- or Cat-Owning Households, 2005 (U.S. households)
  • Table 3-19: Method of Obtaining Medical Insurance by Percent: Overall Households vs. Dog- or Cat-Owning Households, 2005 (U.S. households)
  • Table 3-20: Indices for Method of Obtaining Medical Insurance: Dog- or Cat-Owning Households, 2005 (U.S. households)
  • Table 3-21: Company Providing Medical Insurance: Overall Households vs. Dog- or Cat-Owning Households, 2005 (U.S. households)
  • Table 3-22: Value of Life Insurance by Percent: Overall Households vs. Dog- or Cat-Owning Households, 2005 (U.S. households)
  • Table 3-23: Indices for Value of Life Insurance: Dog- or Cat-Owning Households, 2005 (U.S. households)
  • Table 3-24: Company Providing Life Insurance: Overall Households vs. Dog- or Cat-Owning Households, 2005 (U.S. households)