We will develop a deep and robust understanding of pet owners who do not frequent the veterinarian and/or who seek alternative sources for pet health care

1. UNDERSERVED U.S. PET
OWNERS
NOVEMBER
2021

2. Setting the Scene
• Estimates of pet owners who regularly visit
the veterinarian are wildly diverse, depending
on the method used to achieve their answers
• As a result, little is known about the true
number of pet owners who do not access pet
health care regularly
• Attitudes and behavior towards pets
• Access to care issues
• Orientation to veterinarians: theirs and
new vet selection factors
• Diversity and inclusion issues
• Veterinary deserts (zonal analysis)
• Generational components
We will develop a deep and
robust understanding of pet
owners who do not frequent the
veterinarian and/or who seek
alternative sources for pet health
care

3. Defining the Opportunity
• Scoping and scaling which pet owners are
currently underserved in the pet health
industry enables businesses to address this
population with targeted and strategic
outreach
• Are these pet owners truly underserved
or are they accessing veterinary-type
services elsewhere?
• Outreach enables your organization to
lead the industry in this untapped
marketplace
• Meeting the needs of underserved pet
owners will substantively improve the lives of
millions of pets and their owners
There are substantive
business and animal welfare
opportunities for leader
organizations like Mars
Veterinary Health

4. Approach: Part One
• To scale how many pet owners do not
access regular veterinary care, we will do a
large-scale survey representative of all pet
owners in the USA
• We will develop an understanding of
• Demographic analysis (who & where
they are)
• How they interact with animal-related
services (including veterinary and
alternative sources)
• Why they do not interact regularly with
veterinary services
• How they wish to receive animal health
care and how often
Defining the entire pet owner
population in the US will
delineate the potential
opportunity space, expanding
beyond known channels

5. Investment Deliverables
Customized, in-depth presentation
(virtual or F2F)
Full demographic understanding
for optimized marketing and
outreach potential
Outline best intervention
strategies for your business
Continued access to Kerry when
you develop programs for this
underserved pet owner
population
$75,000

6. 6
2,000 online surveys and live telephone interviews
among dog and/or cat owners in the United States, aged
18-75 who are either primary pet health care decision
makers or share in the decision making. Data weighting
was applied to key demographics.
Online and live telephone interviews conducted August
26-30, 2021. 95% of interviews were conducted
online; 5% were live telephone calls.
+/-2% at the 95% confidence level. The margin
for error is higher for subgroups, such as gender
or an individual age group.
STUDY METHOD
Sample
Method
Sampling
Error

7. 7
SURVEY DEMOGRAPHICS
Kids at Home Income Marital Status/Gender Employment
Yes, under 18 34% Less than $25K 16% Married men 23% Work full-time 47%
Yes, over 18 8% $25K-$49K 28% Married women 22% Work part-time 9%
Yes, both 3% $50K-$74K 21% Other men 22% Self employed 7%
Total yes 45% $75K-$99K 14% Other women 31% Retired 15%
No 55% $100K+ 18% Other 22%
Zonal Area Gender Age
Urban 35% Men 45% 18-25 11%
Suburban 34% Women 53% 26-40 32%
Rural 24% Other/NA 1% 41-55 30%
56-75 27%
Ethnicity Education Homeowner/Renter
Caucasians 68% 0-12 years 25% Renters 33%
Hispanics 19% 13-15 years 38% Homeowners 62%
African Americans 9% 16 years 23%
Asians 3% 17+ years 14%

8. SAMPLE CHARACTERISTICS

9. 9
HOUSEHOLD DOG/CAT
OWNERSHIP
58%
24%
18%
76%
42%
0%
20%
40%
60%
80%
Yes, dog Yes, cat Yes, both a dog
and a cat
Total dog Total cat
Q2: “Do you or does anyone in your household own a dog or a cat?”

10. 10
57%
27%
9%
4% 2%
0%
20%
40%
60%
1 2 3 4 5+
49%
29%
11%
5% 5%
0%
20%
40%
60%
1 2 3 4 5+
NUMBER OF DOGS & CATS PER HH
Q4: “How many dogs are owned by people in your household?” (N=1,515)
Q5: “How many cats are owned by people in your household?” (N=844)
DOGS
CATS

11. SOURCES FOR HEALTH CARE

12. 12
59%
9%
8%
5%
3%
3%
3%
2%
2%
1%
4%
0% 20% 40% 60%
Scheduled veterinarian visits at the clinic
Do research online and treat the pet myself*
Vaccine clinics in the community**
Emergency medical treatment at an animal hospital**
In-home visits from our veterinarian**
Mobile veterinarian pop-up clinics in the community**
Online chat with a retailer through their website*
Phone consultations*
Virtual telemedicine/telehealth appointments*
Something else
None/nothing
*Total Digital Access User:
16%
**Total Touch Point Service
User: 19%
Total Alternative Source:
36%
WHILE 59% OF PET OWNERS SAY THAT VETERINARY
PRACTICE VISITS ARE THEIR MOST COMMON SOURCE FOR
HEALTHCARE, OVER 40% LOOK TO ALTERNATIVES OR DO
NOT GO AT ALL ANNUALLY
Q6: “Next, thinking about your pet’s health care – which one of the following is the most often used source of health care for your pets?”

13. 13
58%
10%
7%
5%
5%
4%
4%
2%
2%
1%
2%
0% 20% 40% 60%
Scheduled veterinarian visits at the clinic
In-home visits from our veterinarian**
Vaccine clinics in the community**
Mobile veterinarian pop-up clinics in the community**
Do research online and treat the pet myself*
Virtual telemedicine/telehealth appointments*
Emergency medical treatment at an animal hospital**
Phone consultations*
Online chat with a retailer through their website*
Something else
None/nothing
*Total Digital Access User:
13%
**Total Touch Point Service
User: 26%
Total Alternative Source:
39%
IDEALLY, MANY ALTERNATIVE SOURCES WOULD INCLUDE
ACCESS TO VETERINARIANS OUTSIDE OF THEIR
PRACTICES AND LESS DIGITAL ACCESS
Q7: “And, in your opinion, which one of the following is the ideal way your pets would receive health care?”

14. PROFILES OF PET OWNERS

15. 15
Some pet owners only always go to the veterinarian for all their pet’s health needs: preventative,
illnesses, accidents, chronic care, and palliative care.
These pet owners are typically white, married, suburban Gen X and Boomers who do not tend to have
children currently living with them. Many are retired, but those that do work make well over $100k in
annual HH income.
These pet owners spend well over $500 on their pet’s health needs a year – much more than other types
of pet owners. The vast majority of this spend is only with scheduled visits with their veterinarian. They
report going to their veterinarian at least twice every year, and the only reason they do not go more is
because their pets are healthy – there is no perceived need to go more.
Profile: Scheduled Vet Visits
“I only go to the veterinarian for all my pet’s health needs.”
• 74% report their most often used source for
veterinary care (scheduled veterinary visits), is also
their ideal way of accessing veterinary care.
• 10% report they would ideally like to access their
veterinarian through in-home visits.
59% of total
population
Most often used x ideal source

16. 16
KEY DEFINING CHARACTERISTICS
KEY DEMO SKEWS PET SPEND
54
%
46
%
Urban 32%
Suburban 36%*
Rural 26%
Suburban 36%*
Gen X, Boomers 32%*, 33%*
Caucasian 76%*
Homeowners 67%*
No children 58%*
>100K income 20%*
Retired 19%*
Married 51%*
Health related costs – all pets
more than $500 annually
35%*
More than 80% of all health-
related expenses directly with
veterinarian
35%*
No need to go to veterinarian
for further health-related
reasons
53%*
PROFILE ANALYSIS: SCHEDULED VET
VISIT
ANNUAL VISITS TO THE VET
DOGS
at least 2+ times 47%*
CATS
at least 2+ times 30%*
* Percentage is significantly higher than other groups of pet owners.
PET TYPE
76% 43% 19%
NUMBER OF PETS
56%
44%

17. 17
A significant number of pet owners report they prefer other ways of accessing veterinary expertise and
care outside of scheduled veterinary F2F visits.
These pet owners are typically urban, unmarried younger pet owners (Millennials and Gen Z), Hispanic
or African-American, with children living at home, making less than $50K annually as they are nearly all
working in some capacity (FT, PT, self-employed), many with only a HS education.
These pet owners spend less than $500 on their pet’s health needs a year – much less than pet owners
that seek their pet’s healthcare solely through scheduled veterinary visits. Most spend less than 50% of
their total pet healthcare-related costs directly with the veterinarian, as most go only rarely or maybe
once a year for their dogs and cats. The biggest reason for not going to the vet: the cost.
Profile: Alternative Sources
“I prefer other ways of accessing veterinary care for my pet’s health needs.”
36% of total
population
• Their most often used source for veterinary care is
also their ideal way of accessing veterinary care in
most cases.
• However, unlike those that prefer scheduled
veterinary visits, they make use of many different
types of veterinary and digital care – they are not
tied to one source in their communities.
Most often used x ideal source

18. 18
KEY DEFINING CHARACTERISTICS
KEY DEMO SKEWS PET SPEND
52
%
46
%
Urban 39%*
Suburban 31%
Rural 21%
Urban 36%*
Millennials, Gen Z 40%*, 16%*
Hispanic, African
American
26%*, 14*
Renters 40%*
Children at home 51%*
<$50k income 51%*
Employed (FT, PT, self) 66%*
Not Married 60%*
Health related costs – all pets
less than $500 annually
75%*
Less than 50% of all health-
related expenses directly with
veterinarian
52%*
Biggest reasons to not go to
veterinarian
Cost 32%*
Pet Stress 10%**
I take care of it myself 9%**
PROFILE ANALYSIS: ALTERNATIVE SOURCES
(ALL)
ANNUAL VISITS TO THE VET
DOGS
no vet visits 20%*
CATS
no vet visits 31%*
* Percentage is significantly higher than pet owners that mostly go for scheduled veterinary visits.
** Percentage is indexed higher than pet owners that mostly go for scheduled veterinary visits.
PET TYPE
77% 40% 17%
NUMBER OF PETS
56%
44%

19. 19
Alternative Sources for
Veterinary Care
Touch Point Service Users
Digital Access Users
• Vaccine clinics in the community
• Emergency medical treatment at an
animal hospital
• In-home visits from veterinarian
• Mobile vet pop-up clinics
• Do research online and treat myself
• Online chat with retailer
• Phone consultations
• Virtual telemedicine/telehealth appt
• Vaccine clinics in the community
• Emergency medical treatment at an
animal hospital
• In-home visits from veterinarian
• Mobile vet pop-up clinics
• Do research online and treat myself
• Online chat with retailer
• Phone consultations
• Virtual telemedicine/telehealth appt
TO UNDERSTAND THOSE THAT ACCESS THE
VETERINARIAN THROUGH ALTERNATIVE SOURCES, WE
NEED TO SEPARATE THEM INTO SMALLER, SIMILAR
PROFILES

20. 20
Some pet owners receive most of their pet healthcare through touch point services. This includes
vaccine clinics, emergency medical treatment at an animal hospital, in-home visits, and mobile pop-up
clinics.
These pet owners are typically either Hispanic, African American, or Asian. They are urban, Gen Z and
Millennials who tend to have children currently living with them. Most are employed in some capacity,
but they typically earn between $25K-$49K annually.
These pet owners spend les than $500 annually on their health needs a year, and the majority spend
less than 50% of this directly with a veterinarian. They report going much less to the veterinarian than
those that prefer scheduled vet visits, but they perceive their pet does not need to go more often,
significantly higher than digital access users.
Profile: Touch Point Service Users
“I want to see a veterinarian but not at their practices.”
19% of total
population
• These pet owners engage in many interactions with
veterinarians for their pet’s needs, but they
generally prefer face-to-face encounters.
• For example, Touch Point users who use in-home
visits from their veterinarian also prefer to attend
vaccine clinics in their communities.
Most often used x ideal source

21. 21
KEY DEFINING CHARACTERISTICS
KEY DEMO SKEWS PET SPEND
45
%
53
%
Urban 39%*
Suburban 34%
Rural 19%
Urban 39%*
Gen Z, Millennials 15%*, 38%*
Hispanic, African American,
Asian
30%*, 13%*, 3%**
Renters 40%*
Have children 51%*
$25K—$49K income 35%*
Employed (FT, PT, self) 68%*
Health related costs – all
pets less than $500 annually
72%*
Less than 50% of all health-
related expenses directly
with veterinarian
54%*
Biggest reasons to not go to
veterinarian
No Need 33%^
Cost 27%
Pet Stress 10%**
I take care of it myself 11%*
PROFILE ANALYSIS: TOUCH POINT SERVICE
USERS
ANNUAL VISITS TO THE VET
DOGS
Zero/Rarely, 3+ times 13%*, 12%*
CATS
Zero/Rarely, 3+ times 32%*, 7%*
PET TYPE
76% 40% 16%
NUMBER OF PETS
55%
45%
* Percentage is significantly higher or ** indexed higher than pet owners that mostly go for scheduled veterinary visits.
^ Percentage is significantly higher than pet owners that are digital access users.

22. 22
Some pet owners look to digital alternatives for their pet health care needs. This includes online
research and self-treatment, online chat with a retailer, phone consultations, and virtual telehealth
appointments.
These pet owners' profiles are similar to those of Touch Point Service Users. They are typically Hispanic,
African American, or Asian. They are urban, Gen Z and Millennials who tend to have children currently
living with them. Unmarried men and those who are underemployed are prevalent in this group. This
typical income of this group is less than $25K.
These pet owners spend less than $500 annually on healthcare-related costs for their pets. The majority
spend less than 50% of this directly with a veterinarian. Like touch point pet owners, they report rarely
going to scheduled vet visits, and they cite cost as the primary reason for not visiting a vet more often.
Profile: Digital Access Users
“I prefer to learn about and treat my pet through virtual access.”
16% of total
population
• Unlike other groups of pet owners, digital access
users prefer many different types of digital
interaction as both their most-used and as their
ideal: research online, online chats with retailers,
phone consultations, and telemedicine/telehealth
appointments.
Most often used x ideal source

23. 23
KEY DEFINING CHARACTERISTICS
KEY DEMO SKEWS PET SPEND
46
%
51
%
Urban 39%*
Suburban 28%
Rural 23%
Urban 39%*
Gen Z, Millennials 18%*, 41%*
Hispanic, African American,
Asian
21%*, 16%*, 5%**
Renters 39%*
Have children at home 50%*
Earn less than $50k/ year 53%*
Homemaker/unemployed 26%*
Unmarried men 30%*
HS education 28%*
Health related costs – all
pets less than $500 annually
79%*
Less than 50% of all health-
related expenses directly
with veterinarian
49%*
Biggest reasons to not go to
veterinarian
Cost 37%*^
No Need 24%
Pet Stress 11%**
I take care of it myself 7%**
PROFILE ANALYSIS: DIGITAL ACCESS
USERS
PET TYPE
78% 41% 18%
ANNUAL VISITS TO THE VET
DOGS
Zero/Rarely 28%*
CATS
Zero/Rarely, 3+ times 31%*, 7%**
NUMBER OF PETS
58%
42%
* Percentage is significantly higher or ** indexed higher than pet owners that mostly go for scheduled veterinary visits.
^ Percentage is significantly higher than pet owners that are touch point users.

24. THE IMPACT OF VIRTUAL CARE

25. 25
PET OWNERS WHO PREFER ALTERNATIVE SOURCES FOR THEIR
VETERINARY CARE ALSO REPORT THEY WOULD VISIT THE VET
LESS IF VIRTUAL CARE WAS AN OPTION, WHEREAS THOSE THAT
PREFER SCHEDULED VET VISITS STATE THAT ACCESS TO VIRTUAL
CARE WOULD MAKE NO DIFFERENCE
Q14: “Next, how does, or would, the availability of virtual care with a veterinarian impact the number of in-person visits you make to
your veterinarian’s clinic?”
46%
45%
9%
0% 20% 40% 60%
Having access to virtual care
through a veterinarian would
result in fewer in-person visits
to your veterinarian's clinic
Having access to virtual care
would make no difference in
the number of in-person visits
to your veterinarian's clinic
Having access to virtual care
through a veterinarian would
result in more in-person visits
to your veterinarian's clinic
Scheduled
Visits at
Clinic
Total
Alternative
Source
Touch Point
Service
Users
Digital
Access
Users
Having access to virtual
care through a
veterinarian would result
in fewer in-person visits to
your veterinarian's clinic
44% 51% 52% 50%
Having access to virtual
care would make no
difference in the number
of in-person visits to your
veterinarian's clinic
49% 37% 35% 39%
Having access to virtual
care through a
veterinarian would result
in more in-person visits to
your veterinarian's clinic
7% 12% 13% 11%
All Pet Owners

26. PET HEALTH ANNUAL SPEND

27. 27
ANNUALLY ON THEIR PET’S HEALTH NEEDS, BUT THIS IS
EVEN MORE EXAGGERATED WITH ALTERNATIVE-SOURCE
CLIENTS. PET OWNERS THAT PREFER SCHEDULED VET
VISITS REPORT HIGHER SPENDS THAN OTHERS
Q15: “Now, thinking about pet-related expenses, how much would you say your household typically spends each year on all health
care-related costs for all the pets in your household?”
6%
9%
15%
14%
12%
11%
14%
9%
4%
1%
1%
2%
0% 5% 10% 15% 20%
Less than $50
$50 to $99
$100 to $199
$200 to $299
$300 to $399
$400 to $499
$500 to $999
$1,000 to $1,499
$1,500 to $2,999
$3,000 to $5,000
More than $5,000
Don’t know
69% spend less than
$500 per year
Scheduled
Visits at
Clinic
Total
Alternative
Source
Touch
Point
Service
Users
Digital
Access
Users
$0-$499 63% 75% 72% 79%
$500+ 35% 24% 27% 20%

28. 28
ALTERNATIVE SOURCE PROFILES SPEND SIGNIFICANTLY
LESS WITH THEIR VETERINARIAN THAN PET OWNERS WHO
PREFER SCHEDULED VET VISITS
Q16: “And, what percentage of that total would you say is spent directly with your veterinarian, including both in-person at the
clinic and purchases through the veterinarian’s online website?”
6%
7%
5%
14%
16%
5%
18%
28%
1%
0% 20% 40%
0%
1-10%
11-20%
21-40%
41-50%
51-60%
61-80%
81-100%
Don't know
42% spend less than
50% directly with
their vet.
Scheduled
Visits at
Clinic
Total
Alternative
Source
Touch
Point
Service
Users
Digital
Access
Users
1-50% 36% 52% 54% 49%
51-80% 25% 22% 20% 23%
81%+ 35% 18% 22% 14%
MEAN 66% 50% 54% 45%

29. NEW VETERINARIAN SELECTION
FACTORS

30. 30
A VETERINARIAN THEY FEEL COMFORTABLE WITH, ALTERNATIVE-
SOURCE PET OWNERS PREFER SOMEONE WHO IS AFFORDABLE;
THEY ALSO PREFER VETS WHO OFFER EXPANDED SERVICES AT
THEIR PRACTICES
Q17A: “Now – even if you are satisfied with your current veterinarian – if you had to find a new veterinarian, please tell me which of
the following would be the most important in your selection of a new veterinarian?”
28%
26%
14%
11%
6%
4%
3%
3%
3%
2%
0% 20% 40%
A veterinarian you feel comfortable with
Affordability
A veterinarian with several years of
experience
A convenient location
A veterinarian who offers telehealth
appointments/virtual visits
The speed of service at the clinic
A veterinarian who offers telephone
consultations
A clinic that offers online bookings
A clinic that offers online purchases
A clinic with curbside assistance
21% want
vets who offer
expanded
services.
Scheduled
Visits at
Clinic
Total
Alternative
Source
Touch
Point
Service
Users
Digital
Access
Users
Comfortable with 36% 15% 16% 14%
Affordability 23% 29% 27% 31%
Experience 15% 12% 12% 11%
Location 12% 10% 12% 8%
Telehealth 4% 9% 7% 11%
Speed 3% 5% 6% 4%
Phone consult 2% 5% 5% 5%
Online bookings 2% 5% 4% 5%
Online purchases 1% 5% 5% 5%
Curbside assistance 1% 4% 4% 5%
Total (expanded
services)
13% 33% 31% 35%
<<First choice responses>>

31. 31
KEY IMPLICATIONS
• These pet owners prefer F2F healthcare service from
a veterinarian, but they don’t like the cost associated
with scheduled vet visits
✔ The opportunity here is to identify consistent in-
person experiences for pet healthcare and deliver on
those experiences in a way that doesn’t feel
compromised because it is low-cost: vaccine clinics,
pop-up clinics are most popular
• While they make look like Touch Point Service Users,
these pet owners feel more empowered to treat their
pets themselves – they just need access to reliable
information
✔ They value telemedicine, so creating accessible low-
cost telemedicine services is key
✔ Most alternative-source pet owners indicate they
would skip scheduled vet visits they had ready
access to virtual care
Touch Point Service Users
Digital Access Users
Alternative Source Users
• Almost 40% of pet owners seek alternative sources
for their veterinary needs
• These pet owners live in urban environments, are
younger, and more likely to be Hispanic or African-
American
• They are very cost-sensitive, but most would prefer
some type of low-cost veterinary outreach in their
urban communities
• They want their veterinarian to be affordable, but
they also want expanded service options made
available for them
✔ Give them localized, urban, low-cost pop-up clinics
as the most-popular solution for their pet’s
healthcare needs
✔ Make them comfortable and empowered as pet
owners meeting their pet’s healthcare needs
✔ The opportunity here is in the scale that you can
offer for many pet owners living in urban centers

32. We are data storytellers.
Our mission is to help you build a complete story, a
product/service customer journey, using research and
analytics. With our unparalleled expertise with pet
owners, veterinarians, and benefits
administrators/brokers, we can help you ask the key
questions:
o What are their real needs?
o What are the perceived pain points?
o What are some solutions?
o How can we get there?
With strong data paired with appropriate analysis, we will
empower you to make the best decisions possible. We
identify and help establish connections between your
customers and you.

33. HOW CAN WE HELP?
• APG | O’Hara helps companies and organizations identify gaps in intelligence and
implement strategies to overcome those gaps to achieve market success.
• Most organizations have copious amounts of data but lack the resources to enable strategic,
data-driven decision-making.
• Kerry O’Hara has nearly three decades invested in the science behind analytics; she is
acutely aware of the struggles most organizations face when trying to create these
environments. Understanding what your business is and where it needs to go are the basis
for success in a cluttered and complicated business arena. Devising methods to overcome
the complicated marketplace is where Kerry thrives.