• Scope and Methodology
  • Market Definition
  • Report Methodology
  • Market Size Estimates
  • Consumer Trends
  
  
• Market Trends
  • North American Market Posts Double-Digit Growth
  • Figure 1-1: Share of North American Pet Insurance Market: United States vs. Canada, 2007 (percent)
  • Number of Policies in Force
  • North American Market at Pivotal Stage
  • Aging Pet Population Keeps Focus on Pet Health
  • Pet Humanization and Pampering
  • Looking Ahead
  
  
• Competitive Trends
  • Top North American Marketers
  • Figure 1-2: Estimated Share of North American Pet Insurance Market by Company, 2005-2007 (percent)
  • The New Competitive Landscape
  • Purina Set to Enter U.S. Market
  • The Underwriting Advantage
  • Seasoned Executives Form New Companies, Summit
  • The U.K. Influx
  • Simplification and Customization
  • High-Tech Backfilling—and “Forefilling”
  
  
• Consumer Trends
  • 52% of Households Keep Pets
  • Figure 1-3: Household Ownership Rates for Selected Pet-Owning Classifications, 2007 (percent of U.S. households)
  • Consumer Usage of Pet Insurance Usage

Chapter 2: Market Trends

• Introduction
  • Market Definition
  • Equine Insurance Excluded
  • Range of Coverage
  • Typical Restrictions
  • Other Services
  • Gross Written Premiums and Conversion Rates
  
  
• Market Size and Composition
  • North American Market Posts Double-Digit Growth
  • U.S. Pet Insurance Market Revenues
  • Table 2-1: North American Pet Insurance Market Revenues: United States, Canada, Total, 2003-2007 (in millions of U.S. dollars)
  • Canadian Pet Insurance Market Revenues
  • Figure 2-1: Share of North American Pet Insurance Market: United States vs. Canada, 2007 (percent)
  • Number of Policies in Force
  • Figure 2-2: North American Pet Insurance Market: Number of Pet Insurance Policies in Force, 2005-2007
  • Share of Policies by Animal Type
  • Figure 2-3: Share of U.S. Pet Insurance Market Revenues by Animal Type, 2007 (percent)
  • VPI Pinpoints Top 10 Pet Insurance Claims
  
  
• Market Outlook
  • North American Market at Pivotal Stage
  • Rising Veterinary Costs and Spending
  • Table 2-2: Caring for Pet’s Health: Veterinarian Visits, Expenses and Services Received, 2006 (number, percent and dollars)
  • Figure 2-4: Percentage of Dogs and Cats Given Medication and/or Drugs: 2000-2006 (percent)
  • Consumer Spending on Veterinary Services on the Ups
  • Table 2-3: Average Annual Consumer Expenditures on Veterinary Services, 1996-2006
  • Most Veterinarians Behind Pet Insurance
  • Aging Pet Population Keeps Focus on Pet Health
  • Figure 2-5: Distribution of $25.3 Billion U.S. Pet Healthcare Market, 2007 (percent)
  • Figure 2-6: Percentage Dogs, Cats and Horses Age 6 and Over, 1996 vs. 2006 (percent)
  • Pet Food Recall Puts Spotlight on Pet Health
  • Rising Rates of Pet Overweight, Obesity
  • Pet Humanization and Pampering
  • Table 2-4: Mean Number of Veterinary Visits by Human-Animal Bond Among Dog and Cat Households, 2006
  • Table 2-5: Mean Veterinary Expenditures by Human-Animal Bond Among Dog and Cat Households, 2006
  • Pet Population Trends Mostly Favorable
  • Table 2-6: Number of U.S. Households That Own a Pet: 1990-2006 (in millions)
  • At Least 39 Million Pet Households “Prime Prospects” for Pet Insurance
  • Table 2-7: Dog and Cat Owners by Level of Household Income, 2007 (percent, number of households and index)
  • Internet Popularity Among Pet Owners a Big Plus
  • Figure 2-7: Percentage Rates for Use/Influence of Internet: Overall Households vs. Dog- or Cat-Owning Households, 2007 (percent)
  • Media Perceptions Still a Mixed Bag
  
  
• Looking Ahead
  • More Competition and Consumer Awareness
  • Wal-Mart?
  • Effects of 2008 Recession
  • The Boomer Question
  • Figure 2-8: Projected Percentage Population Growth by Age Group, 2005-2015
  • Table 2-8: Pet Ownership Indices: By Adult Age Bracket, 2006 (indices of U.S. households)
  • Double-Digit Revenue Gains Expected to Continue
  • Table 2-9: Projected North American Pet Insurance Market Revenues: United States, Canada, Total, 2007-2012 (in millions of U.S. dollars)

Chapter 3: Competitive Trends

• Overview
  • Top North American Marketers
  • Table 3-1: North American Marketers of Pet Insurance, 2007
  • Figure 3-1: Estimated Share of North American Pet Insurance Market by Company, 2005-2007 (percent)
  • Figure 3-2: Estimated Share of U.S. Pet Insurance Market by Company, 2005-2007 (percent)
  • Figure 3-3: Estimated Share of Canadian Pet Insurance Market by Company, 2005 vs. 2007 (percent)
  • The New Competitive Landscape
  • Purina Set to Enter U.S. Market
  • The Underwriting Advantage
  • Company Snapshot: Trupanion/Vetinsurance
  • Seasoned Executives Form New Companies, Summit
  • Company Snapshot: Pets Best
  • The U.K. Influx
  • Company Snapshot: Fetch, Inc. (Petplan U.S.)
  • Simplification and Customization
  • Company Snapshot: Embrace Pet Insurance
  • High-Tech Backfilling—and “Forefilling”
  • Company Snapshot: EnsurApet
  • Outside Competition in the Form of Managed Care
  • Pet Assure
  • CareCredit
  • Pethealth
  
  
• Competitor Profile: Hartville Group, Inc.
  • Company Overview
  • Types of Plans
  • Management Shakeup Precedes Growth
  • Company Signs Deal with ASPCA
  • Hartville Doubles Premiums in 2007
  • Figure 3-4: Hartville Group Gross Written Pet Insurance Premiums, 2001-2007 (in millions of dollars)
  • Number of Active Policies up 101%
  • Figure 3-5: Hartville Group Number of Active Pet Insurance Policies, 2001-2007
  • Consumer Marketing
  • Looking Ahead
  
  
• Competitor Profile: PetFirst Healthcare LLC
  • Company Overview
  • Simple Pricing, Up Front
  • Figure 3-6: Monthly Premiums: PetFirst Comprehensive Pet Insurance Plans, 2007 (in dollars)
  • Online Policy Management
  • Retail Distribution Through Kroger, Others
  • Value Appeal
  • Financial Services as Store Loyalty Builder
  • Kroger Company Snapshot
  • Other Retail Partners
  • PetFirst Expands Company Benefits Business
  • Home Again
  • Looking Ahead
  
  
• Competitor Profile: Pethealth, Inc.
  • Company Overview
  • 24PetWatch Pet Registry Services
  • PetPoint Shelter Management Software
  • PawsConnect.com Social Networking Website
  • Steady Revenue Growth
  • Figure 3-7: Pethealth Revenues, 2001-2007 (in millions of Canadian dollars)
  • Pet Insurance Performance
  • Figure 3-8: Pethealth Pet Insurance Gross Written Premiums, 2001-2007 (in millions of U.S. dollars)
  • Number of Policies
  • Figure 3-9: Number of Pethealth Pet Insurance Policies in Force, 2001-2007
  • United States v. Canada
  • Figure 3-10: Share of Pethealth Pet Insurance Gross Written Premiums: U.S. vs. Canada, 2005-2007 (percent)
  • Pet Insurance Programs and Marketing
  • Distribution Channels
  • Underwriting Participation
  • Company Adds Maintenance Coverage
  • Company Extends Petco Pact
  • Company Teams up with H-E-B
  • Company Expanding Buckslip Technology
  • EVE Online Claims Processing
  • Company Moves into Managed Care
  • Looking Ahead
  
  
• Competitor Profile: PetPartners, Inc.
  • Company Background
  • Company Strategy
  • Policy Types
  • Looking Ahead
  
  
• Competitor Profile: SecuriCan General Insurance Company
  • Company Background
  • HED (Hayhurst Elias Dudek, Inc.)
  • Premiums, Policies Rising at Double-Digit Rates
  • Figure 3-11: SecuriCan Pet Insurance Gross Written Premiums, 2003-2007 (in millions of U.S. dollars)
  • Figure 3-12: SecuriCan Pet Insurance Number of Active Policies, 2005-2007
  • Petplan: SecuriCan’s Flagship Brand
  • Marketing Venues
  • SecuriCan Launches PurinaCare Brand
  • PC Financial Brand Targets Loblaw Supermarket Crowd
  • CAA Brand Reserved for Auto Club Members
  • Strategic Alliances
  • Looking Ahead
  
  
• Competitor Profile: Veterinary Pet Insurance Co.
  • Company Overview
  • Recent Company Milestones
  • Policy Types
  • Emphasizing WellCare
  • Commitment to Benefits Schedule
  • Belief in Indemnity Insurance
  • Adherence to Regulation
  • 2007 Revenues of $150 Million
  • Table 3-2: Veterinary Pet Insurance Gross Written Premiums, 1998-2007 (in millions of dollars)
  • Figure 3-13: Share of Veterinary Pet Insurance Gross Written Premiums by Policy/Rider Type, 2004-2007 (percent)
  • Consumer Advertising Targets Niche Markets
  • Table 3-3: National Consumer Advertising Expenditures by Veterinary Pet Insurance, 2000-2006 (in thousands)
  • “Family Redefined” Campaign Expanded
  • Public Relations Mix “Fun Facts” with Valuable Pet Health Tips
  • Web-Based Marketing and Support
  • Working with Iams
  • Veterinary Channel Remains VPI Stronghold
  • Industry Leader in Voluntary Benefits Arena
  • Looking Ahead

Chapter 4: Consumer Trends

• Pet Ownership Overview
  • Methodology and Data Sources
  • 52% of Households Keep Pets
  • Figure 4-1: Household Ownership Rates for Selected Pet-Owning Classifications, 2007 (percent of U.S. households)
  • Table 4-1: Household Penetration Rates for Selected Dog- or Cat-Owning Classifications, 2005 vs. 2007 (percent of U.S. households)
  • Pet Owner Demographics
  • Dog and Cat Owner Demographics
  • Table 4-2: Demographics for Pet Ownership, 2007 (percent, number and index of U.S. pet-owning households)
  • Table 4-3: Demographics for Dog or Cat Ownership, 2007 (percent, number of households, and index)
  • Table 4-4: Demographics for Dog Ownership, 2007 (percent, number of households, and index)
  • Table 4-5: Demographics for Keeping One Pet Dog, 2007 (percent, number of households, and index)
  • Table 4-6: Demographics for Keeping Two or More Pet Dogs, 2007 (percent, number of households, and index)
  • Table 4-7: Demographics for Cat Ownership, 2007 (percent, number of households, and index)
  • Table 4-8: Demographics for Keeping One Pet Cat, 2007 (percent, number of households, and index)
  • Table 4-9: Demographics for Keeping Two or More Pet Cats, 2007 (percent, number of households, and index)
  • Table 4-10: Demographics for Keeping Pet Dogs and Cats, 2007 (percent, number of households, and index)
  
  
• Pet Owners and Insurance
  • APPMA Consumer Survey Charts Pet Insurance Usage
  • The Dog Insurance Purchaser
  • The Cat Insurance Purchaser
  • Pet Owners Out Front for Many Types of Insurance
  • Pet Owners on the Web
  • Table 4-11: Demographic Characteristics for Purchasing of Dog Insurance, 2007 (percent of U.S. adults)
  • Table 4-12: Top Demographic Characteristics Favoring Purchasing of Cat Insurance, 2007 (percent of U.S. adults)
  • Table 4-13a: Penetration Rates for Selected Types of Insurance: Overall Households vs. Dog- or Cat-Owning Households, 2007 (percent)
  • Table 4-13b: Indices for Selected Types of Insurance: Overall Households vs. Dog- or Cat-Owning Households, 2007
  • Table 4-14a: Percentage Rates for Use/Influence of Internet: Overall Households vs. Dog- or Cat-Owning Households, 2007
  • Table 4-14b: Indices for Use/Influence of Internet: Overall Households vs. Dog- or Cat-Owning Households, 2007

Appendix: North American Pet Insurance Providers