Pill Popping Pets

The practice of prescribing medications designed for humans to animals has grown substantially over the past decade and a half, and pharmaceutical companies have recently begun experimenting with a more direct strategy: marketing behavior-modification and “lifestyle” drugs specifically for pets. The New York Times reports that the combination of new drug therapies and training techniques can solve problems that previously have led to euthanasia.

More than 20% of dogs in the U.S. are overweight, leading to approval of the country’s first canine anti-obesity drug, Slentrol by Pfizer. The average lifespan of a dog has increased (to about 13 years), and drugs like Anipryl have been developed to address cognitive dysfunction associated with aging.

The term “humanization” is sometimes used to describe the growth of the pet industry and the rise of modern pet pharmaceuticals. Americans spent over $49 billion on pet products and services in 2007, a clear increase from $11.5 billion in 2003. This growth is fueled both by more pets and by more spending per pet, especially from wealthy baby boomers whose children have graduated from college. An estimated one-third of total spending (and the fastest growing sector) is on health care, including root canals, chemotherapy, liposuction, mood pills, etc.

Furthermore, according to The New York Times, “Surveys by the American Pet Products Manufacturers Association found that 77% of dog owners and 52% of cat owners gave their animals some sort of medication in 2006, both up at least 25% from 2004. Sales of drugs for pets recently surpassed those for farm animals. Eli Lilly created its “companion animal” division at the beginning of 2007 and over the next three years hopes to release several other drugs. Pfizer, whose companion animal revenues have grown 57% since 2003 to nearly $1 billion, hopes to develop medications for pain, cancer and behavioral issues. Most consumer spending is still on traditional pet medications like anti-parasitics, but Ipsos, a marketing research firm, estimates that at least $15 million was spent on behavior-modification drugs in the United States in 2005.”