Key Drivers of Change in the Animal Health Industry

The animal health industry is undergoing significant transformation, shaped by shifting demographics, new technologies, and evolving regulatory expectations. For animal health companies, veterinary businesses, and life sciences investors, understanding these drivers is essential to remain competitive and sustainable.

As a UK-based animal health consulting firm, we help clients navigate these changes through strategic insight, technical expertise, and commercial advisory services tailored to veterinary markets.

Growing Pet Ownership and Changing Consumer Expectations

A new generation of pet owners is reshaping the companion animal health sector. Millennials and Gen Z consumers are more likely to seek premium, preventative care, and wellness-oriented veterinary services. As pets are increasingly treated as family members, demand is rising for advanced veterinary diagnostics, pet nutrition, and ongoing healthcare solutions.

This shift opens new opportunities for innovation in pet health products, diagnostics, and subscription-based services. Companies that align their go-to-market strategy with changing consumer behaviour are best positioned for growth.

Livestock Health: Efficiency, Traceability and Sustainability

In the livestock health sector, the focus has moved beyond productivity alone. Farmers and producers face pressure to improve traceability, reduce emissions, and comply with sustainability and welfare regulations. Solutions that support better antimicrobial stewardship, disease prevention, and digital tracking are in increasing demand.

Precision livestock farming and innovations that enhance feed conversion and environmental impact are also driving adoption across global markets.

Regulation Driving Innovation in Animal Health

Tighter controls on veterinary pharmaceuticals, especially antibiotics, are shifting the industry towards proactive, evidence-based veterinary care. As new VMD-driven policies are adopted, companies must respond not just with compliance but with strategic innovation.

Navigating regulation can unlock early market access and investor confidence—particularly for those developing biologics and next-generation veterinary treatments.

Addressing Unmet Needs Through Veterinary Innovation

Chronic conditions, ageing pets, and zoonotic risks present ongoing gaps in the standard of care. There is a growing opportunity for long-acting injectables, combination therapies, and targeted nutraceuticals to fill these gaps.

Veterinary innovation increasingly draws from the human health space—monoclonal antibodies, mRNA vaccines, and AI-driven diagnostics are moving from proof-of-concept to clinical application. These approaches promise better patient outcomes and operational efficiency for veterinary teams.

The Shift Toward Specialty and Data-Driven Care

Veterinary practices are embracing data-led care models, supported by tools such as digital imaging, AI-based pathology, and automated communications. The move toward specialist veterinary services is being driven by both clinical need and owner expectations.

Practice management software and client engagement platforms help streamline operations and enhance decision-making. Companies that integrate digital services into their commercial model will be better equipped to scale and differentiate.

Strategic Advice for Animal Health Growth

For businesses operating in or entering the animal health sector, understanding these market shifts is critical. Whether your focus is on new product development, regulatory compliance, or international growth, a clear commercial strategy will position your brand for success.

At Mulfra.co, we provide animal health consulting services across the full product lifecycle. Our expertise spans veterinary pharmaceuticals, diagnostics, feed and supplement innovation, and global market access. We help startups and established firms align with market trends, anticipate regulatory change, and unlock long-term growth.