FTC staff has doggedly tracked down information about competition in the pet medications industry for the past several years. Why? Because it’s a large and growing consumer market. With 65 percent of American households owning a pet, and retail sales of prescription pet medications expected to top $10 billion by 2018, it is clearly a market where competition could benefit consumers. Most consumers pay for pet meds out-of-pocket and do not have pet health insurance that covers these expenses.