The outlook for UK and North America pet insurers remains positive over the next five years. Despite the recessionary environment and the squeeze on household incomes, pet insurance has been the fastest growing category in insurance sales. Recent industry analysis suggests that from 2008 to 2012, the UK market has increased by 35 percent. Market penetration is at about 35 percent in the United Kingdom, and gross written premium is forecast to hit $1.5 billion per year by 2017. This is compared to a less than 2 percent penetration in the United States. North American markets represent significant commercial opportunity.