Just like people in Japan who continue to outlive people in other countries, their pets are developing longer life expectancies thanks to advances in medical science.

But as owners increasingly worry about soaring medical bills, they are taking out private pet insurance to lessen the burden.

The market, which covers such pets as cats and dogs, has seen annual growth of nearly 20 percent and was worth about ¥49 billion ($450 million) at the end of March last year, according to a private survey.