Background: A Market in Need of Modernisation
The UK’s competition watchdog, the Competition and Markets Authority (CMA), has launched a set of reforms aimed at transforming how veterinary services are priced and presented to consumers. Following an investigation into the veterinary sector, the CMA found that pet owners often struggle to compare prices and understand whether their local practice is part of a larger corporate group. The watchdog’s provisional findings suggest that the £6.3 billion market is ripe for modernisation to better serve the needs of households and their animal companions.
Crucially, the CMA’s assessment points to higher prices at large vet groups compared with independent practices. On average, pet owners were found to pay 16.6% more at big chains. The watchdog also highlighted that many consumers are unaware of the prices for commonly used services, or whether a local surgery belongs to a larger chain, which can complicate decision-making and lead to higher outlays.
What the CMA Recommends
In its findings, the CMA proposed 21 concrete measures designed to increase price transparency and consumer choice. A core suggestion is for vet businesses to publish comprehensive price lists for standard services and treatments. This includes clear indication of whether a practice is part of a national or regional group, helping owners to compare options more easily across locations.
The CMA also urged reforms intended to ensure that commercial structures do not impede a veterinarian’s ability to act in the best interests of animals and their owners. This includes ensuring policies and processes allow veterinarians to provide care without being indirectly influenced by chain-wide price pressures or corporate strategy.
Medicines and Prescription Pricing
One of the CMA’s most impactful proposals addresses prescription costs. The watchdog noted that pet owners can pay hundreds of pounds more for medicines when bought through a practice than online, a gap that could be reduced with clearer pricing and a potential price cap on written prescriptions. The CMA’s plan also promotes the development of a price comparison website, enabling households to search and compare medicine prices and other services easily.
Who Could Be Affected and Why It Matters
The CMA’s inquiry focused on the country’s six largest veterinary groups, which own a significant share of British practices. Among these are two listed companies—CVS and Pets at Home—and three privately held groups backed by private equity—IVC, VetPartners, and Medivet—while Linnaeus is owned by Mars Petcare. The study linked acquisitions by larger groups to a 9% rise in average prices four years after a deal, suggesting consolidation may reduce price competitiveness.
These findings matter for millions of pet owners who value transparency and predictability when budgeting for animal care. The CMA emphasised that at present, consumers lack reliable information about ownership structures and price points, often leading to uncertainty and higher costs when seeking essential services.
Next Steps and Timelines
The CMA’s findings are currently provisional. Stakeholders have until next month to submit comments before a final decision is published next year. This process is part of a broader push to overhaul a regulatory framework that dates back to 1966, which the CMA argues no longer adequately protects consumers or promotes fair competition within veterinary services.
Implications for Pet Owners
If the CMA’s recommendations are adopted, pet owners could experience clearer pricing, greater transparency about ownership, and improved access to cost-saving options such as online medicine purchases or price-comparison tools. “Pet owners are often left in the dark, not knowing whether their practice is independent or part of a chain or what a fair price looks like,” said the inquiry group chair. “They may commit to expensive treatment without understanding the price in advance and don’t always feel confident asking for a prescription.”
Looking Ahead
The CMA’s proposals aim to empower consumers to choose the right vet, the right treatment, and the right way to purchase medicine—without confusion or unnecessary costs. As the sector awaits a final ruling, the industry is watching closely for how mandatory price transparency and ownership disclosures could reshape pricing strategies, consumer trust, and competition among veterinary providers.
