Across Europe, veterinary pricing and transparency are under increasing scrutiny. Recent investigations by the Competition and Markets Authority in the UK, as well as reviews in France and the Netherlands, have highlighted similar concerns around rising costs, limited price visibility and barriers to effective competition. Sweden now adds to this movement with a detailed analysis by the Swedish Competition Authority.
‘Significant problems in price transparency’
The Swedish report identifies ‘significant problems’ in veterinary price transparency, particularly for non-prophylactic care. It finds that pet owners often lack clear, accessible information before choosing a provider and can receive incomplete or unclear estimates when making treatment decisions. Final costs can also be difficult to predict, especially when additional procedures are required.
‘Complexity of veterinary care’
From a clinical perspective, this reflects the complexity of veterinary medicine: treatments are rarely standardised, and pricing structures can be detailed and difficult to communicate. As a result, comparing providers or exerting price pressure remains challenging. The report also notes limited competition in certain regions, particularly for emergency care, alongside rising costs – up by around 40–50% since 2020.
Proposed solutions for better transparency
The report proposes a range of measures, including national treatment guidelines, improved online price information, and stronger consumer protection frameworks. For veterinary teams, the initiative brings both challenges and opportunities. Practices might need to:
- Provide clearer treatment plans and cost estimates
- Adapt pricing structures to improve comparability
- Strengthen client communication
An English summary of the report can be found here.
(Photo ©Gratian Djurklinik)