Pharmacy2U welcomes the results of the CMA’s Veterinary Market Investigation

Pharmacy2U today (15th October 2025) welcomes the announcement from the Competition and Markets Authority (CMA) that reinforces the importance of transparency in pet medication pricing. Their provisional decision highlights how pet owners can save more than 50% by requesting prescriptions from their vets and shopping online instead. 

We believe that looking after your pet and their healthcare shouldn’t be complicated or leave you out of pocket, and that’s why we started our Pet Health service in the first place: to give pet owners more choice, fair prices, and the convenience of home delivery. 

Today, we’re proud to support over 100,000 pet owners and counting, all seeking low-cost pet medication and essentials online with deliveries straight to their door. The CMA’s provisional decision could make it easier for more pet owners to shop online, as it recommends that all veterinary practices inform pet owners that they can obtain written prescriptions and that medicines may be more affordable online, as well as capping the fee for providing written prescriptions. 

The proposal to improve transparency around prices and the availability of prescriptions that can be bought elsewhere will give pet owners the power to make more informed choices and access essential treatments that will remain both accessible and affordable for all. 


Neil Younger, Veterinary Services Director, Pharmacy2U:  

“For 60% of households with a pet, unexpected costs are a common part of ownership, and today’s CMA findings expose just how much pet owners could be overpaying for medication. The reality is, many owners don’t realise they can save significantly by buying their pet’s medication from alternative, often cheaper, suppliers, saving over 50% through trusted online pet pharmacies.  

“We launched our pet health service to make it simpler and more affordable for owners to look after their animals, giving over 100,000 pet owners access to greater choice, fair pricing, and the ease of home delivery. 

“The CMA’s proposal to improve price transparency will empower pet owners to make informed choices and help ensure that essential treatments remain both accessible and affordable for all." 

For more on our Pet Health service, visit our website. 


A summary of the CMA’s provisional decision in its veterinary market investigation 

The CMA’s investigation has identified serious competition concerns across the £6.3 billion UK veterinary services market. With veterinary prices rising by 63% between 2016 and 2023, far outpacing inflation, it has been found that this is seriously affecting pets and their owners by limiting access to fair pricing and informed choices. 

The investigation uncovered several significant issues, including a lack of price transparency, limited ability to compare practices, widespread overpayment for medicines, high costs for cremations and pet care plans, a weak complaints system, and profits in parts of the market significantly higher than they should be. 

As a result, the CMA have proposed 21 possible solutions in total, including: 

  • Veterinary practices will be required to publish clear price lists for their services and treatments, as well as disclosing ownership structures 

  • The price of written prescriptions will be capped at £16, with repeat prescriptions provided automatically when clinically appropriate  

  • For any treatment expected to cost more than £500, practices must provide a detailed written estimate upfront so pet owners are fully informed at the earliest opportunity 

  • All bills must clearly itemise all charges, including services, medications, and diagnostics, while pet care plans must have transparent pricing and make clear what is and isn’t included 

  • The existing ‘Find a Vet’ tool should be enhanced with pricing information for common services and ownership details to allow pet owners to compare practices and prices more efficiently 

  • Practices must clearly display prices for pet cremation services to reduce distress and confusion during a sensitive time 

  • The Veterinary Surgeons Act 1966 should be updated to reflect the modern market and regulations should extend beyond individual vets to include veterinary businesses 

The provisional decision does not mean that changes have to be implemented immediately. Anyone who wishes to respond to the consultation should submit their response by November 12, 2025, with a final decision expected by March 2026. This will be implemented by a legally binding CMA order with a phased rollout and flexibility for smaller practices.  

For more information, read more about the investigation here. You can also visit the CMA website here.