Stockholm, 6 May – The Swedish Competition Authority has launched an in-depth investigation into the lack of price transparency in the country’s animal healthcare sector, amid concerns it may be distorting competition and driving up costs for pet owners.
The inquiry, part of a government-mandated assignment announced in March, comes at a time of significant growth and consolidation in the veterinary industry. While the number of clinics has expanded over time, market concentration has also increased — raising questions about whether consumers are able to compare prices effectively when seeking care for their pets.
“Parts of the animal healthcare market may suffer from a lack of price transparency, which can hinder competition and contribute to higher prices for consumers,” said Leif Nordqvist, who is leading the investigation. “We are exploring what information, if made available, could help pet owners make better-informed choices.”
As part of the project, the Authority has begun consultations with a wide range of stakeholders, including veterinary and animal welfare organizations, insurers, and industry experts. These discussions, according to Nordqvist, have confirmed that pricing is a growing concern for both businesses and consumers.
In the coming months, the Authority will collect data from veterinary companies through formal information requests and conduct interviews with competition authorities in other EU countries and the UK, where similar markets exist. A survey targeting pet owners is also planned for after the summer to better understand their experiences and expectations around pricing.
The findings of the investigation are expected to result in concrete proposals to improve price transparency and strengthen competition in the market. The Authority is due to submit its final report to the government by March 1, 2026.
