May 9, 2025 — The Hague, Netherlands — The Netherlands Authority for Consumers and Markets (ACM) has officially launched a market investigation into veterinary services for pets, unveiling its research methods and inviting vets, pet owners, and other stakeholders to contribute feedback by June 3, 2025.
The investigation comes amid growing concerns over rising costs, limited availability of emergency services, and the impact of recent clinic acquisitions by corporate chains. With more than half of Dutch households owning a pet, the ACM aims to determine whether the veterinary services market is functioning fairly and effectively for consumers.
Rising Demand, Limited Supply
The ACM highlights several challenges currently affecting the sector. While many veterinarians work with dedication and care, pet owners increasingly report being surprised by high treatment costs—often under stressful and emotional circumstances. Compounding the issue is a structural shortage of both vets and veterinary assistants, intensifying pressure on practitioners and limiting service availability in certain regions, particularly during emergencies.
Recent consolidation in the sector, with independent clinics being acquired by larger chains, has also raised concerns about reduced consumer choice and market concentration.
Scope of the Investigation
The ACM will focus on three main areas:
- How pet owners make decisions and the information available to them.
- The range of service options available in different regions.
- The business models and strategies of veterinary providers.
The goal is to assess whether pet owners have sufficient options, clear information, and fair treatment when seeking care for their animals.
“A well-functioning market is one where consumers are informed, have genuine choices, and receive fair treatment,” the ACM said in a statement. “We want to understand whether this holds true for veterinary services.”
Stakeholder Engagement
ACM is inviting input from all parts of the sector, including veterinarians, clinics, trade associations, and pet owners. Feedback on the published research method can be submitted via www.acm.nl/marketstudyvetclinics through June 3.
To promote transparency, the ACM will publish responses from businesses and organizations on its website, while responses from individual pet owners will remain confidential.
What Comes Next
The investigation into veterinary services is one of several market studies ACM plans to conduct in 2025. These studies help the authority understand broader market dynamics and potential consumer harms even in the absence of formal rule violations. If the veterinary services market is found to be underperforming, the ACM may issue recommendations or propose measures to improve its functioning.
Preliminary findings and recommendations are expected to be published by the end of 2025.
