Industry Trends in the UK and US Veterinary Markets (2025)

Telemedicine and Digital Health

One of the most notable advancements in veterinary care is the increasing adoption of telemedicine. The COVID-19 pandemic accelerated the development of virtual consultations, and they have now become a mainstay in pet healthcare. Nowadays, veterinarians are regularly conducting video consultations for minor ailments, follow-up appointments, and behavioural assessments, which has reduced the need for in-person visits. This has been particularly beneficial for rural areas where veterinary access is limited.

One of the more noteworthy benefits of this trend is that animals are being observed, for lack of a better phrase, in their natural habitat. Just like young children who fear the dentist, many animals become nervous wrecks when they are placed on a consult table. As a result, the symptoms of their true ailments can be overshadowed by their anxious behaviour. Virtual consultations avoid the stress of an in-person visit, ensuring that animal behaviour is being observed at its most authentic. 

Wearable Technology, AI Integration and Preventive Strategies 

Wearable technology for pets is also on the rise, providing real-time health monitoring. Devices that track vital signs, activity levels, and behavioural patterns help pet owners and veterinarians detect early signs of illness, improving preventative care. This shift toward preventative pet care can be observed in the pet food market as well, with brands like The Farmer’s Dog exploding in popularity due to the patient specific and science backed diets they offer for our beloved pets.

On top of this, certain medical technologies are catering to both pet comfort and staff convenience in equal measure. A good example of this trend would be the new Butterfly IQ+ Vet, a handheld ultrasound scanner that works seamlessly with a tablet or phone.  It’s integration of improved imaging capabilities with far greater ease of use proves that innovations like this are becoming common place in the veterinary industry. A fact that only emphasises the reality that people are demanding a higher degree of care for their pets.

Advanced Treatment Options

Breakthroughs in veterinary medicine, such as regenerative therapies and personalized treatments, are also gaining traction. Stem cell therapy and 3D-printed prosthetics are becoming more accessible, offering new solutions for pets with chronic conditions or major injuries. Perhaps the most heart-warming example of this would be how 3D printing is improving the lives of animal amputees. Using precise scanners and camera technology, companies are now capturing precise and pet specific dimensions that can be transferred to design software, which will eventually produce a bespoke prosthetic that is tailor made for each pet. 

Genetic testing is another growing area, allowing veterinarians to identify predispositions to diseases and tailor preventive measures accordingly. One such company has even gone so far as to develop a swab test that provides veterinarians with a breakdown of heart, liver and kidney function in rapid time. 

UK Market Trends

The UK veterinary market, valued at approximately £5 billion annually, is currently under scrutiny by the Competition and Markets Authority (CMA) over concerns about pricing and transparency. The inquiry focuses on whether veterinary clinics are overcharging for medicines and services, given that a few large corporate groups dominate the industry. While some expect regulatory interventions, analysts predict a moderate approach that balances consumer protection with business interests.

Additionally, Europe's largest veterinary group, IVC Evidensia, is considering a public flotation, which could be one of the largest initial public offerings (IPOs) in London in recent years. This reflects the consolidation and investment trends shaping the industry, as private equity firms and corporations continue to acquire independent practices.

Competition and Markets Authority Report

US Market Trends

In the US, the pet industry has seen sustained growth over the past decade, with annual sales surpassing $136 billion. However, 2025 is projected to see a slight dip in market growth due to economic factors such as inflation, rising pet care costs, and changing pet ownership dynamics. The return-to-office movement has led to shifts in pet adoption rates, affecting the demand for veterinary services. However, this may ultimately be balanced out by the sheer influx of pets that were adopted during the pandemic, who, given the passage of time, will be requiring more veterinary attention going forward. 

Another key issue in the US veterinary industry is workforce shortages. Many clinics are struggling to retain skilled professionals, leading to increased workloads and burnout. To address this, industry leaders are advocating for better compensation, work-life balance initiatives, and increased investment in veterinary education.

American Pet Products Association

Increased Pet Ownership in the UK  

As was mentioned earlier, the UK has witnessed a rise in pet ownership, with 57% of households now having a pet. This has fuelled demand for veterinary services, pet insurance, and premium pet care products. To put this rise in pet ownership into perspective, UK pet owners now collectively spend nearly £8 billion annually on their animals, with nearly £5 billion allocated to veterinary bills alone. This, coupled with the growing demand for a higher standard of pet care, suggests that the UK veterinary market will grow in years to come. 

What’s more, is that the cost of veterinary services has been steadily increasing alongside pet ownership, and one unavoidable consequence of this has been the rapid growth of the pet insurance market. More specifically, there has been a sharp increase in demand for comprehensive pet insurance, that provides robust coverage for injuries, acute issues and chronic conditions at once.

Pet Food Market Association
UK Office for National Statistics

Shifting Spending Habits in the US

While the US pet industry remains strong, with owners spending $147 billion on their pets in 2024, consumer spending habits are evolving. There is a growing preference for premium, natural, and organic pet products, reflecting the broader trend of humanisation of pets. Many pet owners are willing to pay a premium for high-quality nutrition, eco-friendly products, and holistic treatments, influencing the types of services and products offered by veterinarians. The aforementioned success of The Farmer’s Dog speaks to this trend. 

Millennials are now the largest demographic of pet owners in the US and are often covering the cost of pet care by themselves, whereas over half of their younger Gen Z counterparts share financial responsibility with another person. That being said, Gen Z pet parents are far from less caring. In fact, they are not only more likely to put their pet on a raw food diet, but they appear to be more open to pet care innovations, with 1 in 3 Gen Z pet owners purchasing pet tech products in 2024. 

Pet Industry Association

Workforce Shortages and Burnout

Both the UK and US veterinary sectors are facing significant workforce shortages. In the UK, the Royal College of Veterinary Surgeons (RCVS) has reported a growing concern over the lack of qualified professionals entering the field. In the US, the same concerns have been voiced by the American Veterinary Medical Association (AVMA), who also highlighted the mental health challenges facing veterinarians, including high stress levels and burnout.

Job satisfaction among veterinary professionals varies across regions. In a recent industry survey, 74% of US veterinarians reported job satisfaction, compared to only 50% in the UK. This suggests that factors such as workplace culture, fair compensation, and professional support play a critical role in retaining talent. Addressing these issues is vital for ensuring the long-term stability of the industry.

American Veterinary Medical Association Survey

Royal College of Veterinary Surgeons Survey

The Future of Veterinary Care

Looking ahead, the veterinary industry is poised for further innovation and adaptation. The integration of technology, continued market consolidation, and evolving consumer expectations will continue to shape the future of pet healthcare. Stakeholders in both the UK and US must focus on balancing affordability, accessibility, and quality of care to meet the growing demand for premium veterinary services.

By addressing workforce challenges, leveraging new technologies, and adapting to market shifts, the veterinary industry can continue to thrive and provide essential care for pets and their owners.