GettyImages/Kali9 As economic uncertainty continues to ripple through households, veterinary practices are feeling the effects—86 percent report that pet owners are already cutting back, particularly on non-essential services and elective procedures, a recent survey finds. Veterinary Practice News recently conducted its Veterinary Economic Outlook Survey to better understand how veterinary teams are navigating the current economic climate. With responses from every U.S. state—with the highest participation from Texas, New York, Florida, and California—the survey aims to offer an overview of business sentiment, purchasing behavior, financial pressures, and evolving investing priorities in the profession. More than two-thirds of respondents identified as practice owners, managers, or veterinarians, representing small teams with four to five doctors on average. Rising costs are also shaping purchasing behavior. Nearly two-thirds of practices have adjusted buying habits due to inflation or anticipated tariffs, and more than 60 percent expect lower profitability in the coming year. Despite this, more than half still plan to follow through with capital investments, with top priorities including diagnostic equipment, digital marketing, and staff training. When asked what keeps them motivated, veterinary professionals cited their passion for patient care, the human-animal bond, and supportive team culture. However, the survey also found critical concerns—declining access to preventive care, burnout, financial strain on pet owners, and the rising influence of corporate consolidation. What follows is summary of the key findings—along with commentary from respondents. Their insights offer a clear look at the challenges, priorities, and driving forces shaping veterinary practices today. BUSINESS SENTIMENT AND ECONOMIC OUTLOOK OVER THE NEXT 12 MONTHS ● 49.4% of practices are optimistic ● 28.2% remain undecided ● 86.1% expect economic uncertainty to impact pet owner spending behaviors. Practices anticipate the following areas to be most affected: 1. Non-essential treatments – 88.2% 2. Elective surgeries/procedures – 85.6% 3. Medication purchases – 52.6% COST PRESSURES AND PURCHASING BEHAVIOR ● 63.8% of practices report that increased costs have affected their purchasing habits, with 26.5% describing the impact as moderate to significant. ● 75.9% expect tariff-related price increases for equipment and supplies, with 42.2% expecting significant price increases. ● 62.1% foresee reduced profitability due to rising costs. CAPITAL INVESTMENT AND PRIORITIES (NEXT 12 MONTHS) ● 56.9% of practices plan to continue with currently planned equipment upgrades/purchases ● 23.6% plan to significantly increase capital investment budgets, with: ○ 49.1% plan for budgets to remain unchanged ○ 9.5% plan to significantly decrease their budgets ● Capital investment priorities, ranked by importance: Top priority areas 1. Staff hiring & training – 19.3% 2. Marketing & client communications – 9.9% 3. Medical equipment & technology – 9.5% 4. Pharmaceuticals & specialty treatments – 9.3% 5. Facility upgrades/expansions – 7.7% 6. IT systems (EMR, telemedicine, cybersecurity) – 3.9% High-to-moderate priority areas 1. Pharmaceuticals & specialty treatments – 73.7% 2. Staff hiring & training – 71.3% 3. Marketing & client communications – 65% 4. Medical Equipment & Technology – 61.5% 5. IT Systems – 43.6% 6. Facility Upgrades – 32.5% ● Practices reported that the categories they are most likely to invest in are: 1. Diagnostic equipment – 42.5% 2. Website, SEO, digital marketing – 42% 3. Pain management & rehabilitation equipment – 32.7% 4. Surgery suite ipgrades – 30.9% 5. Facility redesign/renovations – 28.8% 6. Imaging equipment – 26.9% 7. Telemedicine services – 20.7% 8. Oncology diagnostic tools – 16.8% Taking the pulse of the profession Many veterinary professionals draw inspiration from their work. Thirty-nine percent are motivated by providing patient care and helping animals. “Saving sick/injured patients is what motivates me. Seeing the difference we make is everything.” Others echoed this sentiment: “Helping pets,” “Making patients better and therefore making clients happier,” and “That each day I come to work I am helping an animal to have a better life.” GettyImages/kali9 Client relationships and the human-animal bond were strong motivators for 23 percent of respondents. “Helping people and their pets when they’re in need,” one respondent said. Others noted, “The bond between animals and their owners is a huge source of inspiration,” and “My clients and their loyalty over the years.” For 13 percent, the work remains a calling. “Remembering that what I do every day matters and that I am living out my lifelong dream,” wrote one. Another said, “That I still, after 30 years, enjoy taking care of animals.” Others shared, “This is what I’m meant to do,” and “Love for my patients—they are so innocent and 100 percent faithful.” However, financial concerns were a recurring theme. When asked what the profession should pay more attention to, 56 percent of respondents cited rising costs and client limitations. “Veterinary care is becoming too expensive for most pet owners,” one noted. Other feedback includes “Clients declining recommendations based on cost” and “More client limitations on our ability to diagnose and appropriately treat.” These statements speak to both the passion and the pressures present in the profession today—and offer a clear call to listen, adapt, and advocate for meaningful change.
