Why Pet Owners Are Skipping Vet Visits and What Clinics & Platforms Can Do About It

Over half of U.S. pet owners 52%  say they have skipped or declined veterinary care for their dog or cat in the past year.That’s not just a statistic. It’s a warning flag for the pet-care ecosystem. Here’s what’s driving the trend, what the consequences are, and how clinics and platforms like FareVet can respond.

The Big Why: Cost and Surprise

Financial constraints top the list. According to recent research:

• Among owners who skipped care, about 71% cited cost as the primary reason.

• Even among households earning over US$90,000 annually, about a third reported skipping veterinary care for financial reasons.

• Diagnostics (22%), preventive care like vaccinations (18%), and elective surgeries (16%) are among the most commonly skipped services.

This suggests the issue isn’t solely about price being too high; it’s about owners feeling that the cost either came unexpectedly or didn’t feel worth the value.

From the conversations we’ve had at FareVet with pet-parents across North America, I hear a recurring theme:

“I knew vet care cost something, but I didn’t know how much and that made me hesitate.”

When a visit, treatment, or surgery becomes a surprise, the pet owner’s mindset shifts from “What is this going to cost?” to “Can I afford this right now?” That shift often means: delaying, skipping, or declining recommended care.

The Consequences: More Than a Missed Appointment

Skipping or delaying care isn’t just a benign choice it has real implications. Some findings:

• Of owners who declined care, 14% reported their pet’s condition worsened or even that their pet died.

• Owners say they were seldom offered lower-cost alternatives; about 73% of those who refused care for cost reasons said they weren’t offered a more affordable option.

• Veterinary practices are seeing fewer visits and slower growth in preventive and routine services which means a larger long-term burden (for pets, owners and clinics).

  
  

For clinics, it means: lost opportunities, delayed treatments, more advanced cases when pets finally do come in. For pet owners, it means stress, guilt, potentially worse health outcomes for their animals.

What This Means for FareVet & Veterinary Practices

Here are several strategic implications and opportunities.

1. Transparency & expectation-setting matter.

Many pet owners skip or delay care because they brace for cost shock. Platforms like FareVet can help by publishing typical cost ranges, explaining the components of care (diagnostics, treatment, follow-up), and setting a realistic expectation early. When an owner knows the ballpark ahead of time, they’re far more likely to move forward.

2. Alternative/adjusted-care plans matter.

The data show a large proportion of pet owners weren’t offered lower-cost options when cost was a barrier. For practices, this means structuring care pathways with flexibility (e.g., tiered diagnostics, payment plans) and having them as part of the conversation not just a fallback. FareVet can support this by educating pet owners and showcasing practices that offer these options.

3. Preventive care & wellness visits need repositioning.

If owners are skipping wellness visits (vaccines, check-ups, diagnostics) because they don’t perceive immediate value, then the narrative changes. Wellness isn’t something you “might skip” it’s something you invest in. Practices and platforms should communicate the why behind those visits (early detection, lower total cost later, improved quality of life for the pet) and link that to budgeting and planning.

4. Building trust as a competitive advantage.

When an owner walks into a clinic (or books via a platform) and feels informed, the dynamic changes. Farina shift: from an owner thinking “am I being overcharged?” to “I understand this, and I choose this.” Clinics that lean into clarity gain loyalty. Platforms that bring that clarity earn preference.

Moving Forward: Practical Steps

Here’s a short checklist that veterinary practices and platforms can implement right now:

• Publish clear cost ranges for common services (wellness visits, diagnostics, dental cleaning, emergency triage) in-clinic and online.

• At triage or initial consult: include a cost overview conversation (“Here are your likely options and what they’ll cost”) rather than deferring the cost discussion until after diagnostics.

• Offer tiered treatment options when possible (e.g., basic vs. advanced diagnostics) and clearly communicate what each level offers.

• Implement or highlight payment plans / financing options so owners don’t feel the upfront cost is insurmountable.

• From the platform side (FareVet): highlight clinics that are transparent, provide cost info, and offer client-friendly options; incorporate educational content for pet owners about the hidden costs (why diagnostics cost what they do, why emergency visits are higher) so expectations are realistic.

The reality is: with rising costs, living-expense pressures, and increased price sensitivity, many pet owners are choosing to skip veterinary visits not because they don’t love their pets but because the cost feels uncertain or overwhelming. When we flip the equation when cost becomes seen, explained and manageable we move from missed visits to trusted visits.

For clinics, for platforms like FareVet, and for pet-parents, the future of pet care will depend less on how expensive it is and more on how informed the decision feels. And that shift opens up not just better care but better business, better relationships and better outcomes.