Vet vs going direct: what pet cremation really costs

The short version

• Around two thirds of pet owners whose pet had died chose cremation, and 64% bought cremation through their usual vet practice.¹
• Only 9% compared cremation providers; 88% did not.¹
• The CMA found that some vet practices charge high mark-ups on individual cremations, and that owners may be paying in the order of £100 more than they need to.³
• From after 22 December 2026 (large vet groups) and after 22 March 2027 (smaller practices), vets must tell you that you can arrange cremation directly with a crematorium, offer a basic communal cremation, and give you prices in writing.⁴⁵

What the CMA's research found

The CMA's market investigation into veterinary services commissioned a survey of pet owners, carried out by Accent. Among owners whose pet had died in the previous two years:¹

Finding	Figure
Chose cremation	67%
Chose burial at home	27%
Bought cremation through their usual vet practice	64%
Compared cremation providers	9%
Did not compare	88%
Of those who didn't compare: went with the vet's advice	49%
Vet gave details of price or package	52%
Vet explained the range of options	47%

The most common reasons given for choosing a cremation option were the vet's recommendation (48%), the crematorium's reputation (26%) and the type of services offered (26%).¹

The CMA's final decision repeats the headline figures: 67% of owners in this situation had their pet cremated and 64% arranged it through their own vet practice.²

Why going direct can cost less

In its final report the CMA said that some first-opinion vet practices are charging high mark-ups on individual cremations and that pet owners "may be paying in the order of £100 more". It found that prices for communal cremation more closely reflect costs.³

The CMA also noted that the six large vet groups (CVS, IVC Evidensia, Linnaeus, Medivet, Pets at Home and VetPartners) own over 60% of practices, and that two of them, IVC and VetPartners, own crematoria.³ Under the new rules, a crematorium that is part of a group must disclose who owns it.³

Direct prices we've checked

These are prices for a cat that crematoria publish on their own websites. They are not like-for-like: some include collection or a casket, some are "from" prices, and some don't say whether the price is for individual cremation. Follow the link to each listing for the full wording and source.

Not yet verified: we have not collected vet-arranged cremation prices, so we can't yet show a side-by-side "vet price vs direct price" for the same pet. Once vets publish cremation price lists under the new rules, we'll compare them here, with sources.

What vets must tell you under the new rules

The Veterinary Services Market Investigation Order 2026 was published on 22 September 2026. Its cremation rules (Article 20) apply:⁴

• Large veterinary businesses (15 or more practices or out-of-hours centres): from the next working day after 22 December 2026.
• Smaller practices: from the next working day after 22 March 2027.

The CMA's compliance guidance says vets must:⁵

1. Make you aware of your options: individual or communal cremation through the practice, arranging cremation directly with a crematorium, or taking your pet home for burial. These options must also be published on the practice's website.
2. Offer a basic communal cremation. In the Order, a "Basic Communal Cremation Service" is one where ashes are not returned.⁴
3. Include cremation prices in their published price list, and give you prices in writing before you decide.
4. Price any add-ons (such as a casket or urn) separately.

Questions to ask, whoever you use

• Is this an individual cremation, and will I get my pet's ashes back?
• What does the price include: collection, a container for the ashes, return of the ashes?
• Is there an extra charge for evenings, weekends or bank holidays?
• If you're arranging it through a vet: which crematorium does the practice use, and who owns it?

Sources