Affluent, college-educated pet parents who treat food as preventive medicine for thriving, healthy pets. They are driven by ingredient transparency and deep distrust of conventional kibble, not by a vet diagnosis. The gap they need filled: a reliable, vetted path through the overwhelming noise of raw feeding options, recalls, and conflicting label claims.
The US raw pet food market hit $4.1B in 2025 and is growing at 11.2% CAGR to reach $4.55B in 2026, making it the fastest-growing segment in all of pet food and signaling durable, not fad-driven, demand (Business Research Company, April 2026).
Raw dog food purchasing patterns surged 147% over the last five years as Millennials and Gen Z now make up 50%+ of pet-owning households and apply their own clean-label, whole-food values to their pets' bowls, pulling the spend floor up permanently (Dogster, June 2026).
The US fresh pet food segment is projected to grow at a 21.3% CAGR from 2026 to 2030, driven by DTC subscription models and personalized nutrition — Agrolimen acquired Ollie in February 2026 for a reported $600M+, signaling that institutional capital is now racing to lock up this audience before the window closes (Technavio, May 2026; The Underbite, February 2026).
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