Most European D2C pet food brands are self-funded, report finds

Europe's direct-to-consumer (D2C) pet food market is made up largely of small, self-financed brands, and most of them do not sell exclusively online. This is the finding of the second edition of 'The D2C Pet Food Landscape', published by Proteine Resources, a producer of insect-based protein ingredients and private label pet food.

The report counts 202 brands in 29 European markets that sell their own complete food through their own webshop with public prices; the brands were checked by hand in September 2026. Only 34 per cent sell exclusively through their own shop. Independent pet shops or vets also stock 29 per cent of the brands, national chains or supermarkets 20 per cent, and 14 per cent are listed on marketplaces. Kibble is the largest segment with 73 brands, followed by raw/BARF (63), fresh cooked food (48) and wet food (18). While 69 per cent offer a subscription, only 26 per…