Fresh Pet Food Accelerates, Subscriptions Scale

Plus: Why last click undervalues channel revenue by over 90%?

Author

Avinash Duggempudi
September 17, 2025 • Estimated Reading Time: 5 minutes

Here's what's happening this week in the world of pet DTC, eCommerce and growth:
- Fresh pet food surges, DTC personalization goes deeper.
- Treat Planet buys Bosco & Roxy’s, scaling grab-and-go.
- Primal goes CTV with accessible raw storytelling.
- Pet wearables forecast 29% CAGR, data partnerships loom.
- Chewy tests gift-card promos to lift AOV.

⏱️Why Last Click Undervalues Channel Revenue By Over 90%?

The majority of channels are undervalued by over 90% by Last Click. Add marketplace sales into the mix, and brands see a 37% ROAS uplift, yet most tools still ignore it.

See why the future of growth depends on full-funnel, unified measurement across DTC + marketplaces.

Watch Dom Devlin explain this at #etailboston

📌WEEKLY MUST-KNOWS

DTC FRESH PET FOOD
Focusing On Fresh

Fresh pet food is scaling fast, with the US market projected to add $3.2 billion by 2029 at a 21.2% CAGR as brands emphasize human-grade, sustainability and gently cooked formats. Players like Ollie, Freshpet, Primal and Open Farm are leaning into subscriptions and personalization, with Ollie building a tech-enabled wellness platform. The shift rewards DTC models built on data and retention, puts pressure on legacy kibble, and reshapes retail assortments.

M&A CONSOLIDATION
Treat Planet Scoops Up Bosco & Roxy’s
Private equity-backed Treat Planet acquired Bosco & Roxy’s, adding an 80,000-square-foot automated bakery and private label capacity to its grab-and-go treat platform. The move expands channel coverage and speeds seasonal and everyday innovation. Expect intensified competition for impulse space, faster speed-to-shelf, and more scale-driven deals in premium treats.

Primal launched a new CTV, social and digital campaign, “More Time in Their Prime,” to reframe raw as accessible via toppers and partial feeding. The creative mixes practical sets with 3D to broaden appeal and reduce switching friction. Raw brands are moving up the funnel, signaling higher CAC tolerance and retailer support asks for education-focused media.

Pooch and Mutt launched a £69.99 at-home microbiome test with AI analysis via BIOME9, paired with tailored supplements sold individually or by subscription. The play extends pet food into diagnostics and recurring care, creating first-party data moats and higher LTV. Affects DTC health brands, retailers exploring services and CRM teams.

Meet Fospha at Shoptalk Fall 2025

Fospha is heading to Chicago for Shoptalk Fall. From GenAI reshaping search to marketplace measurement and scaling creative, their team is ready to explore the topics defining retail growth with industry peers.

⚡QUICK READS

Chewy Is Handing Out Free $30 Gift Cards — Here’s How To Get Yours: Chewy’s limited-time spend $100, get $30 gift card promo illustrates how gift-card incentives can lift AOV and repeat purchase behavior ahead of peak season.(More)

The Dogist Vs Venus The Two Face Cat Business Model: A new comparison highlights diversified pet influencer monetization across books, merch and multi-post brand deals, informing broader partnership structures beyond single-platform posts.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division