A leading pet food company's innovation and category management team was entering the fresh dog food segment without a clear understanding of future market demand, growth drivers, or which segments offered the best opportunity. Existing capabilities could not model future fresh food growth drivers or consumer behavior shifts. There was no structured understanding of which fresh segments (frozen, refrigerated, DTC vs. B&M) offered the best opportunity.
Cloverpop deployed a 5-step foresight-driven methodology combining consumer need state analysis with a 7-model ensemble forecast. Forecasts were triangulated across panel, syndicated, and custom survey data, and an interactive simulator was built for ongoing scenario planning.
Results
.9B projected Fresh Dog Food market by 2029 (B&M + DTC)
~13% CAGR for Fresh Dog Food from 2024 to 2029
Six consumer need states were identified, enabling a targeted go-to-market strategy for the fresh segment. A 7-model ensemble triangulated across panel, syndicated, and survey data gave the team unprecedented forecast confidence. Cloverpop's foresight-driven approach provided the market intelligence and scenario simulator needed to confidently size and compete in the fresh dog food segment.