Raw dog food isn’t a niche add-on to the wider UK dog food category anymore. It’s became a specialist market of its own.
Nearly one in five UK dog owners now feed their dog raw food and the segment is worth an estimated £421 million – growing faster than conventional pet food.
We pulled the organic click share data behind the UK dog food market to see how far that separation actually goes:
The search data tells the same story
Six of the market’s ten biggest overall brands, including Petsathome, Forthglade, Amazon and Lily’s Kitchen, don’t appear anywhere in the Raw Dog Food top 20.
The brands that do lead it, Nutriment, The Farmer’s Dog, Nature’s Menu, are dedicated raw specialists that barely register outside this one category.
It’s a market that rewards specialists only
The wider dog food market is already brand-led, with manufacturer brands taking more click share than every other business type combined.
Raw takes that a step further. It’s not just manufacturer brands winning, it’s a distinct set of manufacturer brands, built specifically around raw, that the rest of the market’s biggest names haven’t touched.
What this means for brands
If you’re a raw specialist, general dog food visibility doesn’t matter much, this category has its own leaderboard and its own rules.
If you’re a broader brand, raw represents genuine white space. None of the market’s biggest overall names have a real foothold in it yet, and the external data suggests that gap is only going to matter more.
How we built this
We built a tool that models the commercial organic click market using Google’s keyword infrastructure, live search data and industry benchmarks. Click Share, not ranking position, is what we measure, weighted by visibility, realistic click-through potential, and the SERP features that intercept clicks before a shopper reaches a listing.
(Sources: Research & Markets, MDPI)
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