The next consumer brands are built differently.

Share of applications from CPG brands, by quarter, Jan 2025 – Sep 2026. CPG applications grew from about 75 to about 450 per quarter.

Why it mattersConsumer founders went from one in twenty applicants to one in ten. More brands are getting to a working product early and looking for capital to reach the shelf.

Median raise target

CPG founders raising a seed round ask for a third less than the median applicant. Based on 2,236 CPG applications with a raise target.

Why it mattersConsumer brands raise smaller rounds and lean on revenue, retail velocity and inventory financing, which is why LvlUp pairs equity with non-dilutive growth capital.

What consumer founders are building

83% of CPG applicants already sell direct to consumers; Shopify is the most used store platform, followed by Amazon.

Why it mattersHealth & wellness, food and beverage lead: the categories where clean ingredients and function now decide what consumers buy.

Where CPG founders apply from

47% of CPG applicants build in the United States. India, the UK and Europe follow.

Why it mattersSome of the most interesting CPG innovation isn’t coming out of the usual zip codes. Our programs are open to founders across the US, Canada, Europe and MENA.