Capvisory Insights
Consumer Startups
30+ handpicked consumer VCs that actively invest in 2025
The specialized Berlin-based M&A boutique Capvisory supports startups in Seed and Series A funding rounds as well as in exit processes. In this content piece, we share our perspective on the current fundraising climate in the consumer segment.
Gründer und Partner
Gründer und Partner
In 2025, the fundraising landscape for consumer startups remains challenging. Week after week, new statistics emerge, highlighting just how tough the financing environment is for this segment.
In late 2023, Crunchbase published the alarming headline: “VCs No Longer Do DTC.” Unfortunately, the situation has barely improved since, and the outlook for 2025 shows little sign of relief.
Consumer startups navigate a difficult fundraising landscape
A brief note on terminology: Consumer startups are companies that sell products directly to end customers (B2C), often leveraging innovative business models and a strong focus on brand building. These startups operate in markets such as Direct-to-Consumer (DTC), Food & Beverage, Fitness, or E-commerce, using digital platforms to reach their target audience. Typical examples include brands like Glossier, Oatly, or Peloton.
The fundraising market for consumer startups has drastically changed since its peak in 2021 (in terms of funding volume). While investors back then heavily prioritized growth — with notable examples such as the German delivery service Gorillas — today’s focus has shifted towards profitable expansion. This strategic pivot led to a dramatic decline in funding for these companies: Between 2021 and 2023, investment volume to companies at the intersection of consumer products and E-commerce dropped by a staggering 97% (Source: Crunchbase).
A recent analysis by Silicon Valley Bank revealed that, among the 100 most active VC firms, consumer investments accounted for just 6% of deals in 2024 — only half the share seen two years earlier. This decline highlights the long-term trend of the consumer segment steadily losing market share.
To what extent consumer tech can experience a renaissance with the current AI wave remains to be seen. James Currier, General Partner at VC firm NFX, offers an intriguing perspective on this topic: Consumer is Back – And Why It’s Been So Hard Since 2014.
In this challenging environment, consumer startups are understandably seeking new ways to grow more efficiently and diversify their funding sources. Many founders are extending the runway of existing financing rounds and focusing on organic growth strategies to enhance their appeal to investors. Despite the obstacles, opportunities to secure capital still exist—especially for startups with technically advanced concepts, above-average traction, such as the recently funded restaurant app NeoTaste, or experienced founders.
This is where our list of over 30 active and carefully selected venture capital investors comes in. The selection includes only VCs with a clearly defined commitment to the consumer sector and who have made at least one investment in the past 12 months (as of January 2025).
Venture capital investors actively backing consumer startups in 2025
Early-stage consumer-only VC with a special interest in how people live, work, learn, play, eat, and stay healthy.
Early-stage CVC focused on empowering the next generation of consumer centric entrepreneurs.
CVC backed by ProSiebenSat.1 Media SE that focuses exclusively on B2C companies.
VC with exclusive focus on consumer brands aligning the physical world with the digital. Initial ticket size: $5–$15 million.
Pan-European VC investing in iconic and sustainable consumer brands. Series A or B; cheque size ranges from €2m-€10m.
Early and growth-stage VC focusing on consumer brands, with investments ranging from $500k to $15m.
Early-stage VC and Venture Studio backing innovative consumer brands and planetary and human health startups.
New York-based VC firm investing in high-growth consumer companies.
CVC of Hubert Burda Media, provides growth equity for digital technology, consumer & media companies.
VC specializing in the intersection of Community, Branding and Tech. Invests from Seed to Series A rounds.
VC that invests in Seed to Series A stage consumer brands raising between €500k and €5 million.
VC that invests in Seed and Series A rounds in startups working on consumer technology.
Founder-led VC fund investing in consumer revolutions. They invest $1-5M in pre-Series A and Series A rounds.
Early-stage VC based in New York with a focus on various areas, including Consumer Internet.
US-based VC focused on consumer health, and consumer goods, investing in Pre-Seed and Seed-stage rounds.
Family-backed evergreen consumer investment company.
VC investing at the intersection of culture and consumer invention, with $1M - $20M tickets across Seed to Series A.
CVC of Mast-Jägermeister SE, investing in media, entertainment, and nightlife consumer startups.
Seed to Series A VC with three focus areas: wellbeing, consumption, and productivity.
Seed-stage VC focusing on European software startups with a consumer or community component.
VC firm partnering with deep tech but also brand-driven consumer companies at Pre-seed and Seed stage.
Early-stage VC that provides startups with financing and access to Asian markets, with prominent B2C portfolio brands.
Invests growth capital in fast-growing consumer brands with sales between £5 million and £50 million.
Venture & Growth Capital firm that focuses (primarily) on Nordic tech and lifestyle startups.
VC fund with three core focus areas: a sustainable planet, empowering people, and revitalizing healthcare.
Stratel AS is a family-owned investor focusing on "Fun, Sense, and Profit." They invest in Pre-Seed and Seed stages.
A VC that invests between €2 and €10 million in consumer startups based in France, Europe, or the US.
Family-owned investment company, backing consumer oriented teams and brands.
VC fund that invests in the future of digital consumer life, from Seed stage and beyond, across Western Europe.
VC focused on new, digitally-activated consumer goods brands (CPG) that have powerful mission-driven purposes.
The CVC arm of CPG giant Unilever, focusing on the beauty and wellness category with a global investment strategy.
Invests globally, from seed to growth, across three focus areas: sustainable fashion, new retail & commerce enablers.
Conclusion
Fundraising for consumer startups is no easy task these days. If you’re looking for investors, feel free to reach out to us. At Capvisory, we don’t just assist consumer startups with fundraising or exit processes; we also provide a quick, well-founded assessment of whether fundraising is likely to succeed in your specific case.
P.S. At Capvisory, we’re constantly searching for relevant funds to keep our internal database — featuring over 20,000 investors from around the world — up to date. This tool allows us to achieve the best possible fundraising results for our clients. If you know of an active consumer VC that we should add to the list, let us know.
If you’re interested in the latest funds with dry powder, check out our monthly Fund Tracker.
Capvisory is an independent, founder-led advisory boutique specializing in fundraising, sell-side M&A, and buy-side M&A for fast-growing tech companies and their investors.
