Spotting High-Quality Pet Products: Label and Ingredient Guide
In an article looking at raw, cooked, kibbled and other processed diets, the general conclusion was that it is the ingredient list & labelling information that should dictate what is to be fed.
Recently, a survey was conducted asking what people looked for in cat or dog food and what they considered high quality.
A total of 935 surveys were collected, 61.8% of which were compiled by female pet owners. The respondents were relatively homogeneously distributed between cat (30.8%), dog (39.4%), and cat and dog (29.8%) owners. A quarter of the owners (25.5%) reported asking their veterinarian for advice on which pet food to buy, and almost a third (30.4%) trusted the advice posted on the websites of well-known brands. “Contains natural ingredients” was the characteristic that obtained the highest mean score (4.3 out of 5). Elderly owners (> 65 years) placed the most importance on whether a product had a high price and least on feed appearance, animal satisfaction, and stool quality. Young owners (< 35y) paid the most attention to the stool quality, the percentage of protein in the feed, the presence of recyclable packaging and the least attention to feed appearance, smell, and animal satisfaction. Feed appearance, smell, higher cost, and specific label indications (protein content, presence of fresh meat, grain-free) were mainly important among the buyers of wet pet food.
So, looking at these responses:
Source of Information
Interestingly, over half the people researched the feed, whether by asking for advice or visiting websites, where the “natural ingredients” strapline was the most attractive; 20% asked friends or visited blogs.
As a result, 10% of the population is fed only wet/raw food, 25% is dry, and 65% is a combination of wet & dry. While natural ingredients, location of production, and labelling were the highest, of mid importance were palatability, stool/faecal properties, fresh meat, and cruelty-free production. And then came the physical characteristics of the food (fresh meat, protein content), whilst brand and cost were, surprisingly, the least considered.
Age Groups
Across broad economic and social groups, it was notable that feed appearance and animal satisfaction were relatively unimportant, whereas price, packaging, protein levels, and stool quality were age-related. However, all these parameters were matters that impacted the decision process and did conclude what goes into the food and how best to interpret it. This can be broken down into two major topics: labels and ingredients.
Labels
The European Pet Food Industry (FEDIAF) has published guidelines for labelling of cat & dog foods, including mandatory and voluntary declarations; legal tolerances, claims and definitions of terms, including declarations such as “rich in” and “dinner”. Although a legal requirement for EU countries, it presents a valuable format for interpreting nutritional quality.
Obviously, the label should say whether it is a complete or complementary feed or a supplement and what it is to be fed after that is the nutritional data or analytical constituents. Mandatory declarations include:
- Protein - Protein content, on a dry basis, is an essential indication of quality. For an adult dog or cat, this value should be in the region of 20%; however, this does not consider the protein's amino acid profile. It might be assumed that prime cuts of meat may supply the correct amino acids (building blocks of protein), but this will be mainly voluntary muscle protein, which does not include internal organs, guts, etc. Where an ingredient list considers this, it implies nutritionally backed quality.
- Crude Fibre - As with protein, fibre is a wide range of types. Basically, fibre is a carbohydrate that animals do not have the enzymes to break down, and they rely on gut microbes to do this. Dog microbiota have a greater capacity than cats to do this, and prebiotics and soluble fibre do help shape the microbial populations. Crude fibre, though, is a measurement of the least impacted by microbes and adds physical bulk and water-holding capacity. This does have a significant impact on stool condition. Larger stools do help with maintaining a dog’s anal glands.
- Crude Fat - Whilst there are recommendations for dietary levels of cats (~11%) and dogs (~5%), many diets are higher due to the make-up. Whilst higher levels have been shown to lead to adiposity in cats, exercised dogs can maintain conditions at higher dietary fat levels. More important is the profile of the fat. Like protein & fibre, a range of building blocks make up the end product: fatty acids, glycolipids, polar lipids and phospholipids. Mammalian and avian fat sources tend to be low in omega-3 and omega-6 fatty acids; these are essential and have central roles in metabolic regulation, structural integrity etc. a quality product will supply them either through fish or seed sources. Plants and algae produce omega fatty acids.
- Crude Ash -Whilst some people regard this as the dilution of food with a cheap filler, this describes the food content that is made up of minerals and trace elements, such as calcium, phosphorus, copper, etc. Amounts at around 4-5% in the food indicate acceptable levels, although, as with all the above, it is the profile. Calcium: phosphorus ratio of about 1:1 is what is required and sites that address mineral levels show nutritional integrity.
Beyond this are voluntary declarations, and the more there are, the greater the implied nutritional knowledge and integrity of the product. Principle amongst these would be energy declarations, either as digestible or metabolisable energy. For reference, a value of 3.3 Mcal per kg food (dry basis – 13.8 MJ/kg) is the range for an active dog.
Additionally, where vitamins and trace elements are added to the food, either to complement the inherent values or to supply the animal’s requirements, these values are declared. As most human-grade foodstuffs are being sanitised, cleaned and itemised, there is a danger of there being shortfalls; a “healthy” lean meat diet could be deficient in some B vitamins & choline.
Carbohydrates are a contentious topic. While people see some added carbohydrates (cereals) as counterproductive, both cats and dogs can utilise starch and sugars as energy sources. In fact, these are fast-release energy sources, useful for highly active animals, and can reduce the fat content of the diet. As with all dietary concerns, moderation is the key.
Then, there are bioactive feeds. Added prebiotics (short chain length fibres such as FOS, MOS or glucans), probiotics (live bacterial strains), natural antioxidants (herbal polyphenols and essential oils), as well as natural toxin binders, digestive enhancers and preservatives (such as rosemary). Any of these can be added to the label or website, and all lend to the product’s quality and will appear in the list of ingredients.
Ingredients
The ingredient list should follow the rule of all items listed in descending order. If an ingredient is highlighted – e.g. “with” or” extra” or “rich in” -then quantities should be declared. Beyond this, a huge range of potential ingredients can be added.
Being a food for carnivores, whether facultative or obligate, but recognising that a wild diet will include gut contents (mainly plant-based) and occasional plants/herbs, a complete food should be based on meat or animal protein – which is a broader definition. Whilst “prime cuts of human g4rade meat” may seem the best option, a poultry byproduct meal may be better. PBM will have a different protein profile, extra minerals from bones, and a different type of fat compared to meat marbling. A combination of both can be envisaged.
Likewise, starch from cereals may be structurally different from sweet potatoes, but once cooked, both will be equally digestible and supplied.
Vegetable ingredients are of interest; whilst raw diets have a ratio of vegetables, there is a need to be selective about which are added. A wide range of products with relatively low inclusions is advisable, including seeds such as linseed or hemp, which provide omega fatty acids; berries and herbs provide antioxidants, support the microbiome, and improve digestion efficiency. Again, quality foods should carry explanations of what is added and why.
There will always be discussion on what is best to feed your pet – raw, gently cooked, freeze-dried, kibble, etc. Advertisements extol the virtues of each type of feed, from ease of storage to convenience to shiny coats. At the end of the day, once a nutrient has been digested and absorbed, the body’s metabolism doesn’t care about the source. Our job as nutritionists and owners is to ensure that the correct nutrient profile is absorbed and utilised.
The choice of the type of feeding is, to a great extent, divorced from the actual dietary needs of the cat or dog. What really matters is the nutritional content; we have to rely on what is on the label and websites. For this, the more information a producer gives, the better. The more in-depth the analysis and the reasons for adding all those bits and pieces are far more informative than “no nasty bits”!
So, to answer the question of how to spot high-quality products: If a supplier gives you a wealth of supportive information, a range of ingredients with food, and a comprehensive analysis, then, whatever the type, they would be offering a quality product.
Having said that, there is no such thing as a perfect feed – even for those offering personally crafted meals. Each animal is an individual, and its needs will subtly differ from the norm. In these situations, targeted supplementation is needed, such as the range of Lillidale products. 
To summarise:
- Check labels for nutritional information (protein, fat, fibre, minerals).
- Look for natural ingredients and transparency in labelling.
- Choose products with detailed ingredient lists and analysis.
- Ensure the product meets your pet's specific needs.
- Brands with comprehensive labels typically offer the best nutrition.
Remember, your pet's health is worth the extra care and attention—take the time to choose the best for them.
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