These days we are a lot more focussed on where our food comes from and the quality of the food that we eat. Many people are also concerned about the same for their pets; with the pet food market having exploded in the last ten years. In December 2023, the UK pet food market was worth an astonishing £3.8bn. This is an increase of £400m from 2022. Many of the newer brands and companies coming out have targeted those who want to choose a ‘higher quality’ food and the rise of online, premium, subscription foods is clear to see. But whichever food you choose to feed, they must all show clear labelling to explain what actually goes into them. Here, we will explain how the labelling system works to allow you to understand and make informed decisions about what to feed your pet.

Table of contents

Pet food through the ages 

By nature of what was available, historically dogs tended to be fed mixtures of meat, bread, vegetables and bone. It wasn’t until the 19th century that commercial foods made specifically for dogs became available. Interestingly, the thinking that was around at that time as to what a dog should be fed, bears substantial similarities to the basis of the thinking these days; that dogs can be fed both meat and vegetables. But the meat should make up the larger portion of the diet and the amount fed should be determined by their activity levels. 

In the 1870s, the first dog biscuits became available in America. And in 1922, canned dog food was invented, followed in 1950 by canned cat food. Because of metal rationing during World War II, canned food was essentially banned, and dry food began to take over. 

Up until the 21st century, the majority of pet owners were choosing prepared foods. But since then a trend towards raw food has been growing. 

What do dogs and cats actually need?

Just like humans, dogs and cats require a mix of protein, carbohydrates, fats and many different vitamins and minerals. Dogs are omnivores but typically, require diets higher in protein than carbohydrate, whilst cats are obligate carnivores. It is essential that cats receive certain amino acids, nutrients and vitamins, such as taurine, arachidonic acid, and preformed vitamin A. As unlike dogs they are unable to synthesise these themselves. When feeding dogs and cats, it is vital to choose a food that is described as ‘complete’. This means it will provide them with everything they need. It’s also a good idea to avoid human food; not only can the calories really add up, but many things can be toxic to both dogs and cats. 

How to understand pet food labelling

The FEDIAF (European Pet Food Industry Federation) produce a Code of Good Labelling Practice for Pet Food. This outlines the principles of pet food labelling in order to promote high quality pet food. And they support the general public in making choices about what to feed their pet. For every pet food manufacturer, there are rules they must follow so as not to mislead the consumer. 

  • If a food is labelled as ‘natural’ it must not contain any artificial ingredients and those ingredients present are only allowed to be processed in certain ways – freezing, concentrating, smoking, drying or pasteurising. 
  • As explained above, a ‘complete’ food must, by law, contain all the nutrients an animal needs, otherwise it must be labelled as ‘complementary’. 
  • Any animal-based ingredient used in a pet food must come from animals that have undergone veterinary inspection in order to be certified as fit for human consumption. However, it is often the less-desirable parts of the animal that are used such as pigs trotters or cow udders. 

As well as the wording used, there are rules around the details that go with it, specifically the amount of any given ingredient. 

This is where the ‘4% rule’ comes in. 

In order for a product to be labelled as containing a certain specific ingredient, typically a protein, and to be worded as ‘with x’, there must be at least 4% of that ingredient in the product, ie. with beef.

If there is less than 4% of that ingredient in the product, it can only be worded as ‘flavoured with x’. This 4% declaration is a legal requirement which indicates the minimum amount of the named ingredient that is guaranteed to be included. 

At the end of the day, an owner should aim to give their pet a ‘complete’ pet food appropriate for their age and activity level and which doesn’t cause any adverse effects to that animal. Beyond that, it comes down to personal choice as to what type of food, or which brand to choose. 

As always, if you have any questions about feeding your pet, or if they have any specific health requirements, it’s always worth speaking to your veterinary team who can advise and guide you. 

Further reading: