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The kibble market: a chaos of brands

In Italy, there are hundreds of brands of dog kibble. From supermarket to premium to super-premium.

Common question: "What are the best?"

Scientific answer: it depends, but there are 5 top brands generally recommended.

Let's take a look.

Evaluation criteria

To judge a kibble consider:

1. Ingredient list

Top:

  • Specific meat as the first ingredient.
  • Declared percentage.
  • No vague by-products.

Poor:

  • "Meat by-products" generically.
  • "Grains" as the first ingredient.

2. Percentages

Proteins: 28-40% (adult).

Fats: 12-20%.

Carbohydrates: low.

3. No additives

Avoid:

  • BHA, BHT (chemical preservatives).
  • Colorants.
  • Artificial flavors.

4. Testing and research

Serious brands:

  • Palatability tests.
  • Digestion studies.
  • AAFCO standards.

5. Reputation

  • Years on the market.
  • Veterinarians recommend.
  • Clinical reviews.

The top 5

1. Royal Canin

Positioning: Premium / Specialist.

Strengths:

  • Breed specific (Labrador, Yorkshire, Maltese, etc.).
  • Condition specific (puppies, seniors, overweight, gastro, urinary, renal).
  • Advanced research.
  • Veterinary reliability.
  • Wide availability.

Weaknesses:

  • Medium-high cost.
  • Some lines have less "premium" ingredients.

Cost: 6-12 €/kg.

For who:

  • Specific breeds.
  • Dogs with particular needs.

2. Hill's Science Diet

Positioning: Clinical premium.

Strengths:

  • Prescription Diet line (clinical diet).
  • Science Diet line (quality maintenance).
  • Veterinarians prescribe worldwide.
  • Rigorous clinical studies.

Weaknesses:

  • High cost.
  • Less "clean" ingredient list than Acana/Orijen.

Cost: 7-13 €/kg.

For who:

  • Diagnosed pathologies.
  • Seniors.
  • Overweight dogs.

3. Acana

Positioning: Super-premium.

Strengths:

  • Fresh meat as the first ingredient.
  • 70-75% meat in some lines.
  • "Biologically appropriate" approach.
  • No grains (in many lines).
  • Traceable ingredients.

Weaknesses:

  • High cost.
  • Limited availability in some areas.

Cost: 10-18 €/kg.

For who:

  • Dogs without specific problems.
  • Those wanting top quality.
  • Active dogs.

4. Orijen

Positioning: Super-premium (absolute top).

Strengths:

  • 80-85% meat.
  • "Whole prey" approach.
  • Fresh meat + organs + bone meat.
  • Maximum quality.
  • Same factories as Acana.

Weaknesses:

  • Very high cost.
  • Limited availability.

Cost: 12-22 €/kg.

For who:

  • Absolute top quality.
  • Athletic dogs.
  • Those who don't mind the price.

5. Almo Nature

Positioning: Italian premium.

Strengths:

  • Natural ingredients.
  • "HFC" lines (Human Food Chain - human food quality).
  • Italian.
  • Good quality/price ratio.
  • Sustainability.

Weaknesses:

  • Sometimes limited availability.

Cost: 5-10 €/kg.

For who:

  • Those wanting quality without spending too much.
  • Sustainability.

The "good" brands that are not in the top 5

Purina Pro Plan

  • Premium.
  • Research.
  • 5-9 €/kg.
  • Reliable.

Natural Trainer

  • Italian.
  • Good quality.
  • 4-8 €/kg.

Carnilove

  • High meat content.
  • Good quality/price.
  • 5-9 €/kg.

Wellness Core

  • No grains.
  • Premium.
  • 7-12 €/kg.

Forza10

  • Italian specialist.
  • Premium.
  • 6-12 €/kg.

Brands to avoid

❌ Unknown supermarket kibble.

❌ "Happy Dog," "Nature Dog" etc. (low-cost generic brands).

❌ Brands with "grains" as the first ingredient (wheat, corn, white rice).

❌ Brands with generic "animal by-products".

❌ Brands with chemical preservatives (BHA, BHT).

How to choose

Step 1: Dog's needs

  • Healthy adult.
  • Puppy.
  • Senior.
  • Specific pathologies.
  • Overweight.
  • Allergies.

Step 2: Budget

Calculate monthly cost:

  • Small dog (10 kg): 100-150 g/day = 3-4.5 kg/month.
  • Medium dog (25 kg): 250-350 g/day = 7.5-10 kg/month.
  • Large dog (40 kg): 350-500 g/day = 10-15 kg/month.

Monthly cost by categories:

  • Small dog: 30-100 €.
  • Medium dog: 50-200 €.
  • Large dog: 80-300 €.

Step 3: Trial

Give it 1-2 months:

  • Check:
    • Stools (consistency).
    • Coat.
    • Energy.
    • Weight.

Change if it doesn't work.

Transitioning between brands

Important:

  • Never sudden change.
  • Causes diarrhea.

10-day scheme:

Days 1-3: 75% old + 25% new.

Days 4-6: 50% / 50%.

Days 7-9: 25% / 75%.

Day 10: 100% new.

The "mix"

Common strategy:

  • Kibble + wet food.
  • 70% kibble + 30% wet.

Better hydration + palatability.

Reading the label: what to look for

First ingredient

✅ "Fresh chicken" 65%.

✅ "Dehydrated chicken meat" 30%.

❌ "Grains".

❌ "Meat and derivatives".

Nutritional analysis

Adults:

  • Proteins: 28-40%.
  • Fats: 12-20%.
  • Fibers: 2-5%.
  • Ash: <8%.

Preservatives

✅ Tocopherols, rosemary (natural).

❌ BHA, BHT, ethoxyquin (chemical).

Myths to debunk

Myth 1: "More expensive = better".

Partially true: often but not always.

Myth 2: "Supermarket brands are okay".

False: generally low quality.

Myth 3: "Grain-free food is always better".

Variable: depends on the dog.

Myth 4: "Brand X is absolutely the best".

False: depends on the specific dog.

Myth 5: "Veterinarians recommend only for profit".

False: often choose based on research.

The truth

The top 5 Italian brands:

  1. Royal Canin (specialist).
  2. Hill's (clinical).
  3. Acana (super-premium).
  4. Orijen (absolute top).
  5. Almo Nature (Italian premium).

Investment:

50-300 € per month depending on size + brand.

Benefit:

  • Healthier dog.
  • Reduction of health issues.
  • Improved life expectancy.

Strategy:

  • Know your dog.
  • Choose the right brand.
  • Check results in 1-2 months.
  • Change if necessary.

And remember: nutrition is the first medicine. Save on TV, not on your dog's kibble.

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