The supermarket shelf offers kibble at €2/kg right next to options at €12/kg. But what is the real difference? Learning to read the label is the most important thing an owner can do for their dog's health.

What to look for on the label

1. The first protein source

A specific meat must be listed (e.g. "chicken 35%", "lamb 25%"), and not a generic term such as "meat and animal derivatives". Derivatives can contain bones, offal, and even feathers.

2. Protein percentage

For a healthy adult dog: 22–26%. For sporting dogs: 30%+. For senior dogs: 18–22%.

3. Fat content

Ideally 10–15%. Above 18% only for very active dogs.

4. Carbohydrates

Not always listed. They can be calculated as: 100 − (protein + fat + ash + moisture + fibre). Below 30% is preferable.

5. Grains: yes or no?

Grain-free products are not automatically better. Rice and oats are well tolerated. Avoid: maize and wheat (high allergy risk).

6. Preservatives

Yes: tocopherols (vitamin E), rosemary. No: BHA, BHT, ethoxyquin (suspected toxicity).

7. Added colours and sugars

Coloured kibble (red, yellow, brown) contains unnecessary dyes. Dogs do not see colours the way we do: they are there purely for the owner's benefit.

The 3 quality tiers

Budget tier (€1–3/kg)

Examples: supermarket own-brand products without a premium label. Ingredients: grains listed first, generic meat and animal derivatives, chemical preservatives.

Result: large stools, dull coat, frequent allergies.

Mid-range tier (€4–7/kg)

Examples: Royal Canin, Hill's, Eukanuba, Pro Plan. Ingredients: named meats, dietary formulations, veterinary backing.

Result: the right quality-to-price balance for most dogs.

Premium tier (€8–15/kg)

Examples: Acana, Orijen, Taste of the Wild, Farmina N&D. Ingredients: 60–70% meat, fresh ingredients, grain-free, low glycaemic index.

Result: smaller stools, shiny coat, steady energy levels.

Kibble or wet food?

  • Kibble: convenient, economical, long shelf life. Low hydration.
  • Wet food: 75% water (excellent for dogs that drink little), more palatable, costs more.
  • Mixed feeding: often the ideal compromise (70% kibble + 30% wet food).

Frequently asked questions

Can I switch between brands?

Yes — in fact it is recommended to prevent nutritional deficiencies. Transition gradually over 7–10 days.

How long does food keep once opened?

Open bags should be used within 4–6 weeks (fats turn rancid). Store in airtight containers in a cool place.

To calculate the exact portion for your dog based on their weight, create a free personalised feeding plan.