Survey reveals consumers have issues with how pet food is described
Over the past few years, the information provided on pet food labels has evolved significantly, driven by a demand for transparency and detailed product information. Can research tell us how manufacturers might best address customer doubts?
A recent survey by PETS International and Yummypets of more than 800 pet parents in the US, Canada, the UK and France reveals that 6 out of 10 pet owners say accurate and transparent labeling is very important. The findings provide manufacturers with insight into opportunities for improvements.
Not just a legal requirement
Regulations require labels to contain essential details such as product name, ingredients, nutrient levels, additives, best before dates, batch codes, producer contact information, feeding instructions and weight. In a competitive industry such as pet food, labeling that is clear, accurate and transparent is not only a legal requirement – it is also essential for building trust and loyalty.
According to the European pet food industry federation FEDIAF, the primary purpose of a label is “to support informed purchasing decisions by providing clear, concise and truthful information on the product’s composition, characteristics and use”. The research findings show that most purchasers agree with this, but a minority are not confident they understand the information they are given.
Accuracy and transparency in a pet food label is very important or somewhat important for 88% of the respondents when they are choosing a product. Almost 60% find transparency very important, with US consumers feeling particularly strongly about it (68%), compared to those in other countries.
What a label really says
When it comes to interpreting pet food labels, 79% of the respondents feel at least somewhat confident in understanding the information provided, suggesting that many consumers believe they can navigate claims and ingredient lists. Yet, 20% of pet parents admit uncertainty about what they are actually feeding their pets.
French consumers are the least likely to feel very confident about understanding a label (14%), whereas US consumers are the most confident (34%). Interestingly, men (35%) are also far more likely to feel confident than women (21%). Consumers aged 35-44 (36%) also display higher confidence levels than other age groups.
Skepticism rather than trust
One of the most striking findings of the research is what seems to be a disconnect between consumer understanding and their actual trust in pet food labeling. A majority of respondents (58%) to the PETS International and Yummypets survey believe that pet food labels are misleading, with French pet owners distrusting them the most (68%).
Claims such as ‘grain-free’, ‘human-grade’ and ‘sustainably sourced’ are prominent on many products, reflecting trends in premiumization and health-conscious buying. Sustainability has also influenced labeling, with many brands emphasizing eco-friendly claims, recyclable packaging and certifications such as organic or MSC (Marine Stewardship Council).
As many as 4 out of 10 pet parents find marketing claims such as ‘natural’ or ‘premium’ on pet food misleading. Nutritional claims (31%), ingredient lists (29%) and even the images on packaging (20%) are also identified as sources of confusion.
Nutritional claims are particularly relevant for Canadian consumers (39%), whereas ethical and environmental claims – though less prominent – raise concerns among 16% of consumers.
This skepticism about pet food claims may indicate a need for brands to re-evaluate their labeling strategies. The answer could be in simplifying labeling language. Information on the packaging should only provide honest and transparent explanations that empower pet consumers to make informed choices.
QR codes: a missed opportunity?
Technological advances have also shaped labeling trends. QR codes, in particular, are increasingly used to provide extra information. This includes transparency around sourcing and traceability, as well as data regarding the environmental impact of a product. Nevertheless, the survey findings reveal a mixed consumer reception.
Globally, just under a half (46%) of respondents to the survey have noticed this new technology on pet food labels. As many as 6 out of 10 US pet parents are familiar with it, but French pet parents are the least likely to find QR codes on pet food labels (36%), followed by Canadian (43%) and UK (44%) respondents. Additionally, 54% of the respondents say they have never scanned QR codes.
Unsurprisingly, younger pet owners are more adept in using this technology – with 60% of them having scanned QR codes – compared to the over-65 age group, where the proportion drops to an unimpressive 9%.
Despite the awareness levels, 6 in 10 pet owners are positive about QR codes, nearly a third (32%) remain neutral on this, and less than 1 in 10 (8%) view them negatively. Again, it is the younger pet owners (25-34-year-olds) who are the most positive about the technology (34%).
More access to detailed information
The type of information that consumers want and expect from these digital tools is clear: detailed and accessible information that addresses their primary concerns for their pet’s nutrition.
This translates as nutritional analysis – 63% of respondents – closely followed by detailed ingredient sourcing (59%), although this is less relevant for UK consumers (48%). Information about product recalls and safety are also considered important (39%), particularly for US pet owners (48%).
The manufacturing process proves to be particularly relevant for French pet owners (44% versus 28% in the UK). More than a third of the respondents want to see claims or certifications, particularly those in the 25-44 age group, revealing a strong preference for transparency at every stage of production.
Serving suggestions are mostly appreciated by Canadian pet parents (41%), with French consumers the least likely (8%) to appreciate them.
Future best practices
For pet food manufacturers and retailers, simplifying and clarifying labeling language is of vital importance. Leveraging QR codes to provide detailed and easily accessible information can make them a more meaningful resource, giving the transparency that consumers demand without the packaging itself becoming too cluttered.
As the pet food sector continues to evolve, so do consumer demands for honesty and openness. By prioritizing clear communication, as well as embracing innovative labeling practices, brands can not only meet these demands, but also build lasting trust with their customers.
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