Spoilt for Choice, with Price a Good Indicator of Quality 

Since the advent of the 1990s and South Africa again becoming part of the global village, we have seen an increase in pet food brands. Product differentiation has exploded leading to a dramatic increase of choice in both variety and price.

There is no standard dog, so there cannot be a standard dog food for all dogs. The explosion in brands and product types allows freedom of choice for the consumer to find a dog food that suits their dog while meeting their budgetary needs. This has led to pet owners being spoilt for choice. Dogs, like humans, are individualistic and have certain food or meal preferences and may have any one of a variety of allergies to different feed ingredients. The variety of material mixes and permutations of ingredient combinations generated by multiple brands creates the opportunity of finding a dog food that specifically suits your dog.

It is important to note that unlike other products, price is a good indicator of quality for pet foods. Naturally this price-quality relationship encourages rogue manufacturers to supply lower quality foods at exaggerated prices, which will imply quality to the consumer. The Pet Food Industry (PFI) Association polices the market by searching for and then monitoring substandard products identified during the policing process. In the interest of consumers and their pets, the PFI will continue to search the market and expose brands that refuse to comply.

No dog food is allowed on the market without it meeting certain nutritional delivery requirements laid down by Act 36, and each formulation is assessed by the Technical Advisor to the Registrar Act 36, a professional person qualified to make this assessment. If a product meets these requirements, it is then registered under Act 36, and all registered products must carry a V number on the bag, which is like a stamp of approval from the Registrar.

If all dog foods have to meet the same requirements, why are some dog foods more expensive than others? The higher the quality of feed ingredients used to produce the food, the higher the price of the dog food.

Consider this - someone with a higher disposable income may insist on eating only fillet, when beef is being served. Another person may only be able to afford aitch-bone, knuckles and brisket. Per gram of beef protein consumed, both people receive the same nutrition, but the person eating brisket has to eat more of this cut to consume one gram of beef protein compared to the person who eats beef fillet.

Similarly, pet owners who purchase commercially prepared dry dog food can choose from numerous brands at differing prices. You can choose to feed a more expensive brand that uses higher quality ingredients to produce a food where the nutrition is more concentrated per gram, or you can feed an economical food where the nutrition has a lower concentration level.

Whether you buy the most or least expensive brand, you are effectively buying similar nutrition for your pet, however the formulation of the food is different and the ingredients are of a different quality. Your dog will need to eat more of the cheaper brand to meet its nutritional requirements, which is why it is so important for owners to follow the manufacturers feeding instructions displayed on the packaging.

Whether its beef fillet or brisket or something in between, dog owners are spoilt for choice and should never feel cheated as it is possible to find a good dry dog food that suits your pets palette and your pocket.

By Barry Hundley, Executive Director: Pet Food Industry (PFI) Association