Clever marketing loops are hiding what is actually inside your pet's bowl. Are you paying for protein or just clever math?
Ingredients are listed by weight before they are cooked. This is the manufacturer's biggest legal advantage to make labels look meatier.
Fresh chicken is mostly moisture. Once it is turned into dry kibble, that 'first ingredient' shrinks to a fraction of its original size.
Brands take one cheap filler and break it into three different names so none of them appear larger than the primary meat source.
Seeing pea protein, pea fiber, and pea starch? Combined, they likely outweigh the meat. You are buying a bag of peas, not steak.
The first five ingredients usually make up the vast majority of the bag. If three are plant 'splits,' the meat is a minority.
Watch for 'Brown Rice,' 'White Rice,' and 'Rice Bran.' It is just one grain wearing three hats to stay lower on the list.
Don't fear 'Chicken Meal.' It is already dry, meaning it provides more real protein per kilogram in the final kibble than fresh meat.
If the label says 'Animal Fat' instead of 'Chicken Fat,' they are using whatever is cheapest this month. That is a red flag.
Low protein (under 24% for dogs) and high fiber usually mean those plant 'splits' are doing all the heavy lifting.
Reputable brands will share their typical analysis. If they won't disclose the meat percentage, it is time to switch brands.
Ingredient splitting turns a grain-heavy filler into a 'meat first' miracle. You aren't just a pet owner; you have to be a detective.
Get the full checklist to decode your pet's label and see our list of transparent, high-protein brands.