Consumers have long been encouraged to read labels on food products, and the same scrutiny is starting to apply to pet food. While trends in human wellness have influenced the pet food aisle, comparing products like dog treats has not always been straightforward. Some packages list crude fiber, while others use dietary fiber, and measurements may vary between kcals and calories.

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As pet owners become more discerning about pet nutrition, they seek clarity about ingredients, protein sources, and effects of functionalities claimed on packaging. To address this, the Association of American Feed Control Officials (AAFCO) has approved new Pet Food Label Modernization (PFLM) model regulations in 2023. This marks the first significant update to pet food labeling in over 40 years, introducing a Pet Nutrition Facts panel similar to those used in human food.

Research from the U.S. Food and Drug Administration indicates that 87% of U.S. adults check Nutrition Facts labels, providing a solid foundation for pet food labeling improvements. The new regulations will allow specialty pet foods, such as treats, to present nutrient guarantees in familiar household measures, aiding consumers in comparing protein, fat, fiber, calories, and serving sizes side-by-side.

While a Pet Nutrition Facts panel can inform shoppers about product contents, it won't explain the purpose of those ingredients. Pet owners are increasingly interested in aspects like protein quality and functional nutrition, seeking more comprehensive information on why specific components are included in the products they purchase.

Some companies, like Champ’s Pet Kitchen, are already implementing the new labeling format, providing QR codes on packaging to direct consumers to detailed product information that explains ingredient roles and benefits. This proactive approach supports consumer understanding and caters to their interest in products that offer tangible health benefits.

Retailers also play a critical role by offering additional educational resources through product pages and promotional activities. As the pet food market evolves with more brands promoting unique functional benefits, clear communication from both brands and retailers is essential. This collaborative effort aims to simplify the shopping experience in an increasingly complex pet food aisle, helping consumers make informed decisions.