14/05/2026
âMeat firstâ is one of the biggest marketing hooks in pet food â and it works because most people assume the first ingredient must make up the majority of the food, when it doesnât!
Thatâs not how ingredient lists work.
In Australia, ingredients are listed in descending order by weight before processing. Fresh meat contains a lot of water, while ingredients like rice, peas, lentils, potato, oats and other starches are much drier. Once kibble is cooked and that moisture is removed, the dry ingredients can contribute far more to the final product than people realise.
A food with chicken listed first and rice listed second doesnât automatically mean itâs mostly chicken. After processing, that rice may make up a significant portion of the finished kibble.
Then thereâs ingredient splitting â an age old trick. Instead of listing a large amount of one ingredient like rice, a label might break it into multiple parts such as rice, brown rice, rice bran, and rice flour. Each appears lower on the list individually, but combined they may outweigh the meat ingredient.
The same thing happens with peas, lentils, potatoes and other plant ingredients.
This doesnât automatically make a food bad, but it does mean âmeat firstâ is often used to create a perception that isnât always reflected in what ends up in your dogâs bowl.
Look at the full ingredient list, consider how many starch ingredients are included, and donât assume the first ingredient tells the whole story. Thatâs exactly what pet food marketing wants you to do.