Raw vs. Processed Dog Food

Why Marketers Should Pay Attention

Walk into any UK supermarket and you’ll find a brightly coloured aisle full of glossy packaging, cartoonish mascots, and taglines promising optimal nutrition for your dog. Most of its kibble – the ultra-processed dry pellets that dominate the pet food industry. But scratch beneath the surface and you’ll find a growing number of consumers turning to raw feeding instead.

Supermarkets are seeing the light and many, like Sainsbury’s in the UK are stocking brands like Paleo Ridge.

This shift is more than a fad. It’s a marketing lesson in consumer trust, wellness trends, and the long tail of convenience culture. And for marketers, especially those working in pet care, nutrition or sustainability, understanding this movement is essential.

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A Brief History of Dog Food Marketing

For centuries, dogs were fed scraps, bones, and whatever else was going – and most seemed to get along just fine. Commercial dog food only really took off post-World War II, with brands introducing dry, shelf-stable kibble as a modern, convenient alternative.

By the 1960s and 70s, kibble was the norm. Clever marketing reframed this highly processed food as a premium, science-led product. Just like breakfast cereals for humans, kibble benefited from the “processed equals progress” narrative. Manufacturers began sponsoring vet schools, launching slick campaigns, and backing studies that positioned their product as nutritionally complete.

Fast forward to today, and that messaging still dominates. But cracks are starting to show.

What’s Actually in Kibble?

Many kibble brands are made using a high-heat extrusion process. Ingredients – often including meat by-products, grains, artificial preservatives, and rendered fats – are cooked at high temperatures, losing much of their natural nutritional value. They’re then sprayed with palatants (chemical flavour enhancers) to entice dogs to eat them.

The issue?

Numerous studies have questioned the health impacts of ultra-processed pet foods. A 2020 study published in BMC Veterinary Research found that processed pet food was significantly associated with chronic inflammation and obesity in dogs. Another peer-reviewed study in Animals journal (2021) noted that raw-fed dogs had significantly lower rates of dental disease, digestive issues, and skin conditions.

Even the World Small Animal Veterinary Association (WSAVA) has acknowledged growing concerns around processing, though they’ve been cautious to endorse raw due to safety and handling debates – more on that later.

Why Raw Is on the Rise

Raw feeding – often referred to as BARF (Biologically Appropriate Raw Food) – typically includes raw muscle meat, bones, offal, and occasionally vegetables or fruit. Advocates argue it’s closer to what dogs evolved to eat, and sidesteps the artificial additives and intense heat processing that kibble requires.

Scientific support is growing. A landmark study by Dr. Anna Hielm-Björkman at the University of Helsinki found that raw-fed puppies had a significantly reduced risk of atopy (allergic skin disease) later in life. Other studies have linked raw feeding with improved microbiome diversity, firmer stools, shinier coats, and increased energy.

Critics of raw feeding often raise concerns about bacterial contamination. But raw advocates point out that dogs’ digestive systems are equipped to handle raw meat, and that mishandling is far more often an issue on the human side (e.g. poor hygiene or cross-contamination).

Moreover, commercial raw producers are increasingly regulated and subject to stringent pathogen testing.

Ethical and Environmental Angles

There’s also an ethical marketing conversation to be had.

Kibble manufacturers often use terms like “with chicken” or “high protein”, while including minimal actual meat – some UK brands need only 4% of the named ingredient to make the claim legally. It’s a classic case of misleading but technically permissible labelling.

From an environmental angle, raw feeding can be more sustainable when sourced locally or made from meat by-products that would otherwise be wasted. Many raw feeders also buy in bulk, freeze, and reduce packaging waste. Meanwhile, kibble often relies on global supply chains, monoculture crops (like maize), and layers of plastic packaging.

It’s not perfect – raw meat has its own environmental costs – but for conscious consumers, the transparency of ingredients is a compelling draw.

Kibble’s Marketing Stronghold

So why does kibble still dominate? Three reasons: convenience, price, and perception.

Kibble is easy. It’s pourable, measurable, and lasts forever.

It’s also cheaper at the till – though arguably more expensive when factoring in long-term vet bills. And thanks to decades of marketing, many owners believe it’s the scientifically best option.

Brands have mastered the art of medicalising kibble. Packaging often features clinical imagery, vet endorsements, and terms like “prescription diet”. For the average pet owner, that adds a veneer of authority.

But as consumers become more ingredient-literate, that authority is being challenged.

And here lies the opportunity.

A Marketing Perspective: What to Learn from the Raw Movement

The raw feeding movement is consumer-led. It hasn’t been backed by billion-pound advertising campaigns or supermarket placement deals. Instead, it’s grown through word-of-mouth, independent retailers, ethical storytelling, and a distrust of Big Pet Food.

For marketers, it’s a reminder that:

• Transparency sells – when people know exactly what’s in their dog’s food, trust increases.

• Education matters – raw feeders often go down rabbit holes of research. Brands that inform, not just sell, are winning hearts.

• Community is powerful – raw feeding groups and forums are a goldmine of advocacy and loyalty.

Marketers working in the pet sector should consider how their brand communicates not just health, but honesty. Does your packaging reflect the true ingredient list? Are your claims substantiated by independent evidence? Do you show the real food – or just an artist’s rendering?

TL;DR

• Kibble is an ultra-processed product marketed through decades of convenience, vet alignment, and shelf stability.

• Scientific evidence increasingly supports raw feeding for improved gut health, skin, energy, and reduced inflammation.

• Raw food offers ethical, environmental, and transparency benefits for dog owners who are ingredient-aware and health-conscious.

• Marketers can learn from the raw movement by prioritising transparency, education, and community building – especially as trust in mass food systems declines.