Posted by Jack Turner on 15th Jan 2026
What those ingredient percentages actually mean, and what to check first.
Dog food labels are written to sell, so it helps to know which numbers matter.
Start with the first five ingredients
Ingredients are listed by weight before cooking. A named meat such as 'salmon' or 'chicken' at the top is a good sign; vague terms like 'meat and animal derivatives' tell you very little.
Complete or complementary?
A complete food can be fed on its own. A complementary food — most treats and toppers — can't, so keep it under 10% of daily calories.
Check the analytical constituents
- Protein: 22–30% suits most adult dogs
- Fat: higher for working dogs, lower for couch potatoes
- Ash: under 9% usually means good-quality ingredients
Not sure what suits your dog? Our nutrition advisors are happy to help — just ask in store or through the contact form.