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Written by Paul
Dr Paul Manktelow is a vet who’s worked for almost 20 years on the front line in some of the UK’s busiest veterinary hospitals. As Chief Vet in the Charity Sector, he leads a team of vets and nurses that treat thousands of pets every year. Paul also appears regularly in the media as a TV and radio presenter, writer, public speaker and podcast producer.
Walk into any pet shop or scroll online for five minutes and you’ll see it.
🔹Raw.
🔹Grain-free.
🔹Human-grade.
🔹Organic.
🔹Vegan.
🔹Insect-based.
It is no wonder many pet guardians feel overwhelmed. Everyone seems to have a strong opinion about what is “best” to feed your dog or cat.
In a recent episode of The Consult Room, I sat down with Cat the Vet to unpack exactly why pet nutrition has become so divisive, and why so many well-meaning owners are left confused rather than confident. You can listen to the full conversation here:
But before diving into trends, it helps to start with the fundamentals.
Why Nutrition Feels So Complicated
Nutrition looks simple on the surface. We all eat. We all feed our pets. That familiarity creates confidence.
But beneath the surface, nutrition is a scientific discipline. Diets are formulated around precise balances of protein, fats, micronutrients, minerals and vitamins. Small imbalances over time can have significant consequences, especially in growing animals.
The difficulty is that science rarely shouts as loudly as marketing.
The Power of Marketing Narratives
Some brands rely on evidence and research. Others rely heavily on storytelling.
Words like “natural,” “premium,” “human-grade,” or “ancestral” are powerful. They appeal to emotion. They tap into how we feel about food for ourselves.
But these terms are not the same as nutritional adequacy.
In the UK and EU, the most important words on a pet food label are far less glamorous: complete and balanced. That phrase means the food meets established nutritional standards for the life stage listed.
Everything else is preference.
As we discussed on the podcast, the gap between what feels right and what is scientifically necessary is often where confusion takes hold.
Raw, Grain-Free, Vegan – Do They Matter?
Many feeding trends have grown from human food movements.
Grain-free diets rose in popularity alongside gluten-free human diets. Raw feeding appeals to ideas about “natural” eating. Vegan and insect-based diets reflect ethical and sustainability concerns.
Some pets do well on alternative diets. Some do not. What matters most is whether the diet is complete, balanced and appropriate for the animal’s species and life stage.
For cats, as obligate carnivores, nutritional formulation is particularly critical. For dogs, there is more flexibility, but long-term research still matters.
Trends are not automatically wrong. But they are not automatically necessary either.
Focus on Outcomes, Not Hype
One of the most helpful ways to cut through confusion is to look at your pet.
- Is their body condition healthy?
- Is their coat glossy?
- Are their stools well formed?
- Do they have good energy?
Outcomes tell you more than branding ever will.
Feeding With Confidence
Most owners are trying their best. The pressure to choose the “perfect” diet can create guilt, especially during a cost-of-living squeeze.
The reassuring truth is this: complete and balanced diets exist at many price points. Feeding well does not require boutique packaging or lifestyle branding.
If you’d like to explore this topic in more depth, including how social media has shaped pet food conversations, you can listen to the full episode of The Consult Room here:
