Clean Label in Pet Food: What Does It Really Mean?

 “Clean label” has become one of the biggest buzzwords in pet food today. But what does it actually mean? The truth is, there is no official definition from authorities like AAFCO or FEDIAF. For some pet owners, it means “natural” or “organic.” For others, it means “free from” certain ingredients. In reality, “clean label” is driven more by perception than science (Aldrich, 2019). Given that pets cannot interpret product labels, this article focuses on consumer perception studies conducted in humans, who, as pet owners, are the primary decision-makers determining the type of food provided to their animals (Morelli et al., 2021).

Why the Shift Toward “Clean”?

The trend started in human food, where simpler ingredient lists and familiar names are often seen as healthier. In fact, studies show that people tend to view hard-to-pronounce ingredients as less safe—even when they are not (Song & Schwarz, 2009). As pets become part of the family, these preferences naturally extend to pet food. This has led to the rise of claims like “grain-free,” “no artificial preservatives,” and “human-grade” (Statista, 2018).

Food Additives: Why the fear?

Food additives often get a bad reputation—but they play an essential role in keeping pet food safe, nutritious, and stable. They are strictly evaluated by authorities such as the European Food Safety Authority and regulated under frameworks like those from the European Commission (European Commission, 2008). Safety reviews are ongoing, ensuring ingredients continue to meet the latest standards. While past events like the 2007 pet food melamine contamination have shaped consumer concerns, it’s important to remember that today’s pet food industry operates under far stricter controls and continuous monitoring.

Clean Label: What are the possible pitfalls?

Choosing “clean label” isn’t always as simple as it sounds. Removing certain ingredients can come with real compromises, including impacts on nutritional balance, as essential vitamins and minerals are needed to ensure complete diets and food safety, since preservatives play a key role in preventing spoilage and harmful bacteria; and shelf life and quality, where stability and freshness may be reduced. While natural alternatives are gaining interest, maintaining food safety must remain a priority. Natural alternatives are also generally higher in price and may be cost prohibitive for producers to use (Teshome et al., 2022). Natural preservatives have been known to have lesser effectiveness in terms of preservation effect compared to their synthetic counterpart (Teshome et al., 2022). With studies showing that up to 90% of pets rely on commercial pet food as their primary source of daily nutrition (Bradshaw et al., 2006; Schleicher et al., 2019), maintaining complete, balanced and safe pet food is not optional—it is critical.

What About “Ultra-Processed” Pet Food?

Terms like “ultra-processed” are often used to describe pet food, based on systems like the NOVA classification (Monteiro et al., 2019). But these systems were originally designed for human diets and may not apply directly to pets (Tanprasertsuk et al., 2026). Dry pet food has often been criticised as ultra-processed, but it remains popular for good reasons. It is safe, convenient, affordable, and nutritionally complete to support the daily feeding of pets (Guillas et al., 2024). In fact, more than 90% of Malaysian cat owners rely on dry food as a primary diet (Chen, 2025, unpublished data).

A Smarter Way to Feed

Instead of focusing only on labels, a more practical approach is to focus on what truly benefits your pet. This means choosing diets that are complete and balanced, incorporating variety where possible—such as mixing dry and wet food—and making feeding decisions based on science rather than trends. This will not only break the cycle of monotonous feeding but can also enhance the food palate and feeding experience of the pets.

Conclusion

Clean label appeals to how we feel about food, but what matters most is how the food performs. Nutrition, safety, and quality should always come first. Additives are not inherently “bad”; in many cases, they are essential for maintaining product stability and safety. While simpler labels may seem more attractive, they do not always tell the full story. Rather than focusing solely on label-driven perceptions, we in Pet World Nutritions advocate a more practical and beneficial approach may lie in promoting balanced feeding practices, including dietary variety where feasible, and informed decision-making by pet owners. At Pet World Nutritions, we also recognise that some pet owners prefer cleaner, simpler formulations.

Our brand, SIMPLE focus on simple, thoughtfully selected ingredients, while still maintaining nutritional completeness and safety. Ultimately, a clean label should be viewed not as an end goal in itself, but as part of a broader conversation on transparency, science-based nutrition, and sustainability in the pet food industry. The best food choice is one that supports your pet’s health, well-being, and long-term nutrition—not just what is trending.

Reference

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