Dry food, wet food, fresh food, raw food.
Toppers, treats, broths, drizzlers.
It’s no wonder pet owners are overwhelmed when it comes to feeding time. You want to give your dog a healthy, happy life. But with so many options, choosing the right meal can be confusing. In fact, a recent Mars survey of U.S. pet parents showed that 44% report feeling daily anxiety or guilt that they are not feeding their pet correctly.1
Grounded in decades of research from the Waltham Petcare Science Institute(Opens a new window), Mars supports pet owners by continuously advancing the science of nutrition and providing clarity around pet nutrition.
Pet food generally falls into three main categories: dry (kibble), wet (canned), and fresh, with raw pet food recognized as a separate feeding format. According to the Centers for Disease Control and Prevention (CDC)(Opens a new window), kibble is fully cooked before being dried, while canned food is sealed and sterilized through high-heat processing, to ensure safe, shelf-stable formats.
Fresh pet food is typically cooked and requires refrigeration. Raw pet food, by contrast, is uncooked, and the CDC does not recommend feeding raw pet food or treats to dogs and cats because they may contain harmful bacteria such as Salmonella and Listeria. The agency also notes that freezing, dehydrating, or freeze-drying raw ingredients may reduce but does not eliminate these pathogens.
Is kibble a good choice for my dog?
Yes, kibble is a simple and reliable way to support your dog’s health every day. It is a Complete and Balanced Meal. It is an accessible choice trusted by most dog owners, with 82%(Opens a new window) of U.S. dog owners feeding kibble as their pet's primary food, according to a 2024 study.
The gold standard in pet food is “complete and balanced” nutrition, a term defined by the Association of American Feed Control Officials(Opens a new window) (AAFCO). It means that every meal provides the right nutrients, in the right amounts, for complete and balanced nutrition for the appropriate life stage.
Pet owners today have more feeding choices than ever, from dry kibble and wet food to fresh, freeze-dried and raw diets, as well as treats, toppers and mixers. At Mars, our portfolio spans these nutrition formats across brands including PEDIGREE®, NUTRO™, IAMS™, EUKANUBA™, ROYAL CANIN®, ORIJEN® and ACANA®. For many dogs, kibble provides a complete and balanced nutritional foundation, while other formats such as wet food, toppers and mixers can complement meals by adding variety, flavor and moisture based on a dog's individual needs and preferences.
Kibble has many functional benefits, too:
- Dental Health: The crunchy texture scrubs a dog’s teeth as they chew, reducing plaque, though it is not a substitute for dedicated dental care.
- Digestive Health: Kibble’s grains and fibers support beneficial gut activity and improve stool quality.
- Fun Mealtimes: Kibble works well in puzzle feeders and toys, turning meals into a mentally stimulating game.
What ingredients are used in kibble?
At Mars, kibble is made with high-quality ingredients, utilizing high-quality protein sources and purposeful grains which serve specific nutritional objectives. We also use high-quality animal by-products or derivatives, to provide essential protein, iron, and vitamins. They are safe, highly nutritious, and dogs love the flavor they bring to kibble. These terms also apply to meat and bone meals that provide essential minerals and protein.
- Quality Proteins: Animal proteins like chicken and lamb are the number one ingredient in IAMS kibble. ORIJEN food contains ingredients such as wild-caught fish and ranch-raised lamb and beef.
- Purposeful Nutrients: Our ingredients are carefully selected to provide all the essentials. Grains such as corn provide carbohydrates for energy, vital B-vitamins for energy metabolism and nervous system functions, and fatty acids that are essential for the immune system and skin health.
| Benefits of Corn in Pet Food | |
| Oil and Starch | Promotes slow digestion, providing long-lasting energy |
| Antioxidants | Lutein and zeaxantin support optimal eye health |
| B-Vitamins | Support the nervous system and healthy skin |
| Electrolytes | Magnesium and potassium support metabolism, heart and muscle function |
Kibble goes through a manufacturing process that is highly purposeful and designed for food safety. Making kibble includes a cooking step that applies enough heat to destroy pathogens, while low enough to preserve nutrients and ensure the food is highly digestible. We support this with rigorous quality checks throughout our supply chain, testing our ingredients and kibble at our development sites to guarantee a safe, complete, and balanced meal.
Yes, dogs have unique needs at each life stage. Complete and balanced nutrition isn't static: requirements shift by species, life stage, breed size, activity level, and health condition.
Our formulas are customized for puppies, adults, and seniors. This approach is the result of more than six decades of research at the Waltham Petcare Science Institute.
- Puppies: Formulas are high in protein and minerals to build energy and encourage strong bone, muscle and tissue growth during this important period. Recipes like ACANA™, ROYAL CANIN® and IAMS™ puppy food focus on essential Omega-3 fatty acids crucial for brain development.
- Adults: Recipes are balanced for energy and immune support, while also keeping mindful that adult dogs are at risk of being overweight, which can shorten their average life. Pet owners can consider a low fat diet like PEDIGREE® Healthy Weight food at this stage.
- Seniors: While research around older dogs is still evolving, formulations like ORIJEN™ and ROYAL CANIN® senior food offer antioxidants, zinc, B-vitamins, additional protein, and amino acids. These help maintain energy, support the nervous system, slow muscle loss, and support immune system function.
- Breed-Specific: Because each purebred dog has unique physiological traits and anatomical vulnerabilities, diets must be tailored to their distinct needs. Formulas like ROYAL CANIN® Breed Health Nutrition German Shepherd provide highly digestible proteins, prebiotics, and omega-3 fatty acids (EPA/DHA) to ensure digestive security, reinforce bone and joint structure, and support skin barrier health.
Yes, many of the ingredients we use are responsibly sourced with some (such as silver carp) offering both nutritional and environmental benefits. We’re driving innovation and supporting pet owners in making sustainable choices. Some of the ways we're doing this is by advancing climate smart agriculture partnerships and redesigning our packaging for circularity.
Yes, Mars kibble products are not only nutritionally complete and balanced for your dog during all life stages but also made with high quality, safe ingredients meeting our rigorous standards.
All Mars pet food brands are backed by science, rigorous testing, and a deep love for pets. Our commitment is to provide choices that pet owners can feel good about.
In a world full of advice, understanding the facts is the best way forward. We encourage all pet owners to consult their veterinarians to find the best diet for their pet.
- Survey conducted by Mars Petcare in partnership with Morning Consult between July 10-13, 2026, among a nationally representative sample of 3,029 US adults aged 18 and older.
