Protein-related claims like “high protein” strongly influence dog food purchasing decisions, but these claims are not standardized and do not consider protein quality (PQ). Limited data exists on dog owners’ understanding of PQ and whether protein source or quantity plays a greater role in purchasing decisions. This study explored how dog owners’ personal nutritional beliefs affect nutritional decisions for their dog, how PQ is defined by owners, and how protein attributes influence purchasing decisions when protein-related claims are absent. A 60-question survey was distributed via Qualtrics to dog owners across the United States (n = 691). Participants completed 12 discrete choice experiments choosing between dog foods that varied by protein source (chicken, chicken meal, peas), amount (20%, 35%), and price ($80, $95, $110 USD). Data were analyzed using SPSS Statistics (Version 29, IBM Corp.) and STATA (Version BE; significance declared at P < 0.05). Overall, dog owners often projected personal dietary protein perceptions onto dogs’ food choices. Chicken had the greatest influence on purchasing choice, followed by chicken meal, then 35% protein compared to a product with 20% protein and peas (P < 0.001). Interaction with 35% protein increased preference for chicken meal (P < 0.001) but not chicken or peas. Owners who correctly defined PQ were positively influenced by protein source but negatively by 35% protein (P < 0.025). Evidently, protein sources have a stronger influence on dog food purchases than protein amount.

Read the full article in the Journal of Animal Science.