ardam, formerly CDK9 Raw, has been writing about raw feeding and pet nutrition since 2017, and one of our most read pieces looked at how the commercial pet food industry actually works. This is a refreshed, fact-checked look at that original piece: who makes the food on Australian shelves, how the market is structured, and why the labelling on a bag of kibble is not always as clear as it should be. Our goal is to give you the facts so you can make an informed choice for your dog, not to tell you what to think.
How big is the pet food industry?
Pet food is a genuinely large global industry. Analysts have valued the global pet food market at well over USD $100 billion, with dry dog food making up a substantial share of that figure. In Australia, pet care spending runs into the billions of dollars each year, split across food, health products, accessories and services. Scale like this means the companies behind major dog food brands have serious marketing budgets and significant influence over how pet food is presented on shelves and in vet clinics.
That is not automatically a bad thing. Large companies can invest in research, quality control and supply chain safety. But it does mean it pays to look past the packaging and understand who actually owns the brand in your trolley.
Who owns the biggest pet food brands?
A relatively small number of multinational companies own a large share of the pet food brands sold in Australian supermarkets and pet stores. Two of the best known parent companies are also major players in confectionery and consumer goods:
- Mars, Incorporated owns pet brands including Pedigree, Royal Canin, Advance and Whiskas, alongside its confectionery business.
- Nestlé owns Purina, which covers a wide range of sub-brands sold across supermarkets and specialty stores.
- Hill's Pet Nutrition is a subsidiary of Colgate-Palmolive, and is well known for its "Science Diet" and "Prescription Diet" ranges sold through vet clinics.
None of this is secret. It is disclosed in these companies' public financial reports and ownership structures. The reason it is worth knowing is simple: a brand name on the front of a bag does not always tell you which company, or what broader commercial interests, sit behind it.
Scale and market concentration
Market concentration in the pet food sector means the strategic decisions of a small number of companies have an outsized influence on what fills supermarket and pet store shelves across Australia. When a handful of parent companies control a large share of shelf space, it becomes harder for smaller, independent brands, including newer raw feeding companies, to gain the same visibility, even if their products are of comparable or higher quality. This is a structural feature of the market worth understanding, rather than a conspiracy: large companies have larger advertising and distribution budgets, and retailers naturally favour products that move quickly off the shelf.
It is also worth recognising that this concentration is not unique to pet food. Many consumer goods categories, from breakfast cereal to household cleaning products, show similar ownership patterns. The key takeaway for pet owners is simply to understand that a wide variety of brand names on a shelf does not necessarily mean a wide variety of underlying manufacturers or philosophies.
Why pet food labelling can be confusing
Unlike human food, pet food labelling in Australia is not always required to disclose full percentage breakdowns of every ingredient. This creates room for some common labelling practices that are technically permitted but can mislead a shopper moving quickly through the aisle:
- Headline ingredients like "chicken" can be listed prominently on the front of a pack while making up a modest percentage of the actual recipe once you read the fine print on the back.
- Carbohydrate content is not always required to be disclosed as a percentage, even though grains and starches can make up a large proportion of a kibble recipe.
- "Grain-free" claims usually mean a different starch, such as potato or tapioca, has replaced grain, not that the product is low in carbohydrates.
- Marketing words such as "premium," "natural" or "complete" are not strictly regulated terms and do not guarantee a specific nutritional standard.
The RSPCA and the Australian Veterinary Association both publish general guidance encouraging owners to read ingredient lists closely and understand what "complete and balanced" actually means for a given product, rather than relying on front-of-pack claims alone.
What ardam does differently
At ardam, we publish our ingredient composition in plain terms rather than relying on vague marketing language. Our mixes are built around a meat, bone and offal ratio designed to reflect a species-appropriate diet, using human-grade ingredients sourced in Australia. Right now our active range includes Beef, Chicken and Duck mixes, alongside treats such as Lamb Marrow Bones. We do not use grain fillers or artificial preservatives in our raw mixes.
If you are new to raw feeding and want to see what a transparent ingredient list actually looks like, our sample pack is a low-commitment way to try it, and our feeding quiz can help you work out portion sizes for your dog's breed, age and weight.
What this means for Sydney dog owners
For dog owners here in Sydney and across Australia, the practical takeaway is simple: read past the front of the pack. Look at the actual ingredient percentages, understand where your meat is sourced from, and ask questions if a label seems vague. A reputable supplier, raw or commercial, should be able to tell you exactly what is in the bag and where it came from.
In Part 2 of this series, we look at how pet food companies have historically built relationships with veterinary education and professional bodies, and what that means for the advice pet owners receive.
What this history means for how you shop
None of this history is a reason to panic about pet food generally, and it is certainly not a reason to distrust every brand on the shelf. What it does argue for is informed shopping. Look for brands that disclose their actual ingredient sourcing, not just marketing language. Look for clear composition percentages rather than vague claims like "premium" or "natural" with no supporting detail. And be comfortable asking a brand direct questions, if they cannot or will not answer clearly, that tells you something important on its own.
At ardam, we built our business specifically around addressing these transparency gaps for Sydney and Australian pet owners, with full visibility into what goes into every mix. If you want to compare that approach directly against what is on your current shelf, our sample pack is a low-risk way to see the difference for yourself.
Frequently Asked Questions
Is commercial dog food bad for my dog?
Not necessarily. Many commercial diets meet recognised nutritional standards. The concern raised in this article is about label transparency and marketing language, not a blanket claim that all commercial food is harmful. Talk to your vet about what suits your individual dog.
Who owns most pet food brands in Australia?
A relatively small number of multinational companies, including Mars, Nestlé and Colgate-Palmolive (through Hill's Pet Nutrition), own a large share of major pet food brands sold in Australia.
What does "grain-free" actually mean on a dog food label?
It generally means grains like wheat or corn have been replaced with another starch source, such as potato. It does not necessarily mean the product is low in carbohydrates overall.
Why isn't all the ingredient information on the front of the pack?
Pet food labelling rules in Australia do not require the same level of front-of-pack disclosure as human food. Full ingredient breakdowns are usually found in smaller print, often on the back or side of the packaging.
What makes ardam's ingredient sourcing different?
ardam uses human-grade meat, bone and offal sourced in Australia, and publishes our composition ratios in plain language rather than relying on vague marketing terms.
Are ardam's mixes complete and balanced?
Our mixes are formulated around a meat, bone and offal ratio designed to reflect a species-appropriate diet. As with any diet change, we recommend talking to your vet, especially for puppies or dogs with existing health conditions.
Does ardam still sell Lamb or Kangaroo Essentials Mix?
No. Our current active range is Beef, Chicken and Duck. Lamb is available as a treat in the form of Lamb Marrow Bones.
Where can I read Part 2 of this series?
Part 2 covers how commercial pet food companies have historically engaged with veterinary education and professional associations. You can read it here.
Reviewed by the ardam team.
