Transparent Labels:
A Competitive Advantage in Pet Food

Transparency is no longer a secondary value.

It is a strategic lever. As highlighted by the Osservatorio Immagino by GS1 Italy, on-pack information is playing an increasingly decisive role in FMCG purchasing decisions. Claims, ingredient lists, nutritional tables and functional indications are not just regulatory elements — they are decision-making tools. Clear communication is now a tangible sell-out driver.

This trend fully applies to pet food, where today’s consumers — more informed, more attentive and strongly focused on pet wellbeing — read and compare labels with the same scrutiny they apply to their own food.

The European Regulatory Framework

In the European Union, pet food labelling is governed by Regulation (EC) No 767/2009, which defines, among other aspects, the mandatory information to be provided on feed products, including raw materials.

The regulation allows ingredients to be declared:

• by category (e.g. “meat and animal derivatives”),
• or specifically named,
• with percentages required only in certain cases (for example, when an ingredient is emphasised on pack).

This means the level of detail can vary significantly from product to product — while still remaining legally compliant.

The REFINE Approach: Going Beyond Compliance

At REFINE Pet Foods, we have made a clear strategic choice: to declare all ingredients specifically and with their respective percentages.

This approach:

• strengthens brand credibility,
• supports distributors and retailers with clearer product positioning,
• reduces interpretative ambiguity, 
• builds stronger trust with pet owners.

In a market where formulations are often described using broad categories, the precise declaration of raw materials and percentages becomes a concrete point of differentiation.

Transparency = Value for the Trade

Data from the Osservatorio Immagino confirms that label information directly impacts market performance. The ability to communicate clearly, consistently and verifiably supports growth across FMCG categories.

In pet food, this translates into:

• higher consumer trust,
• lower price sensitivity when value is clearly perceived,
• stronger premium positioning, 
• more sustainable mid-term rotation.

For distributors and commercial partners, offering a brand that communicates transparently means aligning with the evolving expectations of the European market.

Transparency is not just a regulatory requirement. It is a strategic decision.

And today, it is a competitive advantage.