Adapted from a press release:
A consumer data analysis firm used e-commerce reviews to categorize dry dog food brands as Leaders, Niche, At Risk or Laggard based on customer sentiment and loyalty indicators. Analysts identified six major topics of consumer concern.
To conduct their analysis, market researchers with Reviews.ai used 135,303 online customer reviews from 2024. The reviews referred to 26 pet food brands and 89 specific dry dog food products. Reviews.ai published its analysis in its Dry Dog Food Report 2025 – Best Seller Performance Report.
Dog kibble brands ranked
The research segmented brands into four major performance categories based on review sentiment and consumer satisfaction levels:
Leaders - High customer satisfaction and strong loyalty
- Purina, Hill’s, Iams, Nutro, Royal Canin, Rachel Ray Nutrish
Niche - smaller brands with strong consumer sentiment
- Merrick, Pedigree, Health Extension, Natural Balance
At Risk - high visibility but declining consumer trust
- Blue Buffalo, Taste of the Wild, Orijen, Open Farm
Laggard - low engagement and poor consumer sentiment
- Zignature, Diamond Naturals, Cesar, Canidae, Wagg
Among the reviews, the analysts noted specific areas of kibble customer concern.
Brand Trust and Transparency Issues
- Pet owners increasingly feel brands overpromise and underdeliver, with complaints
about the health benefits not aligning with marketing claims.
- Brands that fail to offer clear, verifiable sourcing information risk losing long-term
customer loyalty.
Ingredient Quality and Health Concerns
- Ingredient scrutiny is on the rise, with consumers prioritizing nutrition and transparency
over vague "premium" claims.
- Many brands market their formulas as biologically appropriate, grain-free, or
high-protein, but consumer complaints indicate concerns over digestibility and potential allergens.
Price vs. Perceived Value
- While premium pet food sales are increasing, consumers are questioning whether higher
price points equate to better quality.
- Some brands struggle to justify their costs, leading customers to switch to more
affordable brands that provide similar perceived benefits.
Retail and E-Commerce Strategy Impact on Brand Loyalty
- Product availability, shipping reliability, and seamless online purchasing play a critical
role in customer retention.
- Stock shortages and long fulfillment times are driving pet owners to explore alternative
brands.
Six key consumer review topics
The report categorized 135,303 reviews into six primary areas of concern.
- Dog Preference and Satisfaction: Dogs rejecting food due to taste, smell, or texture inconsistencies is a top frustration among consumers.
- Dog Health and Wellness: Brands with strong veterinarian endorsements and clear health benefits receive significantly higher loyalty scores.
- Brand and Trust: Brands that frequently change formulas or use vague marketing language see significant trust declines.
- Product and Experience: Complaints about inconsistent kibble quality, packaging issues, and sudden formula changes are among the most common negative reviews.
- Price and Purchase: Premium-priced brands must demonstrate clear benefits to retain customers, as value-driven buyers are switching to affordable alternatives.
- Service and Fulfillment: Stock shortages, slow delivery times, and unresponsive customer support are causing shifts in consumer buying behavior.
