how consistent are the dog food product details found online?
TRANSCRIPT
![Page 1: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/1.jpg)
THEFINEPRINT
DOG FOODs
s
s
How consistent is the online shopping experience when it comes to items with tedious
product detail?
s
Tuesday, July 23, 13
![Page 2: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/2.jpg)
No one likes a sad puppy.
So before we buy them something new, like DOG FOOD,
we like to do our research.Tuesday, July 23, 13
![Page 3: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/3.jpg)
OUR QUESTIONS:
Is the information consistent across online sources, and against readily available consumer purchasing guides?
s
How much product detail about
dog food can be found online?
s
Tuesday, July 23, 13
![Page 4: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/4.jpg)
WHAT WE FOUND:
We found that companies are even incorrectly listing
regulated ingredients on their sites!
sFrom discrepancies in specific
numbers to the omission of
important info, there was not
a single website without fault.
s
Tuesday, July 23, 13
![Page 5: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/5.jpg)
SETTING UP THE STUDY
Tuesday, July 23, 13
![Page 6: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/6.jpg)
s
There are many guides online to help you pick
the right dog food.
s
sThis is the query we used.
(This means consumers are being told to look for specific info, and suppliers should know what they are.)s
Tuesday, July 23, 13
![Page 7: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/7.jpg)
We decided to compare guides from three trusted companies...
s
s
s
s
Tuesday, July 23, 13
![Page 8: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/8.jpg)
...and compiled a list of product details that consumers are commonly advised to look for.
s
•Ingredients/preservatives• Serving sizes• Guaranteed analysis percentages• Nutritional adequacy statement
s* These details are explained further
later in the piece.
s
Tuesday, July 23, 13
![Page 9: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/9.jpg)
We then picked four industry leaders to study...
s
s
ss
s
Tuesday, July 23, 13
![Page 10: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/10.jpg)
...and chose a common brand of dog food sold
amongst them.
s
s
(It was a harder task
than we thought.)
s
Tuesday, July 23, 13
![Page 11: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/11.jpg)
With our companies, products, and guides selected, it was time to start answering our two questions:
s
Are these product
details consistent
across online
sources?
s
Are the product details mentioned in consumer
purchasing guides available online?
s
Tuesday, July 23, 13
![Page 12: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/12.jpg)
IDENTIFYINGINGREDIENTS
Tuesday, July 23, 13
![Page 13: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/13.jpg)
Whether you’re worried about ALLERGIES,
specific PRESERVATIVES, or the way the
food is FLAVORED...
s
...THE INGREDIENTS HOLD THE ANSWERS.
s
Tuesday, July 23, 13
![Page 14: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/14.jpg)
Ingredients are supposed to be listed by weight so consumers know what proportion
of each is contained in the food.
s
Tuesday, July 23, 13
![Page 15: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/15.jpg)
We compared the ingredients portion of each product page to
the ingredients on the Blue Buffalo page to see how they
measured up.
s
Tuesday, July 23, 13
![Page 16: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/16.jpg)
s
s
sIngredients out of order and paraphrased, i.e...
s
s#3 #5
Tuesday, July 23, 13
![Page 17: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/17.jpg)
s
ss
s
s
Ingredients out of order and paraphrased, i.e...
s
#9
#7
Tuesday, July 23, 13
![Page 18: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/18.jpg)
s
Ingredients MATCHs
s
s
Tuesday, July 23, 13
![Page 19: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/19.jpg)
s
ss
Ingredients both out of order and
paraphrased, i.e...
s
#6
#7
Tuesday, July 23, 13
![Page 20: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/20.jpg)
INTERESTING FINDSs
Only 1 out of 4 companies took the ingredients list straight from the
Blue Buffalo product page.
s
Tuesday, July 23, 13
![Page 21: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/21.jpg)
INTERESTING FINDSs
The rest of the companies reordered and paraphrased some ingredients.
None of the versions were consistent with each other.
s
Tuesday, July 23, 13
![Page 22: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/22.jpg)
Are these product
details consistent
across online sources?
s
NO
Are the product details mentioned in consumer purchasing guides
available online?
s
YESs
s
Tuesday, July 23, 13
![Page 23: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/23.jpg)
DETERMININGSERVING
SIZES
Tuesday, July 23, 13
![Page 24: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/24.jpg)
While pet owners should consult
their veterinarians about portion
sizes, the guidelines on a dog food
bag provide a good estimate.
s
Owners can also get an idea about calories per serving, etc.
s
Tuesday, July 23, 13
![Page 25: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/25.jpg)
sss
Wording almost directly from Blue Buffalo site; no meal frequency, calorie count, prep options, fresh water
s
s s
s
Tuesday, July 23, 13
![Page 26: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/26.jpg)
ss
Wording almost directly from Blue Buffalo site; no transition info, prep options, fresh water, vet disclaimer, calorie count
s s
s
s
Tuesday, July 23, 13
![Page 27: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/27.jpg)
ss
sNO SERVING SIZE INFORMATION ONLINE
s
Tuesday, July 23, 13
![Page 28: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/28.jpg)
s
s
s
s
Wording almost directly from Blue Buffalo site; only no fresh water reminder
s
Tuesday, July 23, 13
![Page 29: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/29.jpg)
INTERESTING FINDSs
Companies tend to take the most wording directly from the source when talking about serving size.
s
Tuesday, July 23, 13
![Page 30: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/30.jpg)
That being said, companies take the most liberty here when it comes to picking and
choosing details to display.
s
INTERESTING FINDSs
An average consumer might not find the information he/she is looking for.
s
Tuesday, July 23, 13
![Page 31: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/31.jpg)
Are these product
details consistent
across online sources?
s
NO
Are the product details mentioned in consumer purchasing guides
available online?
s
NOT
CONSISTENTLY
s
s
Tuesday, July 23, 13
![Page 32: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/32.jpg)
THEGUARANTEED ANALYSIS
Tuesday, July 23, 13
![Page 33: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/33.jpg)
Many states require dog food companies to list the
minimum %’s of crude protein and fat, and maximum
%’s of crude fiber and moisture in the food.
s
Dedicated pet owners can compare nutrient percentages
between food.
s
Tuesday, July 23, 13
![Page 34: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/34.jpg)
s
s
s
Organization of nutrients and
crude percentages aren’t the same
s
s
Tuesday, July 23, 13
![Page 35: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/35.jpg)
s
s
Numbers consistent but order of nutrients jumbles at the bottoms
s
s
Tuesday, July 23, 13
![Page 36: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/36.jpg)
ss
s
Guaranteed Analyses MATCHs
s
Tuesday, July 23, 13
![Page 37: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/37.jpg)
s
Organization of nutrients and crude percentages aren’t the same
s
s
s
s
Tuesday, July 23, 13
![Page 38: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/38.jpg)
s
Both the organization and crude percentages of nutrients fluctuate
across most of the sites.
s
INTERESTING FINDSs
Tuesday, July 23, 13
![Page 39: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/39.jpg)
Only 1 out of 4 companies took the guaranteed analysis information directly
from the Blue Buffalo product page
s
INTERESTING FINDSs
Tuesday, July 23, 13
![Page 40: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/40.jpg)
Are these product
details consistent
across online sources?
s
NO
Are the product details mentioned in consumer purchasing guides
available online?
s
s
YESs
Tuesday, July 23, 13
![Page 41: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/41.jpg)
THENUTRITIONALADEQUACYSTATEMENT
Tuesday, July 23, 13
![Page 42: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/42.jpg)
To be sure a particular dog food meets basic nutritional
standards, the label must state compliance with AAFCO
(Association of American Feed Control Officials).
s
It may seem like a minor detail, but it’s one of the most
important.
s
Tuesday, July 23, 13
![Page 43: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/43.jpg)
ss
s
NO NUTRITIONAL ADEQUACY STATEMENT
s
Tuesday, July 23, 13
![Page 44: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/44.jpg)
s s
NO NUTRITIONAL ADEQUACY STATEMENT
s
Tuesday, July 23, 13
![Page 45: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/45.jpg)
s
s
s
Tuesday, July 23, 13
![Page 46: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/46.jpg)
s
s
NO NUTRITIONAL ADEQUACY STATEMENT
s
s
Tuesday, July 23, 13
![Page 47: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/47.jpg)
sWHAT DID WE FIND?s
Only 1 out of 4 companies included the one-sentence adequacy statement in the
product details
s
Tuesday, July 23, 13
![Page 48: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/48.jpg)
Are these product
details consistent
across online sources?
s
NO
Are the product details mentioned in consumer purchasing guides
available online?
s
NOT
CONSISTENTLY
s
s
Tuesday, July 23, 13
![Page 49: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/49.jpg)
CONCLUSIONTuesday, July 23, 13
![Page 50: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/50.jpg)
Are the product details mentioned in consumer purchasing guides
available online?
s
NOT
CONSISTENTLY
s
Are these product
details consistent
across online sources?
s
NOs
IN SUM
Tuesday, July 23, 13
![Page 51: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/51.jpg)
RAMIFICATIONS FORONLINE RETAILERS
Without a consistent online message, consumers are shown a different
picture of the same product depending on which site they visit.
s
Tuesday, July 23, 13
![Page 52: How Consistent Are The Dog Food Product Details Found Online?](https://reader031.vdocuments.us/reader031/viewer/2022021922/542253ad8d7f7273018b79b0/html5/thumbnails/52.jpg)
RAMIFICATIONS FORONLINE RETAILERS
Since pet owners want accurate, complete information about the food they buy for
their pets, a distrust of online might lead them to move their business elsewhere.
s
Tuesday, July 23, 13