Last Updated: 01/09/2026
The Real Cost of Supermarket Food
Is supermarket pet food actually a bargain? While the upfront price is lower, poor digestibility and "and/or" ingredients can cost you more over time. Learn how to calculate the true cost per feed and why premium nutrition leads to a healthier pet.
Author: Dr Belinda Stancombe BVSc (Hons)
Reading Time: 5 minutes - short read
When supermarket shelves are offering us cheap and convenient pet food options, it's no surprise that many pet parents buy their pet's food during the weekly grocery shopping trip. But are supermarket brand foods really as nutritious and economical as they may appear?
Most of us would agree that good nutrition is important to health, both for us and our pets. Supermarket pet foods are often complete and balanced but lack the additional benefits and nutritional analysis seen in premium brand pet food. We all want value for money, and it's easy to assume the cheapest product on the shelf gives you the best bang for your buck. But when you look at the 'price per feed' instead of the price per bag, premium brands often turn out to be the better value overall.
Below, we break down exactly what that cost per feed looks like, side by side, so you can see for yourself. Not sure where to start? See our guides to the best dog food and best cat food in Australia.
Why is supermarket pet food so much cheaper?
Two things mostly explain the price gap. First, supermarket food is usually formulated to just meet AAFCO's (Association of American Feed Control Officials) minimum nutrient guidelines, rather than backed by the brand's own feeding trials and batch testing. These feeding trials and batch tests cost money premium brands are willing to spend and supermarket brands generally aren't.
Second, many budget products list ingredients as 'beef and/or poultry and/or lamb', letting the manufacturer swap proteins batch to batch depending on what's cheapest that week. Both keep costs down at the factory.
For the full rundown on spotting these on a label yourself, see our guide on how to read a pet food label.
What does that cheaper price actually cost you?
The lower price per bag doesn't tell the whole story. A few things quietly add to what supermarket food really costs you.
You feed more of it. Lower digestibility means more of what your pet eats passes straight through undigested, so the daily amount recommended is often larger just to meet their nutrient needs. That eats into the up front saving fast.
No feeding trials means no guarantee. Without feeding trials backing the formula, there's no independent proof the food performs as expected in a real animal, just that it meets minimum guideline levels on paper.
Formula changes can mean vet bills. Because ingredients aren't fixed, the recipe in your pet's bowl can genuinely change from batch to batch. In clinic, we can see this as sudden unexplained bouts of vomiting or loose stools in pets with food sensitivities or sensitive digestive systems.
No satisfaction guarantee. If your pet turns their nose up at it, that's a binned bag and money down the drain. Premium brands will usually offer a satisfaction guarantee, most supermarkets won't. (rest assured that all food you purchase from Pet Circle is backed by our own Satisfaction Guarantee).
Add it all up and the 'cheap' bag often isn't cheap at all once you account for what actually ends up in the bowl, and sometimes at the vet.
For the full breakdown of what makes a food genuinely premium and whether it's worth it, see our guide Is Premium Pet Food Worth It?
How much more does premium food actually cost per day?
This is where the real cost comparison happens. Below, we've compared a supermarket dry dog food against three premium brands, not just on price per bag, but on the things that actually affect your pet's health and your feeding cost: ingredient consistency, feeding trials, digestive and skin health additions, and cost per day for a 20kg dog and 5kg cat.
- Bag size was capped at what would last up to 90 days as food becomes stale and unusable at this time.
- Nutrients compared on a dry matter basis
- Daily feeding cost calculated from individual product daily feeding guidelines for a 20kg dog.
- Prices correct at last update, based on once-off delivery cost
Supermarket brand
18kg bag
Ingredients: Vary depending on cost and availability
Nutritional analysis: Limited
Feeding trials to prove nutritional adequacy: None
Added ingredients for digestive health: Beet pulp
Ingredients for skin health: None
Total Omega Fatty Acids: 1.4%
Cost per 15kg bag: $62.99
Cost per day for 20kg dog: $1.12
15kg bag
Ingredients: Consistent between batches
Nutritional analysis: Detailed
Feeding trials to prove nutritional adequacy: Yes
Added ingredients for digestive health: Beet pulp, inulin, antioxidants
Ingredients for skin health: Omega 3 and 6 Plus Zinc
Total Omega Fatty Acids: 1.3%
Cost per 15kg bag: $135.99
Cost per day for 20kg dog: $2.08
15kg bag
Ingredients: Consistent between batches
Nutritional analysis: Detailed
Feeding trials to prove nutritional adequacy: Yes
Added ingredients for digestive health: Beet pulp, prebiotics, yeast extract
Ingredients for skin health: Fish oil and Zinc
Total Omega Fatty Acids: >4%
Cost per 15kg bag: $151.99
Cost per day for 20kg dog: $2.35
11.8kg bag
Ingredients: Consistent between batches
Nutritional analysis: Detailed
Feeding trials to prove nutritional adequacy: Yes
Added ingredients for digestive health: Flaxseed, yucca, antioxidants, lactobacillus
Ingredients for skin health: Salmon Oil
Total Omega Fatty Acids: >4%
Cost per 11.8kg bag: $148.99
Cost per day for 20kg dog: $3.37
How can I budget better without sacrificing quality?
Saving money doesn't mean compromising on quality. Here are our top Pet Circle specific ways to stretch your pet food budget. For more general budget shopping tips, like buying in bulk or choosing Australian-made, see our full guide on cheap dog food.
Auto Delivery. Subscribe to Auto Delivery and save up to 20% on selected brands across recurring orders of food and other pet products. Free to sign up, and you can change or cancel any time.
Cost per feed. Always assess the value of your pet food by 'cost per feed' over price per kilo, as shown in the table above. While cheaper supermarket products may be tempting due to their lower up front cost, you'll most likely save money overall by investing in the higher quality product. For more on stretching your dollar further, see our Best Affordable Dog Food Guide.
Palatability. Most premium food brands offer palatability claims, meaning that if your pet doesn't like the food for any reason, you can get a refund or store credit. Supermarkets generally won't refund you just because your pet didn't like it. At Pet Circle, we also offer a 100% Satisfaction Guarantee on all foods purchased through us.
Free vet advice. If you have questions about the best food for your pet, reach out to our Pet Circle Vet Squad, or request a customised Vet Pet Plan through your My Pets page. All completely free.
FAQs
Investing in high-quality nutrition is one of the most impactful decisions you can make for your pet's longevity. When you break it down to the cost per meal, premium feeding is an affordable way to ensure your best mate stays happy, healthy, and out of the vet clinic.
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History
Our experts continually monitor the health and wellness space and we update our articles when new information becomes available.
Wed 2 Sep 2026
Edited by Dr Gillian Hill BVSc (Hons)Dr Belinda Stancombe BVSc (Hons)
Veterinarian
Dr Belinda graduated from The University of Queensland in 2009 and has worked as a Small Animal Veterinarian for over 10 years in South East Queensland. She also has experience as a telehealh consultant, providing veterinary advice for online customers.She has a special interest in animal behaviour, preventative health, the human-animal bond and internal medicine. Outside of work hours she is closely affiliated with a kitten rescue and is also a devoted carer of orphaned rescue kittens.
