When shopping in online retailers, there are often a variety of terms that can be used as filters to help consumers select pet food. These include a few objective filters like food form (for example, dry or wet) or puppy/kitten (growing pets require a diet that meets their unique nutritional requirements). However, most of the filters are based on marketing buzzwords like “no corn”, “grain-free”, “high protein”, “molasses-free”, and many more. I’ve also come across many filters with even more vague and subjective criteria. When I selected filters like “calming”, “appetite stimulation”, “immune support”, “scientific formula”, and “holistic”, the range of products that were shown made little sense.