Instinct and Taste of the Wild both appeal to owners seeking ancestral-style, high-protein nutrition. While they share similar philosophies, they differ significantly in price and approach. Here's how they compare.
Brand Overview
Instinct
- Founded: 2002
- Company: Nature's Variety
- Headquarters: St. Louis, Missouri
- Philosophy: Raw-inspired, high-protein nutrition
- Price Point: $$$ - $$$$ (Premium to Ultra-premium)
- Specialty: Raw and raw-coated kibble
Taste of the Wild
- Founded: 2007
- Manufacturer: Diamond Pet Foods
- Philosophy: Ancestral diet, novel proteins
- Price Point: $$ (Mid-premium)
- Specialty: Exotic proteins, value-focused
Quick Comparison
| Factor | Instinct | Taste of the Wild |
|---|---|---|
| Average Rating | 4.5/5 | 4.5/5 |
| Price (22-25 lb) | $65-85 | $45-55 |
| Protein | 35-42% | 28-32% |
| Raw Options | Yes (specialty) | No |
| Novel Proteins | Some | Yes (bison, venison) |
| Made in USA | Yes | Yes |
Ingredient Philosophy
Instinct
- Raw-inspired nutrition
- High meat content
- Freeze-dried raw coating on kibble
- Cage-free, grass-fed options
- No corn, wheat, soy, artificial colors
- Premium sourcing emphasis
Taste of the Wild
- Novel proteins (bison, venison, wild boar)
- "Ancestral diet" marketing
- Grain-free primary focus
- Sweet potato carbohydrates
- Probiotics (K9 Strain)
- Value-focused quality
Nutritional Comparison
Protein Content
- Instinct Original: 37-42%
- Taste of the Wild: 28-32%
- Instinct Raw Boost: 35-40%
- Instinct is significantly higher
Fat Content
- Instinct: 18-23%
- Taste of the Wild: 15-18%
- Instinct is richer
Carbohydrates
- Instinct: ~20-25%
- Taste of the Wild: ~28-32%
- Instinct is more meat-focused
Product Lines
Instinct
- Original: High-protein grain-free
- Raw Boost: Kibble + freeze-dried raw
- Raw Boost Mixers: Raw toppers
- Limited Ingredient: Sensitive dogs
- Ultimate Protein: Maximum meat
- Frozen Raw: True raw diet
Taste of the Wild
- High Prairie: Bison and venison
- Pacific Stream: Smoked salmon
- Wetlands: Duck
- Sierra Mountain: Lamb
- Ancient Grains: Grain-inclusive
- Prey: Limited ingredient
Different focuses—Instinct on raw, Taste of the Wild on novel proteins.
Price Comparison
Per 22-25 lb Bag
- Instinct Original: $65-75
- Taste of the Wild: $45-55
- Instinct Raw Boost: $75-90
Instinct costs 40-60% more than Taste of the Wild.
The Raw Factor
Instinct Advantage
- Raw-coated kibble (Raw Boost)
- Freeze-dried raw toppers
- Frozen raw options
- Raw nutrition benefits
- Premium raw sourcing
Taste of the Wild
- No raw options
- Traditional kibble only
- Cannot match raw nutrition
- No raw coating
If raw nutrition interests you, Instinct is the clear choice.
Novel Proteins
Taste of the Wild Advantage
More exotic proteins:
- Bison
- Venison
- Wild boar
- Duck
- Smoked salmon
Instinct
- Chicken, beef, lamb focus
- Some duck, rabbit options
- Less variety in exotic proteins
For novel protein allergies, Taste of the Wild has the edge.
Quality and Manufacturing
Instinct
- Own facilities (Nature's Variety)
- Premium sourcing standards
- Higher quality control
- Raw handling expertise
Taste of the Wild
- Made by Diamond Pet Foods
- Diamond has had historical recalls
- Good quality for price point
- Co-manufactured
Instinct has higher manufacturing standards.
Grain-Free Considerations
Both are primarily grain-free:
- FDA DCM concerns apply to both
- Instinct has limited grain-inclusive options
- Taste of the Wild Ancient Grains addresses concerns
- Consult your veterinarian
Who Should Choose Each
Choose Instinct If:
- Raw nutrition appeals to you
- Higher protein desired
- Budget allows premium pricing
- Raw-coated kibble interests you
- Quality over value matters
Choose Taste of the Wild If:
- Value is important
- Novel proteins needed
- Budget constraints exist
- Good quality at fair price
- Exotic proteins for allergies
Our Verdict
For Premium/Raw Nutrition
Instinct wins:
- Higher protein content
- Raw nutrition options
- Better manufacturing standards
- Premium sourcing
For Value
Taste of the Wild wins:
- Excellent price point
- Good quality for cost
- Better novel proteins
- More accessible
The Honest Assessment
Instinct is genuinely higher quality, especially the raw-coated options. Whether it's worth 40-60% more depends on your priorities. Taste of the Wild offers excellent value and unique proteins.
Frequently Asked Questions
Is Instinct worth the premium?
For raw nutrition specifically, yes. The raw-coated kibble is unique. For basic grain-free kibble, the premium is harder to justify over Taste of the Wild's quality.
What's special about raw coating?
Instinct Raw Boost adds freeze-dried raw pieces to kibble, providing some raw nutrition benefits with kibble convenience. It's a meaningful upgrade from standard kibble.
Which is better for allergies?
Depends on the allergy. Taste of the Wild's novel proteins (bison, venison) are better for chicken/beef allergies. Instinct's limited ingredient options work for specific sensitivities.
Are both safe regarding DCM?
Both are primarily grain-free and mentioned in FDA concerns. Taste of the Wild's Ancient Grains line is grain-inclusive. Consult your veterinarian.
Which has better quality control?
Instinct, with own manufacturing facilities and premium sourcing. Taste of the Wild is made by Diamond Pet Foods, which has had historical issues (though improved).