06/05/2026
đž Why We Should Be Cautious With HorseâFeed Advertising
(and what it really means for the horseâs metabolism)
Horseâfeed adverts are designed to sell a product, not to protect a horseâs metabolic health â and thatâs exactly why discretion is essential. Many processed feeds are marketed with emotional language like âenergy,â âconditioning,â âshine,â âperformance,â or âbalanced nutrition,â but these terms often hide the real issue: a horseâs metabolism was never designed for concentrated, rapidly digestible calories.
Horses evolved to eat lowâcalorie, highâfibre forage almost continuously throughout the day. Their digestive system and insulin response are built for slow, steady trickleâfeeding â not for starch spikes, molasses, cereal grains, or heatâprocessed pellets. When a feed advert promises quick results, it usually means one thing metabolically: fast sugar delivery, which can overwhelm the horseâs natural insulin system.
For horses with EMS, PPID, laminitis history, or even just âgood doerâ genetics, these feeds can trigger:
sharp insulin spikes
fat storage and regional adiposity
laminitic risk
hindgut disruption from starch overflow
chronic lowâgrade inflammation
Even feeds labelled âlow sugar,â âlaminitis safe,â or âhigh fibreâ can still contain ingredients that challenge metabolic stability â such as alfalfa, soya hulls, cereal byâproducts, or hidden molasses.
Advertising rarely explains:
how the feed affects insulin
how quickly the starch is digested
whether the horse actually needs the added calories
whether the ingredients suit a grazing herbivoreâs evolutionary diet
This is why discretion matters. A shiny bag and clever wording donât change the biological reality: most domestic horses do not need processed feeds, and many are harmed by them. Their metabolism thrives on forage, movement, minerals, and consistency â not on manufactured calories.
đ§Ş What the Science Actually Shows
Scientific studies consistently demonstrate that:
HighâNSC feeds (sugar + starch) cause rapid postâmeal glucose and insulin spikes.
When starch exceeds the small intestineâs capacity, it spills into the hindgut, causing acidosis, microbiome disruption, colic, and laminitis.
Horses with insulin dysregulation have a much lower tolerance for starch and sugar than healthy horses.
Many leisure horses already meet or exceed their calorie needs on forage alone â meaning processed feeds often add unnecessary metabolic load.
This is why owners must be vigilant and do their own research, not rely on marketing language.
đŻ Marketing Tactics to Be Aware Of
Feed companies often use subtle psychological strategies to make products appear essential:
Healthâwashed language: âcool energy,â âlow sugar,â âhigh fibre,â âlaminitis friendlyâ â often without disclosing actual NSC%.
Appearanceâbased promises: âshine,â âtopline,â âconditionâ â appealing to ownersâ emotions rather than metabolic safety.
Cherryâpicking nutrients: Highlighting added biotin or omegaâ3 to distract from cereal-heavy formulas.
Vague comparisons: âLower sugarâ than what? Without numbers, itâs marketing, not science.
Complexity as a selling tool: Long ingredient lists and scientific jargon create the illusion of necessity.
This is why owners must stay vigilant and read the numbers, not the adjectives.
đ§ Encouraging Owners to Be Vigilant
A simple rule of thumb:
Feed bags donât know your horse. You do.
Always check the NSC%, the ingredients, and whether your horse actually needs the calories.
Look for:
NSC% (sugar + starch)
ingredient sources (cereals vs. fibre)
whether the feed suits the horseâs metabolic status
whether forage + minerals would meet the same need more safely
Independent nutritionists, peerâreviewed studies, and forage analysis are far more reliable than brand marketing.
đ´ Where Concentrates Do Have a Valid Role (EvidenceâBased)
Itâs important â and more credible â to acknowledge that concentrates are not inherently âbad.â They simply need to be used for the right horse, for the right reason, in the right amount.
Scientific evidence supports the use of concentrates for:
1. Highâperformance horses
Horses in intense work may require more rapidly available energy than forage alone can provide. When fed in controlled amounts, starch can support glycogen replenishment and performance in metabolically normal horses.
2. Lowâintake vitaminâmineral balancers
Research shows forageâonly diets often lack key micronutrients. A lowâNSC balancer can safely meet nutritional needs without adding significant calories.
3. Horses with poor dentition or special needs
Senior horses or those unable to chew longâstem forage may require fibreâbased mashes or cubes to maintain weight and gut health.
4. Clinical cases under veterinary guidance
Certain medical conditions (ulcers, severe weight loss, recovery from illness) may require carefully formulated, fibreâbased concentrates.
So the balanced, scienceâaligned message is:
Concentrates are tools â not essentials.
Used thoughtfully, they have a place.
Used by default, they can quietly undermine metabolic health.
đ References (summarised)
These are scientific sources and peerâreviewed findings that support the statements above:
Treiber et al. (2006â2009). Research on insulin dysregulation, laminitis risk, and starch/sugar thresholds in ponies.
Johnson et al. (2004). Starch overflow into the hindgut and its role in acidosis and laminitis.
Harris et al. (Equine Applied Nutrition). Reviews on NSC, metabolic syndrome, and safe feeding practices.
Durham et al. (2019). Management of EMS and PPID, including dietary starch/sugar restrictions.
Pagan & Harris (Kentucky Equine Research). Studies on glycogen replenishment and the role of starch in highâperformance horses.
NRC (National Research Council) â Nutrient Requirements of Horses (forage nutrient gaps & balancer justification).
Longland & Byrd (2006). NSC levels in pasture grasses and their metabolic implications.
Equine Grass Sward Studies (UK) â documenting high fructan and NSC levels in ryegrassâdominant pasture.