When switching to a NATURAL CHOICE diet, it is important to understand that shedding is a normal and essential step towards skin and coat health. Actually, two things are happening at once. The old hair is falling away, along with dry flakes of skin. Meanwhile, new hair is growing and skin is becoming more supple. The coat may look worse for a while even though it is getting better, but the wait is well worth it. After a few weeks, your pet will have healthy skin and a beautiful coat that looks and feels great.