Beneful is high in carbs, and low process protein. Its not bad for a commercial diet, but with the added grains and low protein, it is probably why the dog is not holding a coat. If you have to feed a kibble diet- and considering you feed less of the ones I am going to list- it actually costs you the same amount of money- Chicken Soup for dogs, Solid Gold, Bil Jac, Nutro lamb and rice... Here all 4 are available petsmart- not sure about your area. Change the diet, then wait 6 weeks. Keep in mind the first week the dog will shed more- the reason- the dead coat that is rejuvenating is dropping, in week 2 it will decrease and by week 4 totally normal.