Indonesia Pet Food Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Indonesia Pet Food Market is segmented by Product Type (Dry Food, Wet Food, Treats/Snacks, and Other Product Types), Animal Type (Dogs, Cats, Birds, and Other Animal Types), and Distribution Channel (Specialized Pet Shops, Supermarkets/Hypermarkets, Online Channel, and Other Channels). The report offers market size and forecasts for Indonesia pet food in terms of value (USD million) for all the above segments.

Market Snapshot

Indonesia Pet Food Market Overview
Study Period: 2017-2027
Base Year: 2021
CAGR: 5.2 %

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Market Overview

The Indonesian pet food market is projected to register a CAGR of 5.2% during the forecast period (2022-2027). As an impact of COVID-19, the Indonesian pet food market experienced positive growth. Due to the pandemic scenario and lockdown imposed by the government, pet owners prefer to stay at home, spending more of their time nurturing and pampering their pets. The awareness of healthy living has motivated pet owners to spend on buying protein-rich, nutritious customized pet foods for their pets.

Indonesia is one of the rapidly emerging South-Asian economies, and the growth is fuelled by the rapidly increasing urbanization and industrial rate. This demographic change is very crucial to the future growth of the pet food market. The humanization of pets has become a new trend in the Indonesian nuclear household. This was further boosted by increasing single-populations who preferred to have a pet companion along with them. Larger low middle-income group Indonesian populations are favoring the growth of economic pet foods. The major constraint offered by the region is that owning a dog is a limitation among the Muslim population of Indonesia, which comprises 86.7% of the total population, according to the World Population Review. A larger cat population can be witnessed in the country compared to the dogs. The rise in internet sales and the growth of e-commerce are important in convenience-oriented pet food markets.

Scope of the Report

Pet food is the animal feed which are commercially prepared and intended for consumption by pets. These are marketed specific to type of pet animals and sold in pet stores, supermarkets etc. The Indonesian pet food market is segmented by product type (dry food, wet food, treats/snacks, and other product types), animal type (dogs, cats, birds, and other animal types), and distribution channel (specialized pet shops, supermarkets/hypermarkets, online channel, and other channels). The report offers market size and forecasts for Indonesia pet food in terms of value (USD million) for all the above segments.

Product Type
Dry Food
Wet Food
Other Product Types
Animal Type
Other Animal Types
Distribution Channel
Specialized Pet Shops
Online Channel
Other Channels

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Key Market Trends

Pet Humanization is Influencing the Purchase Decision

Pet humanization is a result of rising income, changing demographic patterns, and consumer preferences. Though the per capita GDP of the country declined by 2% due to the Covid-19 crisis in 2020, the pet industry witnessed growth due to the behavioral change that occurred during the lockdown period. There has been a shift toward pet ‘parenting’ from ‘ownership’, which influenced the purchasing decisions of pet products. Furthermore, the rise in income led to more imports of pet foods for retail sale in Indonesia. Consumers demanded clearly defined clean labels due to increasing health consciousness for their pets. Currently, pet owners are resolute about knowing the food constituent information of the various pet food products. As a result, some pet food companies claim transparency in the sourcing and processing of ingredients. As consumers become progressively more concerned about their health, particularly in relation to their diet, similar concerns about the diets of their pets are increasing significantly. Furthermore, they highly prefer natural and organic products. Owners who are highly involved with their pets spend a large amount on pet food and other pet care products. Moreover, in Indonesia, the growth of premium and super-premium pet foods is primarily driven by the humanization of pets.

Indonesia Pet Food  Market - Household Pet Share (%)

Import is Dominating the Indonesian Pet Food Market

According to the International Trade Centre (ITC), in 2020, the import of pet food in Indonesia was valued at USD 119.8 million. Thailand, China, France, and the United States are the major exporters of pet food in Indonesia for retailing, with Thailand holding 70% of the export. The import from Thailand increased by 22.1% in 2020. The Indonesia Pet Food Market comprises 95% of the international brands, and only 5% of the share goes to the local players in the region. As pet food generally contains products of animal origin, its production facility must be approved by the Ministry of Agriculture, c.q. Directorate General of Livestock and Animal Health Services before an importer can import from the pet food producing facility. There is an increasing trend for high-income consumers to feed their pets nutritionally balanced raw food diets. An increasing number of premium brands entered dog food in 2018, attracted by the sales potential offered by the intensifying humanization and premiumization trends. Black Hawk brand from Australia, which has a natural positioning and is produced using premium ingredients such as hormone-free chicken and pasture grazed lamb, entered the Indonesian Pet food market in late 2018.

Indonesia Pet Food Market - Import Value of Pet Food

Competitive Landscape

The Indonesian pet food market is fairly consolidated, with a few major players dominating the market. International brands accounted for over 95% of the Indonesian pet food market, while local brands summed up the remaining 5%. Nestle Purina, with its dominant presence in both cat and dog food segments, is the leader in the Indonesia Pet food market share. Mars Indonesia closely followed Nestle holds the remaining major market share. The other market players include international companies such as Holistic select, Ecotrition, Total ailments, Wellness Pet Food, Natural Life, Nutro Choice, and Nutrisource. Local products such as Feli Cat, Vittamax, and My Dear Cat are slowly gaining prominence due to their higher discounts on online retail channels.

Recent Developments

In July 2021, Rachael Ray® Nutrish®, a pet food brand by J.M Smucker, announced the availability of its two newest products, crafted for dogs 30 pounds and over. Rachael Ray Nutrish Big Life™ Savory Chicken, Veggies & Barley Recipe and Rachael Ray Nutrish Big Life™ Hearty Beef, and Veggies & Brown Rice Recipe are the products released. Both the products help support the healthy hips and joints of bigger dogs.

Table of Contents


    1. 1.1 Study Assumptions

    2. 1.2 Scope of the Study and Market Definition




    1. 4.1 Market Overview

    2. 4.2 Market Drivers

    3. 4.3 Market Restraints

    4. 4.4 Porter's Five Forces Analysis

      1. 4.4.1 Threat of New Entrants

      2. 4.4.2 Bargaining Power of Buyers/Consumers

      3. 4.4.3 Bargaining Power of Suppliers

      4. 4.4.4 Threat of Substitute Products

      5. 4.4.5 Intensity of Competitive Rivalry


    1. 5.1 Product Type

      1. 5.1.1 Dry Food

      2. 5.1.2 Wet Food

      3. 5.1.3 Treat/Snacks

      4. 5.1.4 Other Product Types

    2. 5.2 Animal Type

      1. 5.2.1 Dogs

      2. 5.2.2 Cats

      3. 5.2.3 Birds

      4. 5.2.4 Other Animal Types

    3. 5.3 Distribution Channel

      1. 5.3.1 Specialized Pet Shops

      2. 5.3.2 Online Channel

      3. 5.3.3 Supermarket/Hypermarket

      4. 5.3.4 Other Channels


    1. 6.1 Most Adopted Strategies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Mars Inc.

      2. 6.3.2 Nestle SA (Purina)

      3. 6.3.3 Colgate Palmolive ( Hill's Pet Nutrition)

      4. 6.3.4 Holistic Select

      5. 6.3.5 Ecotrition

      6. 6.3.6 Nutrisource

      7. 6.3.7 J.M. Smucker

      8. 6.3.8 Deuerer

      9. 6.3.9 Diamond Pet Foods

      10. 6.3.10 Wellpet Pvt. Ltd



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Frequently Asked Questions

The Indonesia Pet Food Market market is studied from 2017 - 2027.

The Indonesia Pet Food Market is growing at a CAGR of 5.2% over the next 5 years.

Hill's Pet Nutrition, J.M. Smucker, Nestle Purina Petcare Company, Diamond Pet Foods, Mars Inc are the major companies operating in Indonesia Pet Food Market.

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