Indonesia Pet Food Market Report | Market Size, Industry Analysis, Growth Opportunities, & Forecast (2025-2030)

Indonesia Pet Food Market Overview

The Indonesia Pet Food Market is set to grow exponentially, with an estimated value of USD 2.04 billion in 2025, and is projected to soar to USD 3.61 billion by 2030, at a remarkable CAGR of 12.86%. The Indonesia pet food market is rapidly expanding, driven by increasing pet ownership and rising awareness about pet health and nutrition. With a population that increasingly views pets as family members, the demand for high-quality pet food is growing steadily. The market is diverse, featuring both global brands such as Mars Incorporated, Nestlé (Purina), and Colgate-Palmolive (Hill’s Pet Nutrition), as well as local players like Adabi Consumer Industries and PLB International. These companies are continuously innovating to cater to the evolving preferences of pet owners, including premium, natural, and health-conscious food options.

Key market trends include a shift towards premium products, which emphasize high-quality ingredients and sustainable sourcing practices. Companies are increasingly focusing on tailored nutritional offerings to meet the specific needs of pets at different life stages. Distribution networks are expanding, with companies leveraging both traditional and e-commerce channels to increase their reach.

As the market grows, competition intensifies, pushing companies to develop unique strategies, enhance product portfolios, and improve customer engagement. With this dynamic environment, the Indonesia pet food market presents both challenges and significant opportunities for growth.

Market Report Coverage:

The “Indonesia Pet Food Market Report—Future (2025-2030)” by Digiroads Research & Consulting covers an in-depth analysis of the following segments in the market.

Study Assumptions and Definitions

This study assumes that the growth of the Indonesia pet food market is influenced by various socio-economic, demographic, and consumer behavior trends, which are expected to persist in the forecast period. Key assumptions include increasing pet ownership, especially among the middle-class population, and a growing inclination toward premium pet food options driven by greater awareness of pet health and nutrition. It is assumed that both global brands and local companies will continue to innovate, introducing new products to meet the diverse dietary needs of pets.

The definitions used in this report are as follows:

• Pet Food refers to all products designed for consumption by pets, including dry and wet food, treats, and specialized diets for pets like dogs, cats, birds, and small animals.
• Premium Pet Food indicates products that emphasize high-quality, natural ingredients, with an added focus on sustainability and health benefits for pets.
• Market Share refers to the percentage of the total market controlled by individual companies based on sales revenue.
• Distribution Channels include both traditional retail outlets (supermarkets, pet stores) and e-commerce platforms.
• Consumer Segments are categorized based on purchasing behavior, product preferences, and geographic regions.

Market Scope

The scope of the Indonesia pet food market includes a comprehensive analysis of key market dynamics, including product segmentation, consumer preferences, and competitive landscapes. This study focuses on the major pet food types, including dry food, wet food, and treats, catering to various pet categories such as dogs, cats, and small animals. It covers both premium and economy segments, addressing the growing demand for health-conscious, organic, and natural pet food products.

Geographically, the market scope spans urban and rural areas of Indonesia, highlighting regional preferences and distribution channels. The study also delves into key trends, such as the increasing preference for sustainable and environmentally friendly pet food options, and the rise of e-commerce platforms as a vital sales channel.

This market analysis provides insights into market share, key players, strategic moves, consumer behavior, and future growth opportunities. It aims to guide businesses in understanding market trends, challenges, and potential growth avenues in the evolving Indonesian pet food market.

MARKET OUTLOOK

Executive Summary

The Indonesia pet food market is experiencing significant growth, fueled by increasing pet ownership and a rising awareness of pet health and nutrition. This growth is further accelerated by evolving consumer preferences toward premium pet food products, with a strong focus on natural, organic, and health-conscious ingredients. The market is diverse, comprising both international giants and local companies that cater to the unique demands of Indonesian pet owners.

Key players such as Mars Incorporated, Nestlé (Purina), Colgate-Palmolive (Hill’s Pet Nutrition), and local brands like Adabi Consumer Industries and PLB International are actively competing to expand their product offerings and market presence. These companies are innovating to meet the needs of pet owners who are becoming more discerning about their pets’ diets, seeking products that offer higher nutritional value and align with ethical and sustainable practices.

The market is segmented by product type (dry food, wet food, treats), pet type (dogs, cats, and other small animals), and price tiers (economy, mid-range, and premium). Premium pet food products are gaining traction due to a growing demand for quality ingredients and specialized nutrition. The rise of e-commerce platforms is reshaping the distribution landscape, offering new avenues for companies to reach consumers across Indonesia.

Key trends influencing the market include the shift towards premium pet food, increasing consumer focus on sustainability, and the growing preference for online shopping. To stay competitive, companies are focusing on enhancing their product portfolios, improving distribution networks, and incorporating health-driven formulations.

COMPETITIVE LANDSCAPE

The Indonesia Pet Food Market is moderately fragmented, with regional and multinational players competing fiercely for market share.

Key Market Players

• Mars Incorporated
• Nestlé (Purina)
• Colgate-Palmolive Company (Hill’s Pet Nutrition Inc.)
• EBOS Group Limited
• FARMINA PET FOODS
• PLB International
• Schell & Kampeter Inc. (Diamond Pet Foods)
• Vafo Praha, s.r.o.
• Adabi Consumer Industries Sdn Bhd
• ADM (Archer Daniels Midland Company)

Market Share Analysis

The Indonesia pet food market is highly fragmented, with key players including both global giants and local brands competing for market share. Mars Incorporated holds a dominant position, driven by its popular pet food brands like Pedigree, Whiskas, and Royal Canin, covering a broad range of pet food segments from economy to premium. Its extensive distribution network and strong brand recognition make it a leader in the market.

Nestlé (Purina) is another major player, with significant market share through brands such as Purina One, Pro Plan, and Friskies. Nestlé’s focus on premium nutrition, innovation, and tailored products for different pet types helps maintain its stronghold in the premium pet food segment.

Colgate-Palmolive (Hill’s Pet Nutrition) also commands a large share, particularly in the health-focused segment with its Hill’s Science Diet and Hill’s Prescription Diet offerings. These products emphasize science-based nutrition, catering to health-conscious pet owners.

Local players like Adabi Consumer Industries and PLB International target the economy and mid-tier segments, offering more affordable and locally adapted products. While their market share is smaller compared to international players, they have a strong presence in regional markets due to their localized offerings.

E-commerce has emerged as a key distribution channel, allowing both global and local brands to expand their reach and increase market penetration. The growing demand for premium, health-focused pet food continues to shape the competitive landscape.

MARKET DYNAMICS

Market Drivers and Key Innovations

The Indonesia pet food market is driven by several key factors that influence consumer behavior and industry growth.

1. Increasing Pet Ownership: As urbanization rises and disposable income grows, more Indonesians are adopting pets, particularly dogs and cats. This trend contributes to a higher demand for pet food as pet owners become more invested in their pets’ well-being.
2. Health and Nutrition Awareness: Pet owners are becoming increasingly aware of the importance of proper nutrition for their pets. This has led to a growing preference for premium pet food that focuses on natural, organic, and health-conscious ingredients. Pet food brands are responding by offering products that cater to specific dietary needs, such as weight management, grain-free options, and formulas for pets with allergies or sensitivities.
3. E-commerce Growth: The rise of online shopping has expanded the reach of pet food brands, providing convenience and wider product selection for consumers. E-commerce platforms are becoming an essential channel for both global and local brands to reach a broader customer base.
4. Sustainability and Ethical Practices: Consumers are increasingly looking for brands that prioritize sustainability and ethical sourcing of ingredients. Innovations in sustainable packaging, cruelty-free testing, and environmentally friendly production processes are gaining traction in the market.

Key Innovations:

• Functional Pet Foods: Products that offer health benefits beyond basic nutrition, such as probiotics, joint support, and immunity-boosting ingredients, are gaining popularity.
• Personalized Pet Food: Some brands are leveraging technology to create tailored pet food options based on specific pet profiles, further catering to the growing trend of pet health optimization.

Market Challenges

1. Price Sensitivity:
   Many consumers in Indonesia are price-sensitive, which makes it challenging for premium pet food brands to penetrate the mass market. This affects the sales of high-end products and forces brands to balance quality and affordability.
2. Market Fragmentation:
   The pet food market is highly fragmented, with numerous local and international players. While this offers variety to consumers, it also leads to intense competition, making it difficult for companies to differentiate themselves.
3. Supply Chain Disruptions:
   Importing raw materials and finished products for pet food can be challenging due to supply chain disruptions, particularly in the wake of global events like the COVID-19 pandemic. This can result in delays and cost increases.
4. Lack of Awareness in Rural Areas:
   While urban areas see a rise in pet food consumption, rural regions still face challenges in terms of awareness about the importance of proper pet nutrition. Companies need to invest in educating consumers and expanding distribution networks to these areas.
5. Regulatory Hurdles:
   The pet food industry is subject to various regulations, which can vary by region. Companies may face challenges in compliance with local laws regarding pet food ingredients, labeling, and marketing claims.
6. Cultural and Dietary Preferences:
   Local dietary preferences and cultural factors may impact the acceptance of certain pet food products. Companies must adapt to the regional tastes and preferences of Indonesian consumers while ensuring product safety and quality.
7. Rising Competition from E-commerce Platforms:
   As online platforms become increasingly popular for pet food purchases, traditional brick-and-mortar retailers face competition. This shift requires companies to develop robust e-commerce strategies to stay competitive.

Market Opportunities

1. Growing Pet Ownership:
   With rising urbanization and disposable income, pet ownership in Indonesia is increasing. This provides an opportunity for companies to tap into a larger consumer base and introduce a variety of pet food products to cater to different needs.
2. Premium Pet Food Segment:
   There is a growing demand for premium, health-focused pet food due to increasing awareness of pet health and nutrition. Brands that focus on natural, organic, and specialized diets (such as grain-free or allergen-free) can capitalize on this trend.
3. E-commerce Expansion:
   The rise of e-commerce in Indonesia presents a significant opportunity for brands to reach a wider audience. Investing in online platforms and digital marketing strategies can boost sales and improve accessibility to pet food products.
4. Sustainability and Ethical Practices:
   Consumers are becoming more conscious of sustainability. Companies that incorporate eco-friendly packaging, ethical sourcing of ingredients, and cruelty-free practices can differentiate themselves and attract environmentally aware consumers.
5. Product Diversification:
   There is an opportunity to diversify product offerings to include functional pet foods, such as those that support joint health, digestive health, and immunity. Personalized pet food options that cater to specific dietary needs can also attract health-conscious pet owners.
6. Rural Market Expansion:
   Expanding into rural and semi-urban areas, where pet ownership is on the rise, offers a significant growth opportunity. Developing region-specific marketing strategies and increasing distribution in these areas can open up new revenue streams.

RECENT STRATEGIES & DEVELOPMENTS IN THE MARKET

Expansion of E-commerce Presence:

• • Many pet food brands, such as Mars and Nestlé (Purina), have increased their focus on e-commerce platforms. This shift is in response to the growing online shopping trend, especially after the pandemic. For instance, Mars Incorporated has expanded its online sales channels to reach a broader audience and cater to the rising demand for home deliveries.

• Data Point: E-commerce sales in Indonesia grew by 17.6% in 2023, with significant contributions from the pet food segment.

Product Innovation in Premium Segments:

• • Brands like Nestlé (Purina) and FARMINA PET FOODS have introduced new premium products with specialized nutrition, such as grain-free, high-protein, and allergen-free options. This addresses the growing preference for health-conscious pet food among Indonesian consumers.

• Data Point: Premium pet food sales are projected to grow by 9.4% annually in Southeast Asia, driven by an increasing focus on pet health.

Sustainability and Eco-friendly Packaging:

• • Companies like Vafo Praha and Mars are emphasizing sustainability in their product packaging. Mars has committed to using 100% recyclable packaging by 2025 for all its pet food products.

• Data Point: A survey showed that 65% of Indonesian pet owners are willing to pay more for sustainable and eco-friendly pet products.

Localized Product Offerings:

• • Local players such as Adabi Consumer Industries and PLB International have adapted their product offerings to cater to Indonesian tastes, incorporating local ingredients and flavors to appeal to regional preferences.

• Data Point: Approximately 30% of the Indonesian pet food market is dominated by local brands that focus on affordability and regional flavor preferences.

Strategic Partnerships and Acquisitions:

• • EBOS Group has entered into partnerships with local distributors to expand its presence in Indonesia, enhancing its retail and online distribution capabilities. This strategy allows EBOS to tap into underserved regions and improve market penetration.

• Data Point: In 2023, EBOS Group reported a 15% increase in market share following strategic partnerships in Southeast Asia.

KEY BENEFITS FOR STAKEHOLDERS

Access to a Growing Market:

• • Stakeholders, such as pet food manufacturers, distributors, and retailers, benefit from the rapid growth in pet ownership in Indonesia. With a rising number of pet owners, particularly in urban and semi-urban areas, the demand for pet food continues to grow.

• Benefit: Increased market opportunities for product sales and business expansion.

Increased Revenue from Premium Products:

• • Premium pet food segments are gaining traction as pet owners become more health-conscious about their pets’ nutrition. Brands focusing on premium, natural, and functional products can see higher profit margins.

• Benefit: Higher revenue potential by targeting the growing demand for premium pet food offerings.

Enhanced Brand Loyalty through Sustainability:

• • As consumers increasingly prioritize sustainability, stakeholders who focus on eco-friendly packaging and sustainable sourcing can build stronger brand loyalty and attract environmentally conscious consumers.

• Benefit: Improved customer retention and brand differentiation through sustainable business practices.

Expansion via E-commerce:

• • The growth of online shopping presents significant opportunities for stakeholders to reach a wider customer base, especially with the increasing adoption of e-commerce in Indonesia.

• Benefit: Expanded market reach and improved customer engagement through online channels, offering greater convenience for consumers.

Opportunity for Innovation:

• • Companies involved in research and development (R&D) can capitalize on the demand for functional pet foods (e.g., joint support, digestive health). Innovative products tailored to specific dietary needs can meet the preferences of health-conscious pet owners.

• Benefit: Competitive advantage through innovation, catering to niche markets with specialized products.

Market Expansion into Rural Areas:

• • Stakeholders who are able to tap into rural and semi-urban markets will benefit from the rising pet ownership in these areas, which currently remain underserved.

• Benefit: Access to untapped markets, resulting in new customer bases and revenue streams.

Improved Supply Chain Efficiency:

• • Collaborations and partnerships with local distributors, as well as streamlining logistics, can help reduce costs and improve product availability across Indonesia, especially in remote areas.

• Benefit: Cost reduction and enhanced product availability, ensuring a steady supply to meet increasing demand.

Strategic Alliances and Acquisitions:

• • Strategic partnerships and acquisitions allow stakeholders to strengthen their market position and expand their product portfolios, providing more value to consumers and creating competitive barriers.

• Benefit: Growth opportunities through alliances, acquisitions, and expanded product offerings.

At DigiRoads Research, we emphasize reliability by employing robust market estimation and data validation methodologies. Our insights are further enhanced by our proprietary data forecasting model, which projects market growth trends up to 2030. This forward-thinking approach ensures our analysis not only captures the current market landscape but also anticipates future developments, equipping stakeholders with actionable foresight.

We go a step further by offering an exhaustive set of regional and country-level data points, supplemented by over 60 detailed charts at no additional cost. This commitment to transparency and accessibility allows stakeholders to gain a deep understanding of the industry’s structural and operational dynamics. By providing exclusive and hard-to-access data, DigiRoads Research empowers businesses to make informed strategic decisions with confidence.

In essence, our methodology and data delivery foster a collaborative and data-driven decision-making environment, enabling businesses to navigate industry challenges and capitalize on opportunities effectively.

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Table of Contents

• INTRODUCTION

  • Market Overview
  • Years Considered for Study
  • Market Segmentation
  • Study Assumptions and Definitions
  • Market Scope

• RESEARCH METHODOLOGY

• MARKET OUTLOOK

  • Executive Summary
  • Market Snapshot
• Market Segments 
  • Product Type:
    • Dry food, wet food, treats, and snacks for pets
  • Product Ingredients:
    • Natural, premium, organic, and health-focused ingredients
  • Geographical Region:
    • Urban areas, rural areas, and regional differences in product preferences

• COMPETITIVE LANDSCAPE

• Recent Strategies (Key Strategic Moves)
• Market Share Analysis
• Company Profiles
  • Mars Incorporated
  • Nestlé (Purina)
  • Colgate-Palmolive Company (Hill’s Pet Nutrition Inc.)
  • EBOS Group Limited
  • FARMINA PET FOODS
  • PLB International
  • Schell & Kampeter Inc. (Diamond Pet Foods)
  • Vafo Praha, s.r.o.
  • Adabi Consumer Industries Sdn Bhd

• MARKET DYNAMICS

  • Market Drivers
  • Market Challenges
  • Market Opportunities
  • Porter’s Five Forces’ Analysis
    • Bargaining Power of Suppliers
    • Bargaining Power of Buyers
    • Threat of New Entrant
    • Threat of Substitutes
    • Competitive Rivalry

• GLOSSARY OF PROMINENT SECONDARY SOURCES

• DISCLAIMER

• ABOUT US