The Indonesia Pet Food Market reached a market size of USD 1.6 Billion in 2024 and is projected to grow to USD 2.5 Billion by 2033. The market is expected to grow at a CAGR of 4.79% during the forecast period 2025-2033. Growth is driven by rising pet ownership, increased disposable incomes, humanization of pets, and growing demand for premium and functional pet foods, alongside the expansion of e-commerce and government regulations promoting pet nutrition. The report presents a thorough review featuring the  Indonesia pet food market size , share, trends, and research of the industry.

STUDY ASSUMPTION YEARS

• Base Year:  2024
• Historical Year/Period:  2019-2024
• Forecast Year/Period:  2025-2033

INDONESIA PET FOOD MARKET KEY TAKEAWAYS

• Current Market Size: USD 1.6 Billion (2024)
• CAGR: 4.79% (2025-2033)
• Forecast Period: 2025-2033
• The Indonesian middle class comprises 66.35% of the population in 2024, expanding the consumer base ability to afford premium pet care products.
• Increasing humanization of pets has accelerated demand for premium, organic, and functional pet food products.
• E-commerce platforms such as Shopee and Tokopedia have greatly enhanced pet food accessibility and consumer convenience.
• Government initiatives encourage high-quality and safety standards, boosting consumer confidence in pet food products.
• Adoption of exotic pets like rabbits, birds, and reptiles is increasing, creating demand for specialized pet food formulations.

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MARKET TRENDS

• Premium and Functional Pet Food:

There is an increasing demand for premium and functional pet food as pets are humanized and owners focus on enhancing their pets' health and well-being. Functional pet food demands such as digestive health, joint care, and skin and coat maintenance are growing. Grain-free, high-protein, and breed-specific diets are popular, while organic, natural ingredients without artificial preservatives are expanding. Pet Fair Southeast Asia reported a 6% increase in value and volume sales in premium pet food in 2024.

• Diversification in Pet Ownership and Specialty Pet Food:

Indonesia is seeing a rise in household ownership of exotic pets such as rabbits, birds, reptiles, and fish alongside traditional pets like dogs and cats. This trend fuels demand for niche foods tailored for these species, including insect-based proteins for reptiles and fortified diets for birds. Specialty pet stores and manufacturers are innovating with age-specific and medically formulated pet foods, including options for seniors and allergy-sensitive pets, boosting market growth.

• Online Retailing and E-Commerce Development:

The rapid rise of e-commerce platforms like Shopee, Tokopedia, and Lazada has transformed the Indonesian pet food market with competitive pricing, home delivery convenience, discounts, and subscription models. Influencer marketing and social media significantly drive pet food sales online. Supported by Indonesia's digital economy projected to exceed USD 130 Billion by 2025, online sales of pet food are expected to continue to grow strongly, alongside increased smartphone use and digital payments.

MARKET GROWTH FACTORS

• Rising Pet Ownership and Middle-Class Expansion:

The growth in pet ownership combined with the expanding middle class, which represents 66.35% of Indonesia's population in 2024, has increased the affordability of premium pet products. Humanization of pets further drives spending on functional and organic pet foods with vitamins and probiotics. Local brands innovate with grain-free, protein-rich, and breed-specific diets to meet rising consumer preferences.

• Influence of Digital Payments and E-Commerce:

E-commerce has made pet food widely accessible through online retail platforms with features like discounts and doorstep delivery. The growing penetration of digital payments and mobile commerce increases consumer convenience, fueling market expansion. The modern retail sector, including supermarkets and specialty stores, is also expanding to improve access, contributing to market growth.

• Government Regulations and Pet Nutrition Awareness:

Government initiatives to promote high-quality and safety standards in pet food have encouraged manufacturers to upgrade products, fostering consumer trust. Rising health awareness regarding pet nutrition also contributes to increased demand for premium pet foods. Expansion of exotic and companion animal ownership further supports demand growth in the pet food market.

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MARKET SEGMENTATION

Analysis by Product Type:

• Dry Food: Popular due to cost-efficiency, ease of storage, and longer shelf life; beneficial for pet dentition.
• Wet Food: Growing steadily, preferred for high moisture and enhanced palatability; useful for digestion-sensitive pets.
• Treats/Snacks: Fastest growing segment, used for training, rewards, and dental care; functional treats with vitamins are increasing.
• Others: Not specifically detailed in the source.

Analysis by Animal Type:

• Dogs: Flourishing segment due to rising adoption; demand for breed-specific, functional, high-protein dry and premium foods.
• Cats: Growing adoption boosting demand for dry and wet cat foods; wet food favored for hydration and urinary health.
• Birds: Increasing demand among hobbyists for species-specific, enriched, and fortified diets.
• Others: Includes exotic pets; segment growing with diversified pet ownership.

Analysis by Distribution Channel:

• Specialized Pet Shops: Offer wide variety, expert advice, and high-value prescription pet foods.
• Online Channel: Rapid growth led by Shopee and Tokopedia; driven by convenience, pricing, and subscription models.
• Supermarket and Hypermarket: Bring pet food closer to mass market with commercial brands and promotions.
• Others: 

REGIONAL INSIGHTS

Java dominates Indonesia's pet food market due to its high population density, better retail infrastructure, and significant urban centers like Jakarta and Surabaya driving demand for functional and premium pet food. Indonesia's urban population reached 57.9% in 2024, supporting higher pet-related consumption. Sumatra, Kalimantan, and Sulawesi are growing markets, fueled by rising disposable incomes, urbanization, and expanding retail sectors.

RECENT DEVELOPMENTS & NEWS

• October 2024: De Heus expanded its presence by establishing the fifth production plant in Purwodadi, Central Java, with a monthly capacity of 15,000 tons, focusing on sustainable livestock farming.
• December 2023: Compawnion secured funding from East Ventures to expand distribution and R&D; launched preservative-free dog food brand UGO.
• May 2023: OzPro introduced therapeutic pet foods in Indonesia, raw meat freeze-dried diets under Booster and Holistic brands emphasizing holistic health.
• October 2023:  Unicharm Indonesia launches "Deli-Joy" cat treats made with 100% real fish, free of preservatives and colorants, appealing to sustainability and health-conscious consumers.

KEY PLAYERS

• De Heus
• Compawnion
• OzPro
• Unicharm Indonesia

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