Pet care in 2025: The big picture
Value sales of pet care in Indonesia are slowing in 2025, while volume sales are showing a slight decline. After a year of subdued performance in 2024, the industry continues to face economic uncertainty in 2025, and the weakening of purchasing power among existing pet owners translates into only modest value growth. However, the contraction in demand is counterbalanced by an expanding base of pet owners, particularly in urban areas where smaller household sizes are fuelling a rise in pet companionship. This demographic shift is driving greater adoption of packaged pet food and other ready-to-use products, which offer convenience compared with homemade feeding solutions.
2025 key trends
Overall pet food unit price growth in 2025 closely mirrors that of 2024, but unlike the previous year, retail volume is in decline. The expansion in unit prices is moderated by the growing strength of economy pet food, as many local consumers trade down to manage daily expenses.
Competitive landscape
Central Proteinaprima retains leadership in overall pet food, leveraging its extensive portfolio across cat, dog and other pet food, with its Bolt brand leading in cat food and dog food, and Takari leading in other pet food (fish food). Competitive selling prices that can rival imported Chinese brands underpin Central Proteinaprima’s stronghold. Evo Nusa Bersaudara emerged as one of the fastest-growing companies in 2024, propelled by the affordability of its imported brands Life Cat and Ori Cat, and is set to benefit further from the start of local manufacturing of economy wet cat food in early 2025.
Retail developments
Pet shops and superstores remains the dominant channel for pet care in 2025, holding the majority share and continuing to grow. The store’s appeal lies in their breadth of product offerings and competitive pricing, combined with an expanding network of smaller-format outlets in suburban areas. Small local grocers, meanwhile, is the fastest-growing channel, while convenience retailers is also gaining traction through expanded pet food assortments, private label offerings from chains like Indomaret, and new brands such as Max Life and Mars’ Kitekat. These stores frequently match other grocery channels in terms of offering discounts.
What next for pet care?
Value sales of pet care are set to see strong rises throughout the forecast period, while volume sales will return to positive, steady growth. Price remains a key consideration, especially for lower-middle-income consumers and early-career Gen Zs with limited disposable income. As such, consumers are prioritising core nutrition over treats, snacks and supplements, driving demand for fortified and functional pet food variants. Although such products are currently offered largely by premium brands such as Royal Canin, the expectation is that functional formulations will become more widely available at more affordable prices.
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Overview:
Understand the latest market trends and future growth opportunities for the Pet Care industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Cat Food
- Dog Food
- Other Pet Food
- Pet Products
If you're in the Pet Care industry in Indonesia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Pet Care in Indonesia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Pet Care in Indonesia?
- Which are the leading brands in Pet Care in Indonesia?
- How are products distributed in Pet Care in Indonesia?
- How is the rise of e-commerce impacting the retail environment and consumer engagement?
- How are fashions and values in human food echoed in food for pets?
- How has COVID-19 impacted consumer demand? To what extent have lockdown, home seclusion and stockpiling boosted sales? Will the longer term economic repercussions of the pandemic stimulate or suppress future growth?
- Where is future growth expected to be most dynamic?
Pet Care in Indonesia
Pet care in 2025: The big picture
2025 key trends
Competitive landscape
Retail developments
What next for pet care?
DISCLAIMER
Cat Food in Indonesia
KEY DATA FINDINGS
Cat food records slowed growth in 2025
Central Proteinaprima maintains lead through affordability
Pet shops and superstores remains largest sales contributor in 2025
Future growth propelled by adoption among Gen-Zs and uptick in stray feeding
Retail e-commerce will expand through variety, while polarisation is likely to set in
Rising demand for functional and fortified cat food options
Dog Food in Indonesia
KEY DATA FINDINGS
More modest retail growth seen for dog food in 2025
Central Proteinaprima and Mars Foods Indonesia remain on top
Pet shops and retail e-commerce as favoured distribution channels
Positive value sales forecast, driven by dog adoption
Omnichannel strategies to help support value sales
Innovation in nutrition and human-esque variants
Other Pet Food in Indonesia
KEY DATA FINDINGS
Unit prices remain stable though relatively high in other pet food in 2025
Central Proteinaprima as continued leader
Specialist pet shops key channel for other pet food sales
Volume sales will be low throughout forecast period
E-commerce growth to have only limited impact on other pet food sales in Indonesia
Constrained innovation category-wide, while fish fans will keep fish food strong
Pet Products in Indonesia
KEY DATA FINDINGS
Steady growth continues for pet products in 2025
Competitive landscape remains highly fragmented
Pet shops and superstores leads distribution as e-commerce continues to rise
Further growth forecast for pet products in Indonesia
Retail e-commerce will remain stable though face increased competition, while expanding pet-friendly locations support sales in pet grooming products
Innovation to be driven by affordable convenience
The following categories and subcategories are included:
Pet Care
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- Cat Treats and Mixers
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- Economy Dry Cat Food
- Mid-Priced Dry Cat Food
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- Premium Therapeutic Dry Cat Food
- Premium Non-Therapeutic Dry Cat Food
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- Economy Wet Cat Food
- Mid-Priced Wet Cat Food
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- Premium Therapeutic Wet Cat Food
- Premium Non-Therapeutic Wet Cat Food
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- Dog Treats and Mixers
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- Economy Dry Dog Food
- Mid-Priced Dry Dog Food
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- Premium Therapeutic Dry Dog Food
- Premium Non-Therapeutic Dry Dog Food
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- Economy Wet Dog Food
- Mid-Priced Wet Dog Food
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- Premium Therapeutic Wet Dog Food
- Premium Non-Therapeutic Wet Dog Food
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- Bird Food
- Fish Food
- Small Mammal/Reptile Food
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- Cat Litter
- Pet Healthcare
- Other Pet Products
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Pet Care research and analysis database.
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