Note: This report includes forecasting data that is based on baseline historical data.
Executive summary
Indonesia was the third-largest importer of dog and cat food in Association of Southeast Asian Nations (ASEAN) region, reaching US$173.4 million in 2021. And Canada was Indonesia's 15th largest dog and cat food exporter in 2021, representing 0.2% of share. Meanwhile, Indonesia ranked the 49th largest importer from Canada, received 0.06% (US$0.5 million) of Canadian dog and cat food exports in 2021.
In 2021, the ASEAN pet food market was worth US$2.6 billion retail value. Indonesia was ranked the second-largest market in the region, reaching US$370.6 million in 2021, representing an increase by a compound annual growth rate (CAGR) of 24.7% (2016-2021). The pet food retail sales in Indonesia is expected to grow to US$1,214.6 million in 2026 at a CAGR of 26.8% (2021-2026).
In Indonesia, the cat and dog populations have increased by CAGRs of 15.3% and 7.9% respectively, from 2016 to 2021. The number of cats is 654.8% higher than that of dogs in 2021. As a predominantly Muslim country, Indonesians are much more likely to choose a cat, rather than a dog, as a pet (Euromonitor International, 2022). The cat and dog populations will grow to 6.0 million and 0.9 million respectively in 2026.
Current value sales of cat food grow by 27.3% (CAGR, 2016 to 2021) to US$187.7 million. Cat treats and mixers was the most dynamic category in 2021 with a CAGR of 53.3% from 2016 to 2021.
The retail sales of dog food reached to US$172.6 million in 2021, at a CAGR of 23.2% from 2016 to 2021. Dog treats and mixers had the best performance in 2021 with a CAGR of 29.7% from 2016 to 2021.
Pet food retail sales in Indonesia were distributed primarily through store-based retailing (64.0% market share), while the remaining pet food retail sales were distributed via e-commerce and veterinary clinics in 2021. Most of distribution channels market share representation, whether categorized as store-based or non-retail channels, decreased in varying CAGR's between 2017 to 2021. And e-commerce increased by the largest CAGR (92.7%) in all channels, from a 1.9% market share recorded in 2017.
Trade overview
The world's top −10 dog and cat food importers in 2021 are located in Western Europe and North America, with the exception of Japan. Indonesia was the third-largest importer of dog and cat food in ASEAN region, reaching US$173.4 million in 2021.
| 2017 | 2018 | 2019 | 2020 | 2021 | CAGR* % 2017-2021 | Share % in 2021 | |
|---|---|---|---|---|---|---|---|
| ASEAN | 391.4 | 456.4 | 507.5 | 575.3 | 778.0 | 18.7 | 100.0 |
| Malaysia | 133.1 | 157.2 | 169.4 | 188.5 | 263.9 | 18.7 | 33.9 |
| Philippines | 57.3 | 77.4 | 95.9 | 114.5 | 177.2 | 32.6 | 22.8 |
| Indonesia | 79.9 | 92.9 | 94.8 | 119.8 | 173.4 | 21.4 | 22.3 |
| Thailand | 59.4 | 59.8 | 55.9 | 54.6 | 66.2 | 2.8 | 8.5 |
| Singapore | 40.2 | 43.7 | 48.6 | 52.3 | 65.8 | 13.2 | 8.5 |
| Viet-Nam | 0.0 | 0.0 | 27.4 | 25.5 | 26.4 | N/C* | 3.4 |
| Myanmar | 13.3 | 14.8 | 4.7 | 6.5 | 5.1 | −21.2 | 0.7 |
| Lao | 1.1 | 0.8 | 1.0 | 1.2 | 0.0 | N/C | 0.0 |
| Cambodia | 0.6 | 1.1 | 1.4 | 2.8 | 0.0 | N/C | 0.0 |
| Brunei | 6.7 | 8.6 | 8.6 | 9.6 | 0.0 | N/C | 0.0 |
|
Source: Global Trade Tracker, 2022 *CAGR: compound annual growth rate N/C: Not calculable HS Code: 230910 |
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In 2021, Canada, ranked the eighth-largest exporter of dog and cat food in the world, exported US$840.2 million worth of dog and cat food to the world, representing a 4.0% share of the total global exports of dog and cat food. And Canada was Indonesia's 15th largest dog and cat food exporter in 2021, representing 0.2% of share. Meanwhile, Indonesia ranked the 49th largest importer from Canada, received 0.06% (US$0.5 million) of Canadian dog and cat food exports in 2021.
| Country | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR* % 2017-2021 | Share % in 2021 |
|---|---|---|---|---|---|---|---|
| World | 79.9 | 92.9 | 94.8 | 119.8 | 173.4 | 21.4 | 100.0 |
| Thailand | 49.4 | 53.8 | 49.0 | 59.8 | 76.9 | 11.7 | 44.3 |
| China | 3.1 | 8.1 | 14.6 | 22.1 | 43.3 | 93.4 | 25.0 |
| France | 9.6 | 11.8 | 12.8 | 16.4 | 23.5 | 25.3 | 13.6 |
| Australia | 4.9 | 4.8 | 5.0 | 5.5 | 9.1 | 16.8 | 5.2 |
| Brazil | 2.7 | 3.3 | 2.0 | 3.4 | 4.2 | 11.9 | 2.4 |
| United States | 5.4 | 4.5 | 4.5 | 3.7 | 4.0 | −7.1 | 2.3 |
| Germany | 1.4 | 1.7 | 1.8 | 2.4 | 3.7 | 27.5 | 2.1 |
| Austria | 0.5 | 0.7 | 0.9 | 1.3 | 2.1 | 47.3 | 1.2 |
| South Korea | 0.4 | 0.6 | 0.7 | 1.2 | 1.5 | 40.7 | 0.9 |
| Lithuania | 0.3 | 0.7 | 0.5 | 0.5 | 1.0 | 36.2 | 0.6 |
| Canada (15th) | 0.2 | 0.3 | 0.2 | 0.5 | 0.4 | 16.7 | 0.2 |
|
Source: Global Trade Tracker, 2022 *CAGR: compound annual growth rate HS Code: 230910 |
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| Country | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR* % 2017-2021 | Share % in 2021 |
|---|---|---|---|---|---|---|---|
| ASEAN | 7.5 | 7.8 | 7.2 | 7.8 | 9.3 | 5.3 | 100.0 |
| Philippines | 2.0 | 2.5 | 2.0 | 2.0 | 3.2 | 12.0 | 34.2 |
| Singapore | 2.7 | 2.5 | 2.9 | 3.2 | 2.5 | −2.2 | 26.5 |
| Thailand | 0.8 | 0.9 | 0.7 | 1.1 | 1.7 | 20.0 | 18.6 |
| Malaysia | 1.5 | 1.5 | 1.3 | 1.0 | 1.3 | −3.3 | 13.7 |
| Indonesia | 0.5 | 0.4 | 0.2 | 0.5 | 0.5 | 1.9 | 5.2 |
|
Source: Global Trade Tracker, 2022 *CAGR: compound annual growth rate HS Code: 230910 |
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Pet food market overview
Immunity and digestion
The outbreak of the Covid-19 pandemic intensified consumer interest in products that promise to support immunity and enlightened many people about the link between gut flora and overall health. This heightened level of understanding about immunity and gut health influenced the way pet owners feel about the products they chose for their pets (Mintel, 2022).
Pet humanization
The continuing trend in Asia towards pet humanization, where pets are adored and regarded as companions, friends and members of the family, is driving interest in foods that can help to prevent lifestyle illnesses and diseases (Mintel, 2021). However, this positive trend for retail value sales will be partly offset by mounting inflationary pressure, particularly during the early part of the forecast period, which will serve to make many Indonesian consumers more price sensitive (Euromonitor International, 2022).
In 2021, the ASEAN pet food market was worth US$2.6 billion retail value. Indonesia was ranked the second-largest market in the region, reaching US$370.6 million in 2021, representing an increase by a CAGR of 24.7% (2016-2021). The pet food retail sales in Indonesia is expected to grow to US$1,214.6 million in 2026 at a CAGR of 26.8% (2021-2026).
| Market | 2016 | 2021 | CAGR* % 2016-2021 | 2022 | 2026 | CAGR* % 2021-2026 |
|---|---|---|---|---|---|---|
| ASEAN | 1,338.00 | 2,609.10 | 14.3 | 2,991.70 | 4,644.40 | 12.2 |
| Thailand | 748.2 | 1,311.1 | 11.9 | 1,450.3 | 1,936.9 | 8.1 |
| Indonesia | 123.1 | 370.6 | 24.7 | 522.6 | 1,214.6 | 26.8 |
| Philippines | 116.9 | 369.7 | 25.9 | 392.0 | 514.5 | 6.8 |
| Malaysia | 190.5 | 308.5 | 10.1 | 354.5 | 568.3 | 13.0 |
| Singapore | 74.5 | 106.8 | 7.5 | 114.2 | 136.2 | 5.0 |
| Myanmar | 54.0 | 78.8 | 7.9 | 86.0 | 134.5 | 11.3 |
| Vietnam | 29.5 | 61.9 | 16.0 | 70.3 | 137.3 | 17.3 |
| Brunei | 1.2 | 1.5 | 4.6 | 1.6 | 1.8 | 3.7 |
| Cambodia | 0.1 | 0.1 | 0.0 | 0.1 | 0.2 | 14.9 |
| Laos | 0.0 | 0.1 | N/C | 0.1 | 0.1 | 0.0 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate N/C: Not calculable |
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Pet population and ownership
In Indonesia, the cat and dog populations have increased by CAGRs of 15.3% and 7.9% respectively, from 2016 to 2021. The number of cats is 654.8% higher than that of dogs in 2021. As a predominantly Muslim country, Indonesians are much more likely to choose a cat, rather than a dog, as a pet (Euromonitor International, 2022). The cat and dog populations will grow to 6.0 million and 0.9 million respectively in 2026.
| Category | 2016 | 2021 | CAGR* % 2016-2021 | 2022 | 2026 | CAGR* % 2021-2026 |
|---|---|---|---|---|---|---|
| Cat | 2,150.3 | 4,387.2 | 15.3 | 4,808.4 | 5,955.4 | 6.3 |
| Dog | 459.1 | 670.0 | 7.9 | 737.4 | 919.2 | 6.5 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
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Retail sales
Cat food
Current value sales of cat food grow by 27.3% (CAGR, 2016 to 2021) to US$187.7 million. Cat treats and mixers was the most dynamic category in 2021 with a CAGR of 53.3% from 2016 to 2021. Indonesian customers spent US$131.5 million on dry cat food and US$45.2 million on wet cat food in 2021. They spent more money buying premium dry cat food (US$84.8 million in 2021) than mid-priced dry cat food (US$23.5 million) and economy dry cat food (US$23.2 million). On the other hand, mid-priced offerings did significantly outperform their premium counterparts in wet cat food during 2021. This may reflect the fact the average number of cats grew in cat-owning households, in addition to the economic shock of the pandemic, which has made many local consumers more price sensitive (Euromonitor International, 2022).
| Category | 2016 | 2021 | CAGR* % 2016-2021 | 2022 | 2026 | CAGR* % 2021-2026 |
|---|---|---|---|---|---|---|
| Cat Food | 56.10 | 187.7 | 27.3 | 270.00 | 567.10 | 24.7 |
| Cat Treats and Mixers | 1.3 | 11.0 | 53.3 | 17.5 | 65.7 | 43.0 |
| Dry Cat Food | 37.8 | 131.5 | 28.3 | 195.20 | 381.2 | 23.7 |
| Economy Dry Cat Food | 5.3 | 23.2 | 34.4 | 33.0 | 60.3 | 21.1 |
| Mid-Priced Dry Cat Food | 9.8 | 23.5 | 19.1 | 32.4 | 71.7 | 25.0 |
| Premium Dry Cat Food | 22.7 | 84.8 | 30.2 | 129.8 | 249.2 | 24.1 |
| Wet Cat Food | 17 | 45.2 | 21.6 | 57.3 | 120.3 | 21.6 |
| Mid-Priced Wet Cat Food | 10.2 | 25.1 | 19.7 | 33.7 | 72.2 | 23.5 |
| Premium Wet Cat Food | 6.7 | 20.1 | 24.6 | 23.6 | 48.1 | 19.1 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
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Dog food
The retail sales of dog food reached to US$172.6 million in 2021, at a CAGR of 23.2% from 2016 to 2021. Dog treats and mixers had the best performance in 2021 with a CAGR of 29.7% from 2016 to 2021. Premium food led the sales in dry dog food (US$85.0 million in 2021) with a 26.0% CAGR from 2016 to 2021. Mid-priced wet food led the wet dog food (US$16.6 million in 2021) with a 11.8% CAGR from 2016 to 2021.
| Category | 2016 | 2021 | CAGR* % 2016-2021 | 2022 | 2026 | CAGR* % 2021-2026 |
|---|---|---|---|---|---|---|
| Dog Food | 60.8 | 172.6 | 23.2 | 240.7 | 627.3 | 29.4 |
| Dog Treats and Mixers | 0.3 | 1.1 | 29.7 | 1.5 | 3.5 | 26.0 |
| Dry Dog Food | 48.7 | 149.4 | 25.1 | 208.8 | 546.9 | 29.6 |
| Economy Dry Dog Food | 3.9 | 12.1 | 25.4 | 15.9 | 35.4 | 23.9 |
| Mid-Priced Dry Dog Food | 18.0 | 52.3 | 23.8 | 69.6 | 156.8 | 24.6 |
| Premium Dry Dog Food | 26.8 | 85.0 | 26.0 | 123.3 | 354.7 | 33.1 |
| Wet Dog Food | 11.8 | 22.2 | 13.5 | 30.4 | 76.9 | 28.2 |
| Mid-Priced Wet Dog Food | 9.5 | 16.6 | 11.8 | 23.0 | 59.5 | 29.1 |
| Premium Wet Dog Food | 2.3 | 5.5 | 19.0 | 7.5 | 17.4 | 25.9 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
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Company shares
The top three players in the cat food sector, Mars Inc, Colgate-Palmolive Co, and Nestlé SA, representing 75.5% of the market share in 2021, ahead of other competitors. However, Colgate-Palmolive Co had a negative CAGR of −2.8% from 2017 to 2021. Among the top ten players, Charoen Pokphand Group gained the highest CAGR of 33.7% over the past five years.
| Company name | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR* % 2017-2021 |
|---|---|---|---|---|---|---|
| Mars Inc | 40.9 | 41.6 | 41.8 | 43.1 | 46.1 | 3.0 |
| Colgate-Palmolive Co | 20.4 | 19.7 | 18.7 | 18.5 | 18.2 | −2.8 |
| Nestlé SA | 14.2 | 13.6 | 13.0 | 12.5 | 11.2 | −5.8 |
| Others | 16.0 | 14.5 | 13.3 | 12.0 | 10.5 | −10.0 |
| Charoen Pokphand Group | 2.6 | 4.8 | 7.0 | 8.0 | 8.3 | 33.7 |
| Vitakraft Pet Care GmbH & Co KG | 2.4 | 2.2 | 1.9 | 1.5 | 1.6 | −9.6 |
| Archer Daniels Midland Co | 1.1 | 1.1 | 1.1 | N/C | ||
| Thai Union Frozen Products PCL | 1.0 | 1.0 | 1.0 | 1.0 | 0.9 | −2.6 |
| Dr Josh Laboratories JM & K Pty Ltd | 0.9 | 0.8 | 0.8 | 0.8 | 0.7 | −6.1 |
| Inaba Pet Food Co Ltd | 0.0 | 0.0 | 0.2 | 0.5 | 0.6 | N/C |
| Others | 1.6 | 1.8 | 1.2 | 1.0 | 0.8 | −15.9 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate N/C: Not calculable |
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The top three players in the dog food sector, Mars Inc, Nestlé SA, and Colgate-Palmolive Co representing 70.6% of the market share in 2021, ahead of other competitors. However, Colgate-Palmolive Co had a negative CAGR of −0.5% from 2017 to 2021. Charoen Pokphand Group gained the highest CAGR of 35.6% over the past five years.
| Company name | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR* % 2017-2021 |
|---|---|---|---|---|---|---|
| Mars Inc | 28.6 | 28.3 | 28.5 | 29.7 | 30.9 | 2.0 |
| Nestlé SA | 18.2 | 17.8 | 17.7 | 18.9 | 20.2 | 2.6 |
| Colgate-Palmolive Co | 19.9 | 20.2 | 19.5 | 19.6 | 19.5 | −0.5 |
| Others | 24.9 | 22.2 | 20.2 | 15.5 | 12.1 | −16.5 |
| Charoen Pokphand Group | 2.9 | 5.5 | 7.3 | 8.7 | 9.8 | 35.6 |
| Dr Josh Laboratories JM & K Pty Ltd | 2.4 | 2.2 | 2.2 | 2.2 | 2.3 | −1.1 |
| Kino Indonesia Tbk PT | 0.2 | 0.9 | 1.8 | 1.6 | N/C | |
| Champion Petfoods LP | 1.6 | 1.6 | 1.6 | 1.5 | 1.4 | −3.3 |
| Archer Daniels Midland Co | 0.7 | 0.7 | 0.6 | N/C | ||
| Blackwood Pet Food LLC | 0.5 | 0.6 | 0.6 | 0.6 | 0.6 | 4.7 |
| Others | 1.0 | 1.4 | 0.8 | 0.8 | 1.0 | 0.0 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate N/C: Not calculable |
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Brand shares
Royal Canin by Mars Inc is the top brand in cat food (22.3% share in 2021), followed by Whiskas by Mars Inc (21.1% share) and Hill's Science Diet by Colgate-Palmolive Co (18.2% share). Sheba saw the biggest CAGR of 52.4% from 2016 to 2020.
| Brand | Company | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR* % 2017-2021 |
|---|---|---|---|---|---|---|---|
| Royal Canin | Mars Inc | 17.5 | 17.1 | 17.1 | 19.6 | 22.3 | 6.2 |
| Whiskas | Mars Inc | 22.8 | 23.2 | 23.0 | 21.2 | 21.1 | −1.9 |
| Hill's Science Diet | Colgate-Palmolive Co | 20.4 | 19.7 | 18.7 | 18.5 | 18.2 | −2.8 |
| Pro Plan | Nestlé SA | 9.0 | 9.2 | 8.6 | 8.4 | 7.8 | −3.5 |
| Bolt | Charoen Pokphand Group | 0.9 | 2.3 | 3.7 | 4.2 | 4.5 | 49.5 |
| Friskies | Nestlé SA | 4.7 | 3.7 | 3.7 | 3.4 | 2.8 | −12.1 |
| Sheba | Mars Inc | 0.5 | 1.2 | 1.7 | 2.3 | 2.7 | 52.4 |
| Me-O | Charoen Pokphand Group | 1.1 | 1.5 | 2.0 | 2.3 | 2.4 | 21.5 |
| Vitakraft | Vitakraft Pet Care GmbH & Co KG | 2.4 | 2.2 | 1.9 | 1.5 | 1.6 | −9.6 |
| Kitchen Flavor | Charoen Pokphand Group | 0.4 | 0.8 | 1.2 | 1.4 | 1.4 | 36.8 |
| Others | Others | 20.3 | 19.1 | 18.4 | 17.2 | 15.2 | −7.0 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate |
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Pedigree by Mars Inc leads the brand in dog food (21.4% share in 2021), followed by Hill's Science Diet by Colgate-Palmolive Co (19.5% share) and Alpo by Nestlé SA (13.8% share).
| Brand name | Company name | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR* % 2017-2021 |
|---|---|---|---|---|---|---|---|
| Pedigree | Mars Inc | 19.6 | 19.5 | 19.2 | 20.4 | 21.4 | 2.2 |
| Hill's Science Diet | Colgate-Palmolive Co | 19.9 | 20.2 | 19.5 | 19.6 | 19.5 | −0.5 |
| Alpo | Nestlé SA | 13.1 | 12.2 | 11.7 | 12.6 | 13.8 | 1.3 |
| Royal Canin | Mars Inc | 7.3 | 7.6 | 8.4 | 8.5 | 8.6 | 4.2 |
| Kitchen Flavor | Charoen Pokphand Group | 1.9 | 4.1 | 5.4 | 6.5 | 7.4 | 40.5 |
| Pro Plan | Nestlé SA | 5.1 | 5.5 | 6 | 6.2 | 6.4 | 5.8 |
| Best in Show | Dr Josh Laboratories JM & K Pty Ltd | 2.4 | 2.2 | 2.2 | 2.2 | 2.3 | −1.1 |
| Bolt | Charoen Pokphand Group | 0.4 | 0.9 | 1.4 | 1.6 | 1.7 | 43.6 |
| ProBalance | Kino Indonesia Tbk PT | 0.2 | 0.9 | 1.8 | 1.6 | N/C | |
| Orijen | Champion Petfoods LP | 1.1 | 1.1 | 1.2 | 1.1 | 1.1 | 0.0 |
| Others | Others | 24.9 | 22.3 | 20.2 | 15.5 | 12.1 | −16.5 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate N/C: Not calculable |
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Distribution channels
Pet food retail sales in Indonesia were distributed primarily through store-based retailing (64.0% market share), while the remaining pet food retail sales were distributed via e-commerce and veterinary clinics in 2021. Most of distribution channels market share representation, whether categorized as store-based or non-retail channels, decreased in varying CAGR's between 2017 to 2021. And e-commerce increased by the largest CAGR (92.7%) in all channels, from a 1.9% market share recorded in 2017.
| Outlet Type | 2017 | 2018 | 2019 | 2020 | 2021 | CAGR* % 2017-2021 |
|---|---|---|---|---|---|---|
| Store-Based Retailing | 86.1 | 84.1 | 81.3 | 65.8 | 64.0 | −7.1 |
| Grocery Retailers | 48.5 | 47.9 | 47.7 | 39.7 | 38.9 | −5.4 |
| Modern Grocery Retailers | 48.2 | 47.6 | 47.5 | 39.5 | 38.8 | −5.3 |
| Convenience Stores | 0.0 | 0.1 | 0.1 | 0.8 | 0.9 | N/C |
| Hypermarkets | 27.3 | 27.3 | 27.2 | 22.2 | 20.5 | −6.9 |
| Supermarkets | 20.9 | 20.3 | 20.1 | 16.5 | 17.3 | −4.6 |
| Traditional Grocery Retailers | 0.3 | 0.2 | 0.2 | 0.2 | 0.1 | −24.0 |
| Non-Grocery Specialists | 37.6 | 36.3 | 33.6 | 26.1 | 25.1 | −9.6 |
| Pet superstores | 0.2 | 0.2 | 0.2 | 0.1 | 0.1 | −15.9 |
| Pet shops | 37.5 | 36.1 | 33.4 | 25.9 | 24.9 | −9.7 |
| Non-Store Retailing | 1.9 | 4.0 | 7.0 | 24.6 | 26.2 | 92.7 |
| E-Commerce | 1.9 | 4.0 | 7.0 | 24.6 | 26.2 | 92.7 |
| Non-retail channels | 12.0 | 11.8 | 11.7 | 9.6 | 9.8 | −4.9 |
| Veterinary clinics | 12.0 | 11.8 | 11.7 | 9.6 | 9.8 | −4.9 |
| Total | 100.0 | 100.0 | 100.0 | 100.0 | 100.0 | 0.0 |
|
Source: Euromonitor International, 2022 *CAGR: Compound Annual Growth Rate N/C: Not calculable |
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Product launch analysis
From 2017 to 2021, a total of 688 pet food products were launched in Indonesia. The number of yearly product launches has increased in growth by a CAGR of 21.0% from the lower launch of 75 pet products in 2017 to its larger and most recent launch of 161 pet products in 2021. Dog snacks & treats, cat food wet, and cat snacks & treats were top categories of newly released pet food product launches while vitamin/mineral fortified, no additives/preservatives, and free from added/artificial preservatives were top claims associated with new pet food products released during the prescribed period.
| Product attributes | Yearly launch count | ||||
|---|---|---|---|---|---|
| 2017 | 2018 | 2019 | 2020 | 2021 | |
| Yearly product launches | 75 | 157 | 155 | 140 | 161 |
| Top five categories | |||||
| Dog snacks and treats | 31 | 40 | 33 | 55 | 46 |
| Cat food wet | 17 | 31 | 47 | 25 | 34 |
| Cat snacks and treats | 4 | 29 | 26 | 34 | 25 |
| Dog food wet | 11 | 34 | 4 | 8 | 29 |
| Dog food dry | 6 | 11 | 31 | 8 | 20 |
| Top five claims | |||||
| Vitamin/mineral fortified | 20 | 65 | 69 | 64 | 52 |
| No additives/preservatives | 22 | 35 | 45 | 52 | 85 |
| Free from added/artificial preservatives | 20 | 31 | 40 | 46 | 72 |
| Low/no/reduced allergen | 13 | 26 | 35 | 47 | 69 |
| Pet - Adult | 21 | 45 | 53 | 19 | 44 |
| Top five price groups (US dollars) | |||||
| 0.34 - 4.33 | 67 | 127 | 97 | 96 | 108 |
| 4.34 - 8.33 | 6 | 15 | 26 | 27 | 19 |
| 8.34 - 12.33 | 2 | 4 | 11 | 8 | 7 |
| 12.34 - 16.33 | 0 | 7 | 8 | 3 | 11 |
| 16.34 - 24.00 | 0 | 3 | 5 | 3 | 11 |
| Top five launch types | |||||
| New product | 19 | 101 | 70 | 67 | 82 |
| New variety/range extension | 23 | 23 | 54 | 61 | 53 |
| New packaging | 20 | 23 | 13 | 10 | 18 |
| Relaunch | 10 | 8 | 13 | 2 | 4 |
| New formulation | 3 | 2 | 5 | 0 | 4 |
| Top five flavours (including blend) | |||||
| Tuna | 5 | 12 | 14 | 15 | 16 |
| Chicken | 5 | 15 | 8 | 14 | 10 |
| Unflavoured/Plain | 6 | 13 | 11 | 6 | 8 |
| Beef | 8 | 6 | 6 | 6 | 6 |
| Salmon | 1 | 4 | 5 | 10 | 8 |
| Top five ingredient | |||||
| Minerals | 26 | 67 | 72 | 41 | 50 |
| Vitamins | 24 | 56 | 69 | 48 | 43 |
| Vitamin E | 15 | 67 | 50 | 46 | 33 |
| Taurine | 11 | 39 | 54 | 40 | 58 |
| Chicken meat | 15 | 63 | 32 | 47 | 41 |
| Source: Mintel, 2022 | |||||
Examples of new products
Tuna Flavour Fine Food for Cats
Source: Mintel, 2022
| Company | Mars Petcare |
|---|---|
| Brand | Sheba |
| Category | Cat Food Wet |
| Store name | Aeon Supermarket |
| Store type | Supermarket |
| Date published | October 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 0.76 |
Sheba Tuna Flavour Fine Food for Cats is said to provide a complete and balanced food for cats older than 12 months. The product retails in a 70 gram pack featuring the Suci Bersih (Pure Clean) logo.
Complete Pet Food with Salmon for Adult Sterilised Cats
Source: Mintel, 2022
| Company | KIKA |
|---|---|
| Brand | Nature's Protection |
| Category | Cat Food Wet |
| Store name | Juanda Petshop |
| Store type | Specialist Retailer |
| Date published | December 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 0.90 |
Nature's Protection Complete Pet Food with Salmon for Adult Sterilised Cats has been developed with vets, and is free from grain and artificial colourings. The super premium product is suitable for adult cats aged one year and older, contains vitamins and minerals, and taurine for a healthy heart. It retails in a 100 gram pack.
Tuna Jerky Cat Treats
Source: Mintel, 2022
| Company | Sayang Indopet |
|---|---|
| Brand | Mimiaw |
| Category | Cat snacks and treats |
| Store name | Ranch Market |
| Store type | Supermarket |
| Date published | August 2021 |
| Product source | Shopper |
| Launch type | New packaging |
| Price in US dollars | 5.53 |
Mimiaw Tuna Jerky Cat Treats have been repackaged. The homemade product is 100% natural, is free from sugar, salt, preservatives and artificial flavours, is made with real tuna, and retails in a 60 gram pack featuring the Instagram logo.
4-in-1 Support Soft Chews for Dogs
Source: Mintel, 2022
| Company | Garmon / NaturVet |
|---|---|
| Brand | NaturVet All-In-One |
| Category | Dog snacks and treats |
| Market | Indonesia |
| Store name | www.tokopedia.com |
| Store type | Internet / mail order |
| Date published | October 2021 |
| Launch type | New product |
| Price in US dollars | 22.37 |
NaturVet All-In-One 4-in-1 Support Soft Chews for Dogs are formulated with digestive enzymes, and vitamins and minerals to provide healthy skin and coat and to support joints. The wheat-free product is suitable for dogs aged over 12 weeks, is sufficient for 30-day supply, and retails in a 240 gram pack containing 60 units.
Dog Treats for Medium Dogs
Source: Mintel, 2022
| Company | Mars Petcare |
|---|---|
| Brand | Pedigree DentaStix |
| Category | Dog snacks and treats |
| Store name | Food Hall |
| Store type | Supermarket |
| Date published | July 2021 |
| Product source | Shopper |
| Launch type | Relaunch |
| Price in US dollars | 1.58 |
Pedigree DentaStix Dog Treats for Medium Dogs have been relaunched with a new packaging and a Triple Action formulation, which is said to reduce tartar build-up; clean hard-to-reach teeth; and support gum health. The product features a unique X-shape and abrasive and chewy texture, contains zinc sulphate and STPP active ingredients, is high in calcium, low in fat and free from added sugar. It is suitable for medium dogs weighing from 10 kilograms to 25 kilograms, and retails in a 98 gram pack containing four sticks.
Small Bits for Small Dogs
Source: Mintel, 2022
| Manufacturer | Interquell |
|---|---|
| Brand | Happy Dog Mini |
| Category | Dog Food Dry |
| Store name | www.tokopedia.com |
| Store type | Internet / mail order |
| Date published | July 2021 |
| Launch type | New variety / range extension |
| Price in US dollars | 8.83 |
Happy Dog Mini Small Bits for Small Dogs feature perfectly balanced five valuable sources of protein. This product contains 26% best quality, easily-digestible protein and an adequate 14% fat with essential unsaturated omega-3 and omega-6 fatty acids from high-quality animal and plant sources. The special recipe with the unique Happy Dog natural life concept with natural ingredients is completed with genuine New Zealand mussels, and is said to be perfectly suited to all adult mini dogs weighing 1 kilogram to 10 kilograms. It is free from gluten, soy, artificial colours, flavours, preservatives, added sugar, genetically modified products, and features wide variety of natural ingredients and maximum digestibility. The product is said to aid optimum and species-appropriate metabolism, to benefit the body holistically, and to provide strong immune system and a healthy coat. It retails in a 1 kilogram pack and bearing a QR code.
For more information
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For additional information on India International Pet Trade Fair, please contact:
William Kendall
Counsellor (Agriculture and Food) and Regional Trade Commissioner to Indonesia and ASEAN
Embassy of Canada
Government of Canada
jkrtatd@international.gc.ca
Resources
- Euromonitor International, 2022
- Global Trade Tracker, 2022
- Mintel: A year of innovation in pet food and products, 2022
- Mintel Global New Products Database, 2022
- Mintel: A year of innovation in pet food and products, 2021
Sector Trend Analysis – Pet food in Indonesia
Global Analysis Report
Prepared by: ZhiDuo Wang, Market Analyst
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