Indonesia Pet Care Market
Indonesia’s Pet Care Trends 2026: From Quality-First Choices to Cat-Centric Homes
Indonesia’s pet care market is evolving quickly, driven by rising attention to food quality and a strong preference for trusted local stores. As pets become more central to family life, Indonesian owners are becoming more selective, looking for products that feel trustworthy, health-supportive, and aligned with everyday care.
Based on findings from the TGM Pet Care Insights in Indonesia 2026 – Nutrition & Product Purchases Edition (https://tgmresearch.com/pet-nutrition-product-insights/indonesia.html) and Pet Health and Veterinary (https://tgmresearch.com/pet-health-insights/indonesia.html), this article unpacks key shifts and offers direction for brands aiming to stay relevant in one of Southeast Asia’s fastest-growing pet markets. The survey highlights what owners are buying, where they are buying it, and the values driving those decisions.
Key Local Insights from TGM’s Research
- Indonesian pet owners prioritize quality when choosing pet food, with health needs rising in importance.
- Cats outnumber dogs as the most common pets in Indonesia.
- Online channels and pet speciality chains now lead pet food and supplies purchases
Quality Comes First for Indonesian Pet Owners
Indonesian owners put quality (33%) at the heart of their pet food decisions, with price clearly secondary. Many also look for diets that support specific health needs, and ingredient composition matters as owners pay closer attention to what goes into every bite. Convenience factors like availability or flavor variety still play a role, but they do not outweigh the need for trusted, well-made products.
This signals a shift toward more informed, selective purchasing behavior. Owners are looking for food that supports health, aligns with their values, and reflects the same level of care they would show for any other family member.
Cats Are the Most Common Pets in Indonesian Homes
Cats remain the top choice for Indonesian pet owners, appearing in 80% of multi-pet households and 77% of single-pet homes, well ahead of dogs. One reason may relate to religious practice. While dogs are permitted for roles like guarding or herding, cats are more widely accepted as indoor companions.
For brands, this reinforces a clear direction. Cat-focused offerings across food, litter, enrichment, and health solutions are becoming essential as cat ownership continues to shape everyday pet care in Indonesia.
Online and Pet Speciality Chains Now Share the Lead in Indonesia
Conclusion
Indonesia’s pet care market is evolving around three clear patterns: a strong focus on food quality, the dominance of cat ownership, and the rise of blended shopping behaviors across online platforms and pet speciality chains.
For brands, staying relevant means focusing on quality-first nutrition, investing in cat-centric offerings, and showing up consistently across both digital and speciality retail touchpoints where owners increasingly shop.
Curious how pet owners are setting up trends with every treat they buy and every service they book? Our full series of TGM Global Pet Care Insights 2026 reports is rolling out, covering Pet Nutrition & Product Purchases, Pet Health & Vet Care, Pet Ownership & Lifestyle, Pet Service, Accessories & Grooming and Pet Tech & Innovation
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2022
Indonesia’s pet ownership rate is steadily growing as the country’s economy is rapidly advancing, fueled by the increasing urbanization and industrial rates. Millennials are owning more pets as cultural landscapes shifted and more incidences of loneliness contributed to younger generations purchasing pets as companions. The Indonesian Pet Food Association (AMHKI) estimates that Indonesian pet food sector will grow at 20% annually with 60% of the market in Java, where Jakarta and other large cities are located.
72% of Indonesian household own pets with the majority owning cats at 47%, followed by fish at 22%, birds at 18%, and then dogs at only 10% (Rakuten Insight Propriety, 2021). As expected of a Muslim majority country, dog ownership rate is quite low due to religious and cultural beliefs.
Pet Food Market
The Indonesia pet food market is projected to grow at a CAGR of 5.1% during the forecast period (2021-2026) (Sdki, 2021)
In 2015, the pet food market in Indonesia was US$882 million, it is expected to reach US$1.84 billion in 2025. The average consumption per capita in value terms was at 3.46 USD per capita in 2015, it grew at a CAGR of 8.41 in the last five years. But is expected to slow down to an increase of 4.77% for the next five years (WMStrategy, 2021)
Current Trends in Pet Food
Humanization of Pets in Indonesia
Pet Humanization trends are increasingly popular among the nuclear Indonesian households, coupled with growing single-populations who preferred pets over children. The market is seeing more low and middle-income group favoring more economic pet foods among the Indonesian population. The demand for organic pet foods also surged for the past few years as pet owners are becoming more educated about the adverse effects of synthetic foods to their companions.
Limitation for Dog Food Market in Indonesia
Due to religious and cultural beliefs, many of the Muslim households in Indonesia do not own dogs as pets. However, owning dogs for protection and hunting are still allowed. This contributed to the lack of dog food and supplies in the country.
E-Commerce during COVID-19
The Indonesian Pet Food Association (AMHKI) also noted that pet food sales during COVID-19 via e-commerce platforms are growing steadily and are currently occupying 30% of the market. It is expected that it will overtake half of traditional pet food channels’ business in the near future.
More Expensive Pets leads to High Demand for Premium Products
As pet owners are purchasing more expensive breeds (Koi and Louhan Fish or imported birds such as African parrots, lovebirds, and canaries), the demand for more premium products also increased. Pet owners are now looking for more quality pet food for specific breeds of pets.
Major Pet Food Players in Indonesia
International pet food brands occupy 90% of the pet food market in Indonesia, leaving only 5% to the local businesses. Nestle Purina is at the lead for dog and cat food, while Mars Indonesia closely follows. Other international brands include “Holistic Select”, “Ecotrition”, “Total Ailments”, “Wellness” pet food, “Natural Life”, “Nutro Choice”, and “Nutrosource”. Local products like “Feli Cat”, “Vittamax”, and “My Dear” are also gaining prominence due to their higher discounts on online retail channels. The top five companies are:
- Mars Inc.
- Hill’s Pet Nutrition
- Nestle Purina Petcare Company
- J.M. Smucker
- Diamond Pet Foods
