Pet ownership and the demand for premium pet products have surged in Indonesia, driving significant growth in the pet food market. Shopee dominates the market with Royal Canin leading the cat food category, reflecting consumer preferences for both quality and convenience.
In Indonesia, the pet ownership rate has been growing steadily as the country’s economy is advancing rapidly, driven by the increase of urbanization and industrialization. As a result, the pet population in Indonesia grew by a remarkable 75.7% between 2017 and 2022.
The rising trend of pet humanization has led to greater demand for premium pet products, particularly in the pet food category. This can be seen as the Indonesian pet food market grew at a compound annual growth rate (CAGR) of 5.1% from 2021 to 2026.
Pet Food Market Overview
<img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/5751735e-c737-498d-a245-f0d917c81300/public" alt="Picture: E-commerce market growth of Pet Food category” />
According to research by Magpie E-commerce Intelligence, the cat food market in Indonesia reached IDR 470.1 billion, with 30.7 million products sold between January and May 2024. Wilhendra, CEO of Magpie, noted, “The highest increase in the Pet Food category occurred in May 2024, with the GMV increasing by 33.56% from the previous month.”
Market Share by E-commerce
<img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/a0564bb4-0c02-43c6-547a-02fb249f3300/public" alt="Picture: E-commerce market share of Pet Food category” />
In the pet food market, Shopee dominates with a 74.1% share, followed by Tokopedia (18.7%) and Lazada (6.87%). Shopee significantly increased its market share by 47% in May, while Tokopedia saw a 12% increase during the same period. “Compared to other e-commerce platforms, it shows that Shopee is preferred as the one-stop-platform for people to buy pet products,” said Wilhendra.
Cat Food Market Share by Brand
<img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/a399173e-9b0e-4769-8469-b8c1693acf00/public" alt="Picture: Brand market share of Cat Food” />
The top five brands account for over half of the sales, with Royal Canin leading the cat food category with a 17.2% market share. Cat Choize follows with 12.5%, and Me-O holds 9.6%.
Cat Food Market Share Overtime
<img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/76c3b310-3884-4d51-9118-68a033b3b200/public" alt="Picture: Brand market share overtime of Cat Food” />
From January to May 2024, the cat food market was primarily dominated by Royal Canin and Cat Choize. Cat Choize saw a significant increase in February and March, surpassing Royal Canin but they regained the lead in subsequent months. Kitchen Flavor has shown steady growth, indicating promising potential despite its smaller market share.
Cat Food Top Brand on E-commerces
<img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/a56bada3-10d6-4a3e-46b3-d4172ee20200/public" alt="Picture: Top Brand of Cat Food in Shopee” />
On Shopee, Royal Canin leads with a 15.86% share, generating IDR 55.28 billion in revenue. Cat Choize and Me-O follow closely behind in this competitive market.
<img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/b5750fc1-bd69-4368-c95f-cfde35b7e300/public" alt="Picture: Top Brand of Cat Food in Tokopedia” />
On Tokopedia, Royal Canin is also the market leader with a 26.37% share. Cat Choize holds second place with a 15.94% share, while Me-O and Life Cat are in close competition, separated by only 0.32%.
Top-Selling Cat Food Products
<img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/6d85e73b-999d-444b-fd19-eec7a6f84e00/public" alt="Picture: Product market share of Cat Food” />
Me-O’s top product is the Me-O Canned Cat Food Seafood Platter, which generated IDR 31.75 billion and sold nearly 2.24 million units. The Cat Choize Cat Salmon 800g is in second place, followed by the Royal Canin FCN Hair & Skin 2kg in third. “Consumers tend to purchase Me-O and Cat Choize products in smaller quantities but more frequently, whereas Royal Canin buyers prefer larger package sizes,” stated Wilhendra.
Thumbnail picture source: Freepik