Indonesia Food Supplement Market - 2024-2031

Indonesia Food Supplement

Indonesia Food Supplement Market reached US$ 2,484.31 million in 2023 and is expected to reach US$ 3,373.91 million by 2027, growing with a CAGR of 8.03% during the forecast period 2024-2027.

The Indonesian food supplement market is experiencing steady growth, driven by the rising aging population. Supplements for bone health, joint health, and cognitive support, including calcium, glucosamine, and omega-3 fatty acids, are increasingly popular among older consumers. Thus, the rise of the aging population helps to boost the market growth.

For instance, based on the 2019 National Socioeconomic Survey (Susenas), there are more than 25.7 million people, or 9.6 percent of the total population aged 60 years and over in Indonesia. According to Statistics Indonesia, the number of elderly people in Indonesia is expected to increase by around 10 percent by 2020 and 20 percent by 2024. By 2050, the elderly population will reach 74 million or around 25 percent of the total population (UN 2017). This group is vulnerable to poverty and is not enjoying a decent level of welfare.

Additionally, the rise of global plant-based diets and organic trends has made its mark in Indonesia. Consumers are increasing preference for plant-based, vegan, and organic supplements as part of their commitment to healthier lifestyles and environmental sustainability. Products like spirulina, chlorella, and plant-based protein powders are gaining popularity.

Moreover, the COVID-19 pandemic marked a turning point in the Indonesian food supplement market, with immunity-boosting products witnessing a sharp rise in demand. Consumers increasingly turned to supplements containing vitamin C, vitamin D, zinc, and elderberry extracts to enhance their immune systems. This trend continues to shape consumer preferences, with a sustained emphasis on preventive healthcare.

Market Drivers

Rise in Chronic Diseases

The rise in chronic diseases such as diabetes, hypertension, cardiovascular issues, and obesity is significantly driving the growth of the Indonesian food supplement market. These conditions, often linked to lifestyle choices and dietary imbalances, have spurred a growing awareness among Indonesians about the importance of managing health proactively. For instance, according to the International Diabetes Federation (IDF), Indonesia's national diabetes prevalence is estimated to be 6.2% in 2019 and 10.8% in 2021, placing it among the top 10 countries with the highest prevalence of T2DM and also with the steepest climb.

Additionally, the prevalence and number of Diabetes cases (total) in Indonesia and each province is estimated to increase quite high in 2020–2045. Diabetes prevalence increased from 9.19% in 2020 (18.69 million cases) to 16.09% in 2045 (40.7 million cases). It rose 75.1% over 25 years, with an average increase of 3% from prevalence per year. The provinces with the highest prevalence in 2045 are Jakarta (23.11%) and the lowest East Nusatenggara province (8.91%)

Similarly, cardiovascular conditions have led to higher consumption of fish oil supplements rich in EPA and DHA, both of which are critical for maintaining heart health. Brands like Blackmores and Nutrilite have seen substantial growth in their sales of heart and diabetes-related supplements in Indonesia.

Obesity, another major concern in urban areas, has encouraged the adoption of weight management supplements, including green tea extract, fiber blends, and protein shakes. These instances illustrate how the rising burden of chronic diseases is fueling a shift towards targeted nutritional solutions, thereby boosting the demand for food supplements across Indonesia.

Increased Focus on Sports and Fitness Nutrition

The increasing focus on sports and fitness among Indonesians has emerged as a significant driver of the food supplement market. As fitness trends gain traction, particularly among younger demographics, there is a growing demand for supplements that enhance athletic performance, support muscle recovery, and improve overall stamina. For instance, urban millennials and Gen Z consumers are adopting gym routines and outdoor activities like cycling, jogging, and yoga, fueling the demand for protein powders, amino acids, and pre-workout supplements.

Additionally, as of 2024, Indonesian athletes have won a total of 40 medals, 22 in badminton, 16 in weightlifting, and 1 each in archery and sport climbing. Among countries in Southeast Asia, Indonesia ranks second behind Thailand in terms of both the number of gold medals (10) and the overall medals (40). The growing popularity of fitness events, such as marathons, triathlons, and bodybuilding competitions, further stimulates the market. Participants and enthusiasts increasingly rely on electrolyte-rich energy drinks, protein bars, and creatine supplements to meet their nutritional needs.

Moreover, partnerships between fitness influencers and supplement brands have amplified consumer awareness. Influencers showcasing their fitness journeys on platforms like Instagram and YouTube often recommend supplements, creating a ripple effect among followers. Collaborations with gyms and fitness centers have also allowed brands to offer targeted promotions and educational workshops on the benefits of sports nutrition. Thus, the above factors help to boost the market growth.

Market Restraints

Weak Distribution Networks in Remote Areas

Weak distribution networks in remote areas significantly restrain the growth of the Indonesian food supplement market, as accessibility remains a critical challenge for consumers outside major urban centers. Many rural regions lack sufficient retail outlets or pharmacies that stock a diverse range of food supplements.

For instance, consumers in provinces like Papua, Maluku, and West Kalimantan often face difficulties in obtaining quality supplements due to limited supply chains and logistical barriers.

E-commerce platforms, while gaining traction in urban areas, struggle with last-mile delivery in remote regions due to underdeveloped infrastructure and high delivery costs. This restricts the availability of popular brands like Blackmores and Nutrilite to urban populations, leaving rural consumers with limited options or no access at all. Even when products are available, inconsistent delivery times and higher shipping charges deter purchases, making supplements less attractive to rural buyers.

Furthermore, small local retailers in these areas often face challenges in maintaining inventory due to limited purchasing power and logistical constraints, resulting in stock shortages or outdated products. Such limitations lead to missed opportunities for market expansion, as rural populations remain untapped despite their potential demand for health and wellness products.

Market Segment Analysis

The Indonesian food supplement market is segmented based on ingredient, dosage, application, age and distribution channel.

Rising Prevalence of Gastrointestinal Disorders and Awareness Drives Segment Growth

The gastrointestinal health segment holds a significant share of the Indonesian food supplement market. The growing prevalence of gastrointestinal (GI) disorders such as indigestion, constipation, and irritable bowel syndrome (IBS) is a major factor driving demand in the Indonesian food supplement market. Modern lifestyles, characterized by unhealthy eating habits, stress, and reduced physical activity, make GI issues increasingly common, leading consumers to seek supplements that support digestive health.

Indonesian consumers are becoming more aware of the connection between gut health and overall wellness, boosting the popularity of GI supplements in the market. This awareness is fueled by social media, healthcare campaigns, and product marketing, which emphasize the role of a healthy gut in improving immunity, mental health, and nutrient absorption. As a result, the gastrointestinal health segment is emerging as a key driver of the market.

Continuous innovation in formulations and marketing strategies is cementing the gastrointestinal health segment as a leader in the market. Companies are introducing supplements with added benefits, such as immune support or mental health improvement, which enhance their appeal. Additionally, targeted marketing campaigns that highlight scientific evidence and consumer testimonials are strengthening the segment's position in the market.

Sustainability Analysis

The Indonesian food supplement market is witnessing increasing consumer demand for sustainably sourced products. This trend is driven by heightened awareness of environmental issues, such as deforestation, plastic waste, and carbon emissions. Consumers are actively seeking supplements made with natural, organic, or locally sourced ingredients that minimize environmental harm. Manufacturers in the market are responding by adopting more sustainable sourcing practices and emphasizing eco-friendly branding.

Sustainability concerns are driving a shift in the market from animal-derived to plant-based supplements. Plant-based products have a lower carbon footprint and are perceived as more ethical and environmentally friendly. In Indonesia, the abundance of locally available plant resources such as turmeric, ginger, and moringa makes the transition to plant-based supplements economically and logistically viable, further supporting sustainability goals in the market.

Manufacturers in the Indonesian food supplement market are increasingly adopting sustainable production methods to reduce their environmental impact. This includes implementing energy-efficient technologies, minimizing water usage, and reducing waste during the manufacturing process. Companies are also exploring the use of renewable energy sources to power their production facilities, contributing to a greener supply chain within the market.

Unmet Needs

While food supplements are becoming more popular in Indonesia, their affordability remains a barrier for a large segment of the population, especially in lower-income and rural areas. Many of the high-quality, internationally recognized supplements are priced out of reach for the average consumer. This gap creates an unmet need for more affordable options that are accessible to a broader demographic.

There is a growing need for supplements targeting specific health conditions that are prevalent in the Indonesian population. While general supplements such as multivitamins and immunity boosters are widely available, more specialized supplements for conditions like joint health, cardiovascular diseases, and mental health are still underrepresented in the market.

Consumers in Indonesia are increasingly concerned with the safety, efficacy, and transparency of the food supplements they purchase. Despite the presence of regulatory bodies like BPOM (Indonesian National Agency of Drug and Food Control), many consumers are still wary of the authenticity and quality of the supplements available in the market.

The demand for personalized health and wellness solutions is on the rise, but the Indonesian market still lacks widespread options for personalized supplements. Consumers are increasingly seeking tailored supplement plans that are specific to their health goals, lifestyle, and nutritional needs. While some global brands are introducing personalized vitamins and supplement subscriptions, local brands have yet to widely adopt this model.

Another unmet need in the Indonesian food supplement market is the lack of consumer education and awareness. While food supplements are gaining popularity, many consumers still lack basic knowledge about their benefits, proper usage, and potential side effects. This gap is particularly prominent in rural and less urbanized areas, where traditional medicine and herbal remedies are still preferred over modern supplements.

Competitive Landscape

The major players in the Indonesian market include PT Darya-Varia Laboratoria Tbk, PT Pharos Indonesia, PT Kalbe Farma Tbk, SOHO Global Health, PT Galenium Pharmasia, Dexa Group, PT Agro Mitra Alimentare.

By Ingredient
• Vitamins
• Botanicals
• Minerals
• Protein & Amino Acids
• Omega Fatty Acids
• Probiotics
• Others

By Dosage
• Tablet
• Capsules
• Liquid
• Powder
• Chewables & Gummies
• Soft Gels
• Others

By Application
• Gastrointestinal Health

o Gut Microbiota/Microbiome Balance

o Digestion

o Constipation

o Bloating

o Diarrhea

o Leaky Gut

o Inflammation

o Others

 Gluten sensitivity

 Abdominal Pain

 GERD/Helicobacter Pylori

 Antibiotic-Associated Diarrhea/Post-Antibiotic Treatment

 Gut Flora/Gut Microbiome Restoration

 Others
• Vaginal Health
• Urinary Tract Health

o Kidney Stones

o UTIs

o Others
• Oral Health
• Anti/Healthy Ageing
• Allergies/Asthma
• Bone & Joint Health

o Osteoarthritis

o Osteoporosis/Low Mineral Bone Density

o Inflammation
• Brain/Mental Health

o Sleep

o Cognition

o Mood

o Depression

o Focus
• Cardiovascular Health
• Circulation
• Energy/Fatigue Reduction
• Metabolic Syndrome/Blood Glucose
• Liver Health
• Energy
• Immunity/Respiratory Infections
• Nutrient Absorption
• Skin-Hair-Nails

o Atopic Dermatitis & Eczema

o Acne

o Rosacea

o Hair Growth/Hair Loss

o Skin Microbiome

o Others
• Sports
• Women’s Health

o Fertility

o Menopause

o Pregnancy

o PCOS

o Vaginal Health & Health Vaginal Microbiome

o Vaginal Infections (BV/VVC)

o Pregnancy Outcomes

o Others
• Men’s Health & Men's Fertility
• Weight Management
• Pediatric Health

o Colic

o Constipation

o Regurgitation

o Atopic Dermatitis

o Others
• Others

By Age
• Infant
• Children
• Adults
• Seniors

By Distribution Channel
• Supermarkets/Hypermarkets
• Pharmacies and Drug Stores
• Convenience Stores
• Online Retailers
• Other Distribution Channels

Key Developments
• On April 30, 2024, Duke-NUS Medical School and the Indonesian Food and Drug Authority (Indonesian FDA) entered into a Memorandum of Understanding (MoU) to initiate new collaborations aimed at enhancing Indonesia's regulatory systems and advancing policy innovation in the pharmaceutical sector. Signed through the Duke-NUS Centre of Regulatory Excellence (CoRE), the MoU emphasizes skills development and capacity building. Its primary goal is to support the growth of Indonesia’s pharmaceutical landscape by fostering the development of medicines, biological products, traditional remedies, health supplements, and cosmetics.

Why Purchase the Report?
• To visualize the Indonesian food supplement market segmentation based on ingredient, dosage, application, age, and distribution channel, as well as understand key commercial assets and players.
• Identify commercial opportunities by analyzing trends and co-development.
• Excel data sheet with numerous data points of Indonesia food supplement market-level with all segments.
• PDF report consists of a comprehensive analysis after exhaustive qualitative interviews and an in-depth study.
• Product mapping available as excel consisting of key products of all the major players.

The Indonesia food supplement market report would provide approximately 36 tables, 59 figures, and 209 pages.

Target Audience 2024
• Manufacturers/ Buyers
• Industry Investors/Investment Bankers
• Research Professionals
• Emerging Companies