Indonesia Nutrition & Dietary Supplements Market

Indonesia Nutrition & Dietary Supplements Market Overview

• The Indonesia Nutrition & Dietary Supplements Market is valued at USD 2.5 billion, based on a five-year historical analysis. This growth is primarily driven by increasing health awareness among consumers, a rise in disposable incomes, and a growing trend towards preventive healthcare. The market has seen a significant shift towards natural and organic products, reflecting changing consumer preferences and lifestyle choices. The expansion of e-commerce, digital health platforms, and the influence of social media have also played a pivotal role in expanding access and driving demand for supplements, particularly among millennials and Gen Z. The middle-class population, now exceeding 47 million, is a major force behind the premiumization and diversification of supplement offerings .
• Key cities such as Jakarta, Surabaya, and Bandung dominate the market due to their large populations, urbanization, and higher income levels. Jakarta, being the capital, serves as a hub for distribution and marketing, while Surabaya and Bandung have seen a rise in health-conscious consumers, further driving demand for dietary supplements. The adoption of supplements is also increasing in semi-urban and rural areas, facilitated by the rise of online retail channels and greater health information accessibility .
• In June 2024, the Indonesian government enacted BPOM Regulation No.10 of 2024, issued by the National Agency of Drug and Food Control (BPOM). This regulation mandates that all dietary supplements must be registered with BPOM prior to marketing. The regulation requires clear, accurate labeling—including ingredients, claims, expiration dates, halal status, and alcohol content—to ensure product safety, efficacy, and quality, thereby enhancing consumer trust and promoting a healthier market environment .

Indonesia Nutrition & Dietary Supplements Market Segmentation

By Ingredient:The market is segmented into various ingredients, including vitamins, botanicals, minerals, proteins & amino acids, fibers & specialty carbohydrates, omega fatty acids, probiotics, prebiotics & postbiotics, and others. Each of these segments caters to specific consumer needs and preferences, with vitamins and botanicals being particularly popular due to their perceived health benefits. The vitamin segment holds the largest share, reflecting strong demand for immunity and wellness products, while botanicals—especially traditional herbal ingredients such as jamu, turmeric, ginger, and temulawak—remain culturally significant and widely consumed .

By Application:The application segments include immunity, bone & joint health, gastrointestinal health, cardiac health, diabetes management, skin/hair/nails, anti-aging & menopause, prenatal health, weight management, mental health/brain health, and others. The growing focus on preventive health measures has led to increased demand for supplements targeting specific health concerns. Immunity remains the leading application segment, followed by bone & joint health and gastrointestinal health, reflecting consumer priorities in the wake of heightened health awareness .

Indonesia Nutrition & Dietary Supplements Market Competitive Landscape

The Indonesia Nutrition & Dietary Supplements Market is characterized by a dynamic mix of regional and international players. Leading participants such as Kalbe Farma Tbk, PT Industri Jamu dan Farmasi Sido Muncul Tbk, Herbalife Indonesia, Amway Indonesia, Nestlé Indonesia, Unilever Indonesia Tbk, Danone Indonesia, Abbott Indonesia, PT Deltomed Laboratories, PT Soho Global Health, PT Darya-Varia Laboratoria Tbk, PT Sarihusada Generasi Mahardhika, PT Nutrifood Indonesia, PT Kalbe Blackmores Nutrition, PT Sido Muncul Tbk contribute to innovation, geographic expansion, and service delivery in this space.

Indonesia Nutrition & Dietary Supplements Market Industry Analysis

Growth Drivers

• Increasing Health Awareness:The Indonesian population is becoming increasingly health-conscious, with 70% of adults actively seeking ways to improve their health through nutrition. This trend is supported by the World Health Organization's report indicating that non-communicable diseases account for 71% of all deaths in Indonesia. Consequently, the demand for dietary supplements is rising, as consumers prioritize preventive health measures and nutritional support to enhance their overall well-being.
• Rising Disposable Incomes:Indonesia's GDP per capita is projected to reach approximately $4,580 in future, reflecting a significant increase in disposable income. This economic growth enables consumers to allocate more funds towards health and wellness products, including dietary supplements. As a result, the market is witnessing a surge in demand for premium and specialized nutritional products, catering to the evolving preferences of a more affluent consumer base.
• Expanding E-commerce Platforms:E-commerce sales in Indonesia are expected to exceed $53 billion in future, driven by increased internet penetration and smartphone usage. This growth in online retail provides a convenient platform for consumers to access a wide range of dietary supplements. The rise of digital marketing strategies and social media influence further enhances product visibility, making it easier for brands to reach health-conscious consumers across the archipelago.

Market Challenges

• Regulatory Compliance Issues:The Indonesian dietary supplement market faces stringent regulations imposed by the Food and Drug Administration (BPOM). Companies must navigate complex compliance requirements, including product registration and safety assessments. In future, over 1,000 products were rejected due to non-compliance, highlighting the challenges brands face in ensuring their offerings meet regulatory standards while maintaining market competitiveness.
• Consumer Skepticism Towards Supplements:Despite the growing market, many Indonesian consumers remain skeptical about the efficacy and safety of dietary supplements. A survey indicated that 45% of respondents expressed concerns regarding the authenticity of supplement claims. This skepticism can hinder market growth, as brands must invest in education and transparency to build trust and encourage consumer adoption of their products.

Indonesia Nutrition & Dietary Supplements Market Future Outlook

The future of the Indonesian nutrition and dietary supplements market appears promising, driven by increasing health awareness and a shift towards preventive healthcare. As consumers become more informed about nutrition, the demand for innovative and personalized products is expected to rise. Additionally, the integration of technology in product development, such as app-based nutrition tracking, will likely enhance consumer engagement and drive sales. Brands that adapt to these trends will be well-positioned for growth in this dynamic market landscape.

Market Opportunities

• Growth in Online Sales Channels:The rapid expansion of e-commerce presents a significant opportunity for dietary supplement brands. With online sales projected to grow by 25% annually, companies can leverage digital platforms to reach a broader audience, particularly in urban areas where consumers prefer online shopping for convenience and variety.
• Increasing Demand for Organic Products:The organic food market in Indonesia is expected to reach approximately $1.5 billion in future, reflecting a growing consumer preference for natural and organic dietary supplements. Brands that focus on organic certifications and sustainable sourcing can tap into this trend, appealing to health-conscious consumers seeking cleaner, safer options for their nutritional needs.