Pet Products in Indonesia

PROSPECTS

Owners investing in pets’ health, happiness and image

With the increasing humanisation trend in Indonesia, and owners regarding their pets as part of the family, many are investing more in pets’ welfare, comfort and entertainment and thus driving growth for pet products. Owners are increasingly willing to spend money on products that enhance their pets’ overall wellbeing such as pet dietary supplements or pet healthcare.

Pet healthcare tempts in the guise of treats

Although increasing from a low sales base, pet healthcare recorded the highest current value growth in 2019, driven by the greater awareness amongst consumers of the need to make sure that their pets are kept free from disease, with regular check-ups and recommendations from veterinary clinics. Flea/tick treatments continue to hold the largest value share, as they are commonly recommended by vets.

Internet retailing taps into demand for choice, style and value

Although pet owners tend to visit pet shops and other non-grocery specialists when purchasing pet products, internet retailing continues to rapidly gain value share. Internet retailing offers consumers lower prices for pet products in comparison to those available in store-based retailing.

COMPETITIVE LANDSCAPE

Espree Animal Products ahead of the pack thanks to unmatched distribution reach

Espree Animal Products continues to lead a highly fragmented competitive landscape, benefiting from its national coverage and wide variety of pet grooming products and pet healthcare. The company notably offers distinctive styling products inspired by human hair care, such as Freeze! Hold & Control Hair Spray, while offering naturally-positioned products such as its Perfect Calm Lavender & Chamomile Shampoo.

Premium and specialised brands find internet retailing an easy entry point

Pet products is a highly fragmented environment with a dominant value share held by others. This reflects the wide assortment of small specialised brands across areas such as flea/tick treatments, other pet healthcare, accessories, beauty products, cat litter and pet dietary supplements.

Competition to intensify with greater consumer demand for specialisation

Due to Indonesians’ rising disposable incomes of consumers and their increasing sophistication regarding pet care, pet products is predicted to experience further demand for products that not only provide core functions but also offer other attractive benefits. The use of exotic, organic and/or functional ingredients is expected to increase, in addition to claims of benefits regarding the prevention or treatment of ailments.

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