[70] Indonesia Dietary Supplements Market to reach US$ 3,177.51 Mn by 2028. Market Analysis By Supplement, Application, and Form Industry.

Get a vision of Indonesia nutritional supplements market with insights and projections for 2023. Plan your strategies for the future.

The Indonesia Dietary Supplements market report offers a thorough competitive analysis, mapping key players’ strategies, market share, and business models. It provides insights into competitor dynamics, helping companies align their strategies with the current market landscape and future trends.

According to a survey by Rakuten Insight on dietary supplements in Indonesia conducted in March 2022, ** percent of the respondents stated that they took dietary supplements. Dietary supplements included herbal or botanical substances, minerals, or vitamins, taken to supplement the diet to improve health.

As of April 2024, the largest market share of health supplements in Southeast Asia was held by Vietnam, with approximately **** percent. This was followed by Thailand with a market share of around **** percent. The growing supplement market in Asia Health supplements in Southeast Asia are gaining popularity due to rising health consciousness. The market size of supplements in Indonesia, Thailand, and Vietnam accumulated over *** million U.S. dollars each, becoming the key players of the region. Among the various supplement types, consumers in Southeast Asia are particularly drawn to nutrition supplements to boost their immunity, energy, and overall well-being. Self-medication through OTC The pharmaceutical industry in Southeast Asia is rapidly expanding, driven by a growing healthcare infrastructure. Consumers are increasingly turning to over-the-counter (OTC) drugs and non-prescription medicine for quick solutions, leading to a rise in self-medication. Within the OTC pharma market, vitamins and minerals constitute one of the largest categories, generating higher revenue than cold and cough remedies. With a strong focus on preventive health, consumers in Southeast Asia are fueling the strong sales of these types of supplements.

The report on Indonesia Dietary Supplements Market covers a summarized study of several factors supporting market growth, such as market size, market type, major regions, and end-user applications. The report enables customers to recognize key drivers that influence and govern the market.

In 2023, the market size of health supplements in Indonesia amounted to about *** million U.S. dollars. This was followed by Thailand and Vietnam, with a market size of around *** million dollars each.

In 2024, nutrition supplements accounted for over ** percent of Southeast Asia's market share of health supplements. Nutritional supplements include supplements for diets or weight loss, probiotics, and sports supplements. That same year, beauty supplements accounted for approximately ** percent of the market share in Southeast Asia. Health supplement market in Southeast Asia Due to growing consumer awareness of health and well-being, the dietary supplement market in Southeast Asia has experienced significant growth in recent years. The market includes various categories such as vitamins, minerals, herbal supplements, sports nutrition, weight management products, and functional foods. In 2023, Indonesia topped the market for health supplements, reaching a value of over *** million U.S. dollars, followed by Thailand and Vietnam. Among the various categories of nutrition supplements, weight management supplements accounted for the largest market share among nutrition supplements in the region, holding over ** percent of the market share. The rise of social commerce in the health supplements market Social media's increasing impact has transformed the way Southeast Asian customers buy health supplements. Brands can now actively interact with consumers through platforms like Facebook, Instagram, TikTok, and other social media channels, making supplements more accessible and appealing to younger, tech-savvy consumers. In 2024, Thailand was the largest market for health supplement sales on TikTok in Southeast Asia, accounting for the highest sales revenue share. With digital usage continuing to rise throughout the SEA region, social media-driven supplement sales are predicted to grow even more, delivering new prospects for both domestic and international businesses.

In Indonesia Nutritional Food Market, These foods are specially formulated to provide essential nutrients, vitamins, and minerals that support the body’s overall health and well-being.

The ASEAN probiotic supplements market, valued at $103.46 million in 2025, is projected to experience robust growth, exhibiting a Compound Annual Growth Rate (CAGR) of 11.43% from 2025 to 2033. This expansion is fueled by several key factors. Rising health consciousness among ASEAN consumers, coupled with increasing awareness of the gut-health connection and the benefits of probiotics for overall wellness, are significant drivers. The growing prevalence of digestive disorders and the increasing adoption of preventative healthcare measures further contribute to market growth. Furthermore, the expanding distribution channels, including the proliferation of online stores and specialized health food retailers, are facilitating wider accessibility to probiotic supplements. The market is segmented by product form (tablets/capsules, powders, liquids, others), distribution channel (supermarkets/hypermarkets, pharmacies, specialty stores, online stores, others), and geography (Indonesia, Malaysia, Thailand, Vietnam, Singapore, Philippines, Rest of ASEAN). Competition is intense, with major players like BioGaia, Reckitt Benckiser, Procter & Gamble, and Amway vying for market share alongside regional and local brands. Future growth will likely be influenced by the increasing availability of scientifically-backed probiotic strains, innovative product formulations, and targeted marketing campaigns highlighting the specific health benefits of probiotics for different consumer segments. The market's segmentation presents opportunities for specialized product development and targeted marketing strategies. For instance, the growing demand for convenient formats like tablets and capsules, along with the increasing penetration of e-commerce, presents a compelling case for companies to focus on online sales and product diversification. Indonesia, Malaysia, and the Philippines are expected to dominate the market due to their large populations and rising disposable incomes. However, growth in other countries within the ASEAN region, particularly Vietnam and Thailand, is also significant and should not be overlooked. Regulatory changes and evolving consumer preferences related to natural and organic ingredients will shape the future trajectory of the market. Companies that successfully adapt to these dynamics, leveraging robust supply chains and effective marketing strategies, are poised for significant success in this burgeoning market. Recent developments include: January 2023: Amway Corporation launched a new business innovation hub in Singapore to expand its Nutrilite brand's product line, with a focus on gut health supplements, such as prebiotics and probiotics., October 2022: BioGaia AB company launched its new product, BioGaia Prodentis Lozenges, with a new apple flavor in Indonesia. The product is claimed to be distributed through PT Interbatcompany. As per the company claim, BioGaia Prodentis Lozenges is a food supplement for oral health containing the patented lactic acid bacterium Limosilactobacillus reuteri (formerly known as Lactobacillus reuteri) and Prodentis (a strain combination of L. reuteri DSM 17938 and L. reuteri ATCC PTA 5289) that helps the good microorganisms keep a natural balance in the mouth., April 2022: KINS, a Japanese personalized nutrition and beauty company, expanded into Singapore with the launch of its skincare line, featuring probiotic supplements and serum. KINS Supplements contain 22 types of probiotics, including lactic acid bacteria (Lactobacillus), yeast, and natural nutrients produced by lactic acid bacteria.. Key drivers for this market are: Innovations in Probiotic Formulations, Increasing Focus on Digestive Health to Reduce the Impact of Chronic Disorders. Potential restraints include: Innovations in Probiotic Formulations, Increasing Focus on Digestive Health to Reduce the Impact of Chronic Disorders. Notable trends are: Probiotic Supplements are Widely Consumed in the Form of Capsules and Powders.

ASEAN Nutritional Supplements Market is projected to reach USD 14,847.3 million by 2031, growing at a CAGR of 8.4% during the forecast period.

Indonesia Vitamin Supplements Market is a dynamic and rapidly growing industry, driven by increasing health consciousness, rising prevalence of nutritional deficiencies, and advancements in nutritional science.

Indonesia Postbiotic Food Supplement market recorded a value of US$ 21.78 thousand in 2024 and is expected to reach a value of US$ 32.38 thousand in 2027

Vitamins in Dosage Market Size Value in Indonesia, 2021 Discover more data with ReportLinker!

The Indonesian whey protein market, valued at approximately $32 million in 2025, is projected to experience robust growth, driven by several key factors. The rising health consciousness among Indonesian consumers, coupled with increasing participation in fitness and sports activities, fuels demand for whey protein supplements. This trend is further amplified by the growing popularity of functional foods and fortified beverages incorporating whey protein for enhanced nutritional value. The market is segmented by product type (whey protein concentrates, isolates, and hydrolysates) and application (sports nutrition, infant formula, and functional foods). Whey protein concentrates currently dominate the market due to their cost-effectiveness, but the demand for higher-quality isolates and hydrolysates is steadily increasing, driven by their superior bioavailability and purity. The presence of established international players like Lactalis Ingredients and FrieslandCampina Ingredients, alongside local companies like SBH Foods, indicates a competitive landscape with opportunities for both domestic and international expansion. However, challenges such as fluctuating raw material prices and potential regulatory hurdles could impact market growth. The projected CAGR of 5.23% from 2025 to 2033 suggests a substantial market expansion, reaching approximately $50 million by 2033. This growth will be further propelled by increasing disposable incomes and the penetration of e-commerce platforms for supplement sales. The Indonesian whey protein market's future trajectory hinges on effective strategies to address consumer awareness regarding product benefits and quality, coupled with sustainable and cost-effective production methods. Continued innovation in product formulations catering to specific consumer needs (e.g., plant-based blends, customized protein profiles) will be crucial for sustained growth. Furthermore, strategic partnerships and collaborations between international and local players can drive market penetration and improve access to high-quality whey protein products across Indonesia's diverse regions. The market’s growth also depends on addressing challenges related to maintaining consistent supply chains, overcoming potential logistical barriers, and navigating evolving regulatory frameworks concerning food and dietary supplements. Notable trends are: Rising Demand For Protein-Based Functional Food & Beverage.

In Indonesia Personalized Vitamins Market, offering valuable insights, key market trends, competitive landscape, and future outlook to support strategic decision.

Forecast: Vitamins in Dosage Market Size Value in Indonesia 2022 - 2026 Discover more data with ReportLinker!

Forecast: Vitamins in Dosage Market Size Value Per Capita in Indonesia 2022 - 2026 Discover more data with ReportLinker!

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What is the Size of Tongkat Ali Products Market?

The tongkat ali products market size is forecast to increase by USD 93.1 million, CAGR of 5.8% between 2023 and 2028. The market is experiencing significant growth due to the increasing recognition of its health benefits. This natural herbal extract, native to Southeast Asia, is known for its potential to improve blood flow, alleviate symptoms of diarrhea and dysentery, and act as a folk remedy for intestinal worms. Additionally, Tongkat Ali has gained popularity in addressing male health issues such as erectile dysfunction and stress. Its potential applications extend to treating conditions like leukemia, osteoporosis, syphilis, glandular swelling, and malaria. However, it's essential to note that while the benefits are promising, potential side effects include agitation, insomnia, and increased heart rate. As research and development efforts continue, the market is expected to expand, providing new opportunities for businesses and consumers alike.

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Market Segmentation

The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.

Application

  Pharmaceuticals
  Dietary supplements
  Cosmetics and personal care


Type

  Powder
  Capsules or tablets
  Liquid extract


Geography

  APAC

    South Korea
    Thailand


  North America

    Canada
    US


  Europe

    Germany
    UK
    France
    Spain


  Middle East and Africa



  South America

Which is the Largest Segment Driving Market Growth?

The pharmaceuticals segment is estimated to witness significant growth during the forecast period. Tongkat Ali, a native Malaysian herb, is gaining popularity in the dietary supplement market due to its various health benefits. This natural herb is known for its potential as an appetite stimulant, antibacterial agent, and nutritional supplement. Tongkat ali extract has emerged as a potential solution, owing to its ability to aid in weight loss and improve metabolic health. Clinical research continues to uncover tongkat Ali's impact on hormonal health, muscular strength, and stress management. Its role as a natural herbal drug has been the subject of numerous studies, revealing its potential to naturally boost testosterone levels. This effect can lead to enhanced muscle strength and endurance, making it a valuable therapeutic intervention for individuals dealing with hormonal imbalances or age-related testosterone decline. Moreover, tongkat ali's adaptogenic properties make it an attractive alternative for managing stress. As the demand for natural remedies grows, the market for tongkat ali extract is expected to expand significantly.

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The pharmaceuticals segment was valued at USD 92.40 million in 2018. Additionally, potential contaminants like mercury can be present in some tongkat ali products, highlighting the importance of purchasing from reputable suppliers. To ensure the highest quality and safety, it is advisable to consult a healthcare professional before incorporating tongkat ali extract into your wellness routine. In conclusion, the versatility and health benefits of tongkat ali have positioned it as a valuable addition to the nutraceutical industry. As research continues to uncover its potential applications, the demand for tongkat ali extract is expected to increase, making it a worthwhile investment for both manufacturers and consumers.

Which Region is Leading the Market?

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APAC is estimated to contribute 37% to the growth of the global market during the forecast period. Technavio's analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. The Tongkat Ali products market in the Asia-Pacific region is experiencing notable growth due to the herb's traditional use and increasing scientific validation of its health benefits. Countries such as Malaysia, Indonesia, Thailand, and Vietnam are leading this market, utilizing their agricultural heritage of Eurycoma longifolia cultivation. Notably, Malaysia has developed proprietary extracts like Physta tongkat ali, which has gained recognition for its potential antiviral properties and benefits for healthy aging and immune support. The demand for Tongkat Ali in the Asia-Pacific region is fueled by growing consumer awareness of natural supplements and a rising interest in holistic health solutions. This herbal medicine is particularly popular for its aphrodisiac properties and potential benefits for male sexual health. The active compounds in Tongkat Ali, including quassinoids and e

Gain insights into the Indonesia Nutraceuticals Market, size at USD 3 billion in 2023, showcasing trends and growth opportunities driven by strategic insights.