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.&nbsp; 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.

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.”

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.

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%.

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.

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.

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%.

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 &amp; 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.

<p>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.</p> <p>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.&nbsp; As a result, the pet population in Indonesia grew by a remarkable 75.7% between 2017 and 2022.</p><p>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.</p><h2>Pet Food Market Overview</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/5751735e-c737-498d-a245-f0d917c81300/public" alt="<i>Picture: E-commerce market growth of Pet Food category</i>" /><p>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.”</p><h2>Market Share by E-commerce</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/a0564bb4-0c02-43c6-547a-02fb249f3300/public" alt="<i>Picture: E-commerce market share of Pet Food category</i>" /><p>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.</p><h2>Cat Food Market Share by Brand</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/a399173e-9b0e-4769-8469-b8c1693acf00/public" alt="<i>Picture: Brand market share of Cat Food</i>" /><p>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%.</p><h2>Cat Food Market Share Overtime</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/76c3b310-3884-4d51-9118-68a033b3b200/public" alt="<i>Picture: Brand market share overtime of Cat Food</i>" /><p>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.</p><h2>Cat Food Top Brand on E-commerces</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/a56bada3-10d6-4a3e-46b3-d4172ee20200/public" alt="<i>Picture: Top Brand of Cat Food in Shopee</i>" /><p>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.</p><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/b5750fc1-bd69-4368-c95f-cfde35b7e300/public" alt="<i>Picture: Top Brand of Cat Food in Tokopedia</i>" /><p>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%.</p><h2>Top-Selling Cat Food Products</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/6d85e73b-999d-444b-fd19-eec7a6f84e00/public" alt="<i>Picture: Product market share of Cat Food</i>" /><p>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 &amp; 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.</p><p>Thumbnail picture source: Freepik</p>

Marketing / Research

Pets / Pet Supplies

E-commerce

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.

Impressive Growth of Cat Food Sales in Indonesia’s E-commerce

Jakarta, July 24, 2024 - Skincare product sales have shown impressive growth compared to 2022, with a 20% increase projected to achieve USD 2.7 billion in 2024.

This aligns with the fact that 87.3% of consumers use sunscreen, a type of skincare product, daily. This has resulted in an increase of 2.8 million products sold compared to 2022. Online platforms like e-commerce have significantly contributed to this growth in sunscreen sales.

According to research by Magpie E-commerce Intelligence, in the first quarter (January to March 2024), the sunscreen market achieved a gross merchandise value (GMV) of IDR 318.04 billion with a total of 6.3 million products sold on Shopee, Lazada, and Tokopedia. “The sunscreen products experienced a decrease of 14.2% compared to Q4 of 2023, which generated IDR 370.29 billion. However, the GMV generated during this period consistently increased month over month (MoM),” said Wilhendra Akmam, CEO of Magpie.

For the e-commerce share, Shopee dominated the market from January to March 2024 with 74.9%, placing Lazada in second position with 16.2% and Tokopedia with 8.9%. “Interestingly, Lazada showed significant growth from Q4 2023 to Q1 2024 with a GMV increase of 90.3%. Meanwhile, Shopee experienced a decrease of 25.2%,” added Wilhendra.

The sunscreen market in e-commerce is dominated by local brands. Azarine leads the overall market with 14.3%, followed by Facetology in second place with 12.3%. Skin Aqua is third with 8.3% of overall market sales.

The popular local brand Azarine leads the best-selling products on Shopee with a GMV of IDR 22.14 billion and 438.9 thousand products sold in Q1 2024. Azarine also leads sales on Tokopedia with a GMV of IDR 1.81 billion and 30.7 thousand products sold. On Lazada, Madame Gie recorded the highest sales with 90.6 thousand products sold in Q1 2024. “These results show that skincare products from local brands are preferred over products from global brands,” stated Wilhendra.

Picture on Thumbnail by: Real Simple on Pinterest

<p>Sunscreen sales in Indonesia saw significant growth in early 2024, with local brands like Azarine leading the market. E-commerce platforms such as Shopee, Lazada, and Tokopedia played a key role in this increase.</p> <p>Jakarta, July 24, 2024 - Skincare product sales have shown impressive growth compared to 2022, with a 20% increase projected to achieve USD 2.7 billion in 2024.</p><p>This aligns with the fact that 87.3% of consumers use sunscreen, a type of skincare product, daily. This has resulted in an increase of 2.8 million products sold compared to 2022. Online platforms like e-commerce have significantly contributed to this growth in sunscreen sales.</p><h2>Sunscreen Market Performance Overview</h2><p>According to research by Magpie E-commerce Intelligence, in the first quarter (January to March 2024), the sunscreen market achieved a gross merchandise value (GMV) of IDR 318.04 billion with a total of 6.3 million products sold on Shopee, Lazada, and Tokopedia. “The sunscreen products experienced a decrease of 14.2% compared to Q4 of 2023, which generated IDR 370.29 billion. However, the GMV generated during this period consistently increased month over month (MoM),” said Wilhendra Akmam, CEO of Magpie.</p><h2>Market Share by E-commerce</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/31a22ced-6320-4599-d17f-23f2bdb46f00/public" alt="<i>Picture: E-commerce market share of Sunscreen category</i>" /><p>For the e-commerce share, Shopee dominated the market from January to March 2024 with 74.9%, placing Lazada in second position with 16.2% and Tokopedia with 8.9%. “Interestingly, Lazada showed significant growth from Q4 2023 to Q1 2024 with a GMV increase of 90.3%. Meanwhile, Shopee experienced a decrease of 25.2%,” added Wilhendra.</p><h2>Market Share by Brand</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/8dd0d4a7-248d-486c-2fc5-1ea7b0970200/public" alt="<i>Picture: Brand market share of Sunscreen</i>" /><p>The sunscreen market in e-commerce is dominated by local brands. Azarine leads the overall market with 14.3%, followed by Facetology in second place with 12.3%. Skin Aqua is third with 8.3% of overall market sales.</p><h2>Top-Selling Sunscreen Products</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/be50f59a-3fa5-4044-95f6-a391357c8200/public" alt="<i>Picture: Product market share of Sunscreen in Shopee</i>" /><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/5d112484-705d-4fd8-a8a4-a83f82732700/public" alt="<i>Picture: Product market share of Sunscreen in Lazada</i>" /><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/ee0e7f04-5601-4033-4127-6b54468c8400/public" alt="<i>Picture: Product market share of Sunscreen in Tokopedia</i>" /><p>The popular local brand Azarine leads the best-selling products on Shopee with a GMV of IDR 22.14 billion and 438.9 thousand products sold in Q1 2024. Azarine also leads sales on Tokopedia with a GMV of IDR 1.81 billion and 30.7 thousand products sold. On Lazada, Madame Gie recorded the highest sales with 90.6 thousand products sold in Q1 2024. “These results show that skincare products from local brands are preferred over products from global brands,” stated Wilhendra.</p><p>Picture on Thumbnail by: Real Simple on Pinterest</p>

Skin care / Cosmetics / Hair products

Sunscreen sales in Indonesia saw significant growth in early 2024, with local brands like Azarine leading the market. E-commerce platforms such as Shopee, Lazada, and Tokopedia played a key role in this increase.

Local Brands Shine Bright: Sunscreen Market Sees an Impressive Growth in Q1 2024

Jakarta, 19 July 2024 - The beauty category in e-commerce continues to show incredible growth. According to research by Magpie E-commerce Intelligence, there has been an 8% sales surge compared to the same period in 2023.

In 2024, the beauty industry is on the rise again. In the lip market alone, it is projected to reach USD 22.17 billion globally and USD 359.3 million in Indonesia. “This makes it a very attractive market for brands to keep improving their products to meet the demands of beauty enthusiasts,” said Wilhendra Akmam, CEO of Magpie.

In fact, e-commerce has become one of the most preferred platforms to purchase lip products. In Indonesia, 82% of beauty enthusiasts prefer e-commerce to buy their favorite products.

The Gross Merchandise Value (GMV) of the lip market reached IDR 516.6 billion. With 16.7 million products sold on Shopee and Tokopedia, this surge explains why the lip market is on fire lately. “However, there has been a 14.7% decrease compared to Q3 2023, which reached IDR 605.8 billion,” stated Wilhendra.

The overall share shows that Shopee dominated the market from January to March 2024 with a 77.3% share, leaving Tokopedia with only 22.7%. Despite Shopee’s dominance as the preferred marketplace, Tokopedia showed more growth compared to Q4 2023. Tokopedia saw a 2.5% increase in GMV, while Shopee experienced an 18.7% decrease.

Maybelline became the winner of this market, leading on both Shopee and Tokopedia in Q1 2024. Although Maybelline holds a larger market share on Tokopedia, they generated twice as much GMV on Shopee compared to Tokopedia.

Local brands like Wardah and Hanasui also showed incredible growth during this period, securing spots in the Top 5 on both marketplaces, showing that different segments on each platform could influence market preferences.

The lipstick category dominated the lip products market on both e-commerce platforms, reaching a 91.5% share. Meanwhile, the shares of lip balm and lip treatment products were higher on Shopee than on Tokopedia, showing that more people preferred Shopee as their favorite.

The lip cream category became the favorite in Q1 2024. The top three products in this category were claimed to be "long-lasting" lip cream products. In fact, Maybelline's long-lasting products such as “Superstay Matte Ink” and “Superstay Vinyl Ink” topped the list.

The top three products in the lip balm and lip care category were priced below IDR 100k, with the most affordable products coming from The Originote. “Interestingly, these affordable products contributed more to the market due to their popularity in bulk purchases,” added Wilhendra.

Thumbnail Picture by: phkorotkova on Canva

<p>Lipstick sales surged in early 2024, driven by e-commerce growth and a preference for long-lasting products like Maybelline's "Superstay Matte Ink." Shopee dominated with 77.3% market share, while local brands like Wardah also saw significant gains in Indonesia's beauty market. Magpie E-commerce Intelligence provides insights for businesses to capitalize on these trends.</p> <p>Jakarta, 19 July 2024 - The beauty category in e-commerce continues to show incredible growth. According to research by Magpie E-commerce Intelligence, there has been an 8% sales surge compared to the same period in 2023.</p><p>In 2024, the beauty industry is on the rise again. In the lip market alone, it is projected to reach USD 22.17 billion globally and USD 359.3 million in Indonesia. “This makes it a very attractive market for brands to keep improving their products to meet the demands of beauty enthusiasts,” said Wilhendra Akmam, CEO of Magpie.</p><p>In fact, e-commerce has become one of the most preferred platforms to purchase lip products. In Indonesia, 82% of beauty enthusiasts prefer e-commerce to buy their favorite products.</p><h2>Lip Market Performance Overview</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/a51d56d5-fab6-4526-80fa-691a725f4800/public" alt="<i>Picture: GMV growth of Lip Category</i>" /><p>The Gross Merchandise Value (GMV) of the lip market reached IDR 516.6 billion. With 16.7 million products sold on Shopee and Tokopedia, this surge explains why the lip market is on fire lately. “However, there has been a 14.7% decrease compared to Q3 2023, which reached IDR 605.8 billion,” stated Wilhendra.</p><h2>Market Share by E-commerce</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/85b2faad-d72c-40ff-3000-29846aba9500/public" alt="<i>Picture: E-commerce market share of Lip category</i>" /><p>The overall share shows that Shopee dominated the market from January to March 2024 with a 77.3% share, leaving Tokopedia with only 22.7%. Despite Shopee’s dominance as the preferred marketplace, Tokopedia showed more growth compared to Q4 2023. Tokopedia saw a 2.5% increase in GMV, while Shopee experienced an 18.7% decrease.</p><h2>Market Share by Brand</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/a06168b0-39a6-42bd-6116-0325fa070300/public" alt="<i>Picture: Brand market share by e-commerce</i>" /><p>Maybelline became the winner of this market, leading on both Shopee and Tokopedia in Q1 2024. Although Maybelline holds a larger market share on Tokopedia, they generated twice as much GMV on Shopee compared to Tokopedia.</p><p>Local brands like Wardah and Hanasui also showed incredible growth during this period, securing spots in the Top 5 on both marketplaces, showing that different segments on each platform could influence market preferences.</p><h2>Top-Selling Lip Category and Products</h2><img style="width: 100%;" src="https://imagedelivery.net/H6_s_Eb_ylTWnSEV3HlmYQ/efe8fa89-3bda-4efc-c05c-08dcfa4e9700/public" alt="<i>Picture: Brand market share by category</i>" /><p>The lipstick category dominated the lip products market on both e-commerce platforms, reaching a 91.5% share. Meanwhile, the shares of lip balm and lip treatment products were higher on Shopee than on Tokopedia, showing that more people preferred Shopee as their favorite.</p><p>The lip cream category became the favorite in Q1 2024. The top three products in this category were claimed to be "long-lasting" lip cream products. In fact, Maybelline's long-lasting products such as “Superstay Matte Ink” and “Superstay Vinyl Ink” topped the list.</p><p>The top three products in the lip balm and lip care category were priced below IDR 100k, with the most affordable products coming from The Originote. “Interestingly, these affordable products contributed more to the market due to their popularity in bulk purchases,” added Wilhendra.</p><p>Thumbnail Picture by: phkorotkova on Canva</p>

Lipstick sales surged in early 2024, driven by e-commerce growth and a preference for long-lasting products like Maybelline's "Superstay Matte Ink." Shopee dominated with 77.3% market share, while local brands like Wardah also saw significant gains in Indonesia's beauty market. Magpie E-commerce Intelligence provides insights for businesses to capitalize on these trends.

The Beauty Boom: Lipstick Sales Reach New Heights in Early 2024

HR / Recruitment

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Magpie Ecommerce Intelligence, adalah perusahaan market insights dengan misi untuk membantu brand and pengusaha online untuk bisa memahami kondisi market ecommerce di Indonesia. Magpie menyediakan layanan Market Share tracking, Daily price and stok monitoring, Share of Search tracking, dan banyak lain. Sejak tahun 2020, Magpie telah dipercaya menjadi penyedia market insights untuk brand-brand global seperti Nestle, Reckitt, Danone, dan banyak lainnya.Magpie Ecommerce Intelligence, adalah perusahaan market insights dengan misi untuk membantu brand and pengusaha online untuk bisa memahami kondisi market ecommerce di Indonesia. Magpie menyediakan layanan Market Share tracking, Daily price and stok monitoring, Share of Search tracking, dan banyak lain. Sejak tahun 2020, Magpie telah dipercaya menjadi penyedia market insights untuk brand-brand global seperti Nestle, Reckitt, Danone, dan banyak lainnya.