Indonesia Liquid Dietary Supplements Market (2025 - 2030)

Indonesia Liquid Dietary Supplements Market Summary

The Indonesia liquid dietary supplements market size was estimated at USD 140.2 million in 2024 and is projected to reach USD 248.9 million by 2030, growing at a CAGR of 10.1% from 2025 to 2030. Indonesia’s liquid dietary supplement market is steadily growing, driven by increasing health awareness, urbanization, and interest in functional nutrition. As the world’s fourth most populous country with a considerable young population and expanding middle class, Indonesia offers a favorable environment for health supplement consumption, especially in convenient liquid forms.

Indonesia liquid dietary supplements industry is influenced by strong cultural trust in botanical remedies and a health-conscious urban population. Traditional herbal concoction, known as jamu, made from ingredients such as turmeric, ginger, and temulawak, remains popular due to its accessibility and long-standing use. Jamu was officially enrolled on the Representative List of the Intangible Cultural Heritage of Humanity in December 2023.

In addition, growing focus on boosting immunity and overall wellness following the COVID-19 pandemic has encouraged the demand for convenient, daily liquid immunity boosters. The expansion of the middle class, mainly constituted by the younger population, drives the trend of easily consumed, trusted herbal products. This growth is further supported by digital convenience, fitness trends, and influencer marketing, which accelerates the adoption of modern liquid supplement formats.

Consumer Insights

Indonesia’s market is deeply rooted in its traditional herbal medicine culture, which builds strong consumer trust in botanical products, especially among middle-aged and elderly individuals who use plant-based tonics and liquid supplements for immunity, digestion, and overall wellness. For instance, as of October 2024, leading brands such as Tolak Angin produce 200 million herbal syrup sachets per month and maintain widespread market presence and credibility through clinical standardization and extensive availability at local kiosks and pharmacies.

Indonesia’s urban population drives the demand for modern, functional liquid nutrition products. Ready-to-drink options such as protein shakes and collagen-infused beverages are gaining popularity as convenient wellness solutions for on-the-go consumers. This trend is supported by the growth of e-commerce, livestream commerce, and fitness influencer marketing on platforms such as Shopee, Tokopedia, and TikTok Shop.

Young adults from urban areas, especially millennials and Gen Z, are increasingly adopting lifestyle-focused liquid supplements targeting beauty, weight management, energy, overall wellness, perceived fast-acting benefits, and natural ingredients. This demographic values taste, personalization, and branding, which combine traditional herbal heritage with modern scientific validation. The integration of traditions with innovative product development, along with digital marketing and distribution channels, shapes the future of Indonesia's liquid dietary supplements industry.

Ingredient Insights

The botanicals segment dominated the Indonesia liquid dietary supplements market and accounted for a revenue share of 31.2% in 2024. The popularity of botanical liquid supplements in Indonesia is a result of its long-standing cultural heritage of jamu, which drives consumption of herbal tonics for immunity and digestion. This tradition is being modernized and brought into the mainstream as young entrepreneurs package jamu in ready-to-drink bottles and launch it in contemporary cafes, making it more accessible to urban and health-conscious consumers. This trend is reflected through the establishment of cafes such as Djampi Jawi and Suwe Ora Jamu. These efforts are a response to the growing consumer demand for natural, convenient, halal-certified ingredients and appealing flavors.

The protein and amino acid segment is expected to grow at the highest CAGR of 15.0%. This rapid growth of protein and amino acid-based liquid supplements is driven by an expanding fitness culture, rising middle-class income, and increasing health awareness. The growing launch of new products in the segment is also expected to drive its growth. In February 2025, the Better Plant-Based Protein Drink was featured at Gulfood. It is a low-calorie, nutrient-rich beverage with soy and pea protein designed to support muscle recovery and serve as a convenient meal replacement for health-conscious consumers.

Type Insights

The OTC segment accounted for the largest revenue share of the Indonesia liquid dietary supplements industry in 2024, driven by its convenience and wide availability. Consumers value the ability to easily purchase immunity boosters, digestive tonics, and multivitamin drinks directly from pharmacies and supermarkets. This trend is supported by Indonesia’s growing middle class and increasing health awareness. Leading brands such as Tolak Angin are successfully leveraging consumer trust, herbal product positioning, and easy access through offline sources.

The prescribed segment is expected to grow at the fastest rate, driven by increasing safety concerns and stronger regulations following the 2022 pediatric syrup contamination incident. Warnings from the Ministry of Health and enhanced oversight by BPOM have encouraged caregivers to seek medical advice and choose certified prescription syrups designed for children and specific health conditions. In response, pharmaceutical companies have introduced physician-recommended liquid nutraceuticals, such as pediatric iron, vitamin D, and immune-support syrups, which are available only by prescription. These products provide reassurance through medical endorsement, strict quality control, and targeted therapeutic benefits, leading to rapid adoption among cautious parents and healthcare professionals in Indonesia.

Application Insights

The bone and joint health segment dominated the Indonesia liquid dietary supplements market in 2024. The growing popularity of bone and joint liquid supplements is driven by an aging population, increased awareness of osteoporosis prevention, and the convenience of easy-to-use formats such as herbal milk. In July 2024, at the Jakarta Fair, PT Herbathos Untuk Indonesia unveiled Etawalin, a goat’s milk-based herbal drink with turmeric, ginger, cinnamon, bay leaf, and lemongrass. It helps relieve joint pain and supports bone health, targeting joint issues in young people caused by sedentary lifestyles and poor posture. The product targets middle-aged adults interested in daily bone health support, offering convenience, enhanced bioavailability, and appealing taste.

The prenatal health segment is expected to grow at the fastest CAGR from 2025 to 2030. These supplements are experiencing rapid growth, driven by government-supported maternal nutrition programs, increased awareness of maternal health, and strong demand for comprehensive, easy-to-use formulations. In October 2024, Indonesia launched a national Multiple Micronutrient Supplement (MMS) program, shifting from iron-folic tablets to easy-to-consume multivitamins containing 15 essential nutrients for pregnant women. Brands such as PRENAGEN have responded by offering prenatal ready-to-drink milk-based shakes designed for expectant mothers, providing protein, DHA, calcium, and vitamins to support both maternal and fetal development. This combination of public health initiatives and convenient, nutrient-rich products is accelerating the growth of the prenatal liquid supplement market.

End Use Insights

The adults segment accounted for the largest market share of the Indonesia liquid dietary supplements industry in 2024. Adult consumption of liquid supplements is driven by increasing awareness of nutrient deficiencies and a focus on proactive wellness, particularly among middle-aged and older adults, particularly in terms of protein, calcium, and vitamin D-nutrients essential for bone health and overall wellness. A 2024 systematic review found that over 90% of older adults had inadequate vitamin D and calcium intake, with about 40% also lacking sufficient protein. Another study reported high rates of protein deficiency (20%), calcium deficiency (over 90%), and vitamin D deficiency (over 50%) among hospitalized and institutionalized older adults. These findings drive consumer demand for convenient, bioavailable liquid supplements such as fortified milk, collagen-infused drinks, and effervescent products. These formats offer easier nutrient absorption and support daily health maintenance. Their good taste, ease of use, and perceived effectiveness make them appealing to busy, health-conscious adult consumers.

The infants segment is anticipated to grow at the fastest CAGR in the Indonesia liquid dietary supplements industry during the forecast period. It is driven by increased parental attention to early-life nutrition and strong support from the government and healthcare sectors. Indonesia’s infant nutrition programs emphasize the importance of early nutrient interventions to reduce stunting and support healthy development. As a result, parents are increasingly choosing clinically formulated vitamin drops, such as vitamin syrups, which have pediatrician endorsements and Food and Drug Monitoring Agency (BPOM) certification. These products are commonly purchased through trusted pharmacies and e-commerce platforms. A cultural focus on child health supports this demand, the convenience of liquid formats suited for infants and feeding routines, and caregivers’ preference for safe, nutrient-rich supplements.

Distribution Channel Insights

The offline distribution segment held the largest revenue share of the market in 2024. This dominance is supported by consumers’ preference for in-person purchases and pharmacist guidance, especially for new or prescription-based liquid supplements. Pharmacies and supermarkets provide immediate product availability, easy returns, and reliable advice, which are important to health-conscious Indonesians. Brands strengthen this channel through in-store sampling, promotions, and strategic placement in trusted retail locations, ensuring strong engagement with rural and urban customers. This traditional retail experience remains the foundation of liquid supplement sales.

The online distribution segment is projected to experience the fastest CAGR from 2025 to 2030. This growth can be attributed to its convenience, attractive promotions, and wide product selection, particularly on marketplaces such as Shopee, Tokopedia, Lazada, and social commerce channels such as TikTok Shop. Direct-to-consumer approaches, flash sales, live streaming, cashback offers, and secure payment options appeal to young, tech-savvy consumers. In December 2023, TikTok and GoTo (via Tokopedia) announced a strategic ecommerce partnership-finalized in January 2024-that integrated TikTok Shop into Tokopedia and bolstered analytics, logistics, and influencer-driven “shoppertainment” capabilities, offering brands (e.g., Youvit) improved avenues to engage customers.. This shift provides brands with greater reach, personalized consumer engagement, and faster growth in the liquid supplement market.

Key Indonesia Liquid Dietary Supplements Company Insights

Some of the key companies operating in Indonesia liquid dietary supplements industry include PT Kalbe Farma Tbk; Sidomuncul.; PT Darya-Varia Laboratoria Tbk; and Amway US.

• Sidomuncul is Indonesia’s leading modern herbal medicine and liquid supplement company. It is known for its flagship Tolak Angin jamu, which is available in sachet, bottled, and ready-to-drink formats. Combining pharmaceutical-grade production with traditional herbal expertise, it offers over 160 products, including herbal energy tonics and wellness beverages.

• PT Tempo Scan Pacific Tbk is one of Indonesia’s largest pharmaceutical and consumer health companies. It operates several manufacturing facilities producing tablets, sachets, effervescent powders, and liquid/syrup supplements, including vitamins, minerals, energy drinks, and OTC wellness products. With a broad product portfolio and wide offline distribution network, Tempo Scan is a major player in the liquid supplement market.

Recent Developments

• In June 2025, Nutrifood Indonesia introduced HiLo Protein Chocofit UHT, a high-protein drink designed for active consumers. Each serving provides 12g of protein to support muscle maintenance, 500mg of collagen for skin health, and 12 essential vitamins and minerals. In addition, HiLo Protein Chocofit contains 43mg of L-carnitine to aid fat-burning and support weight management.

• In May 2025, Yakult Indonesia launched a new mango-flavored probiotic drink in Jakarta, which became publicly available in June 2025. The drink combines Lactobacillus casei Shirota probiotics with natural mango flavor and added vitamin D, supporting digestive health, immunity, and bone health, especially for urban consumers with limited sun exposure.

• In June 2024, Kalbe expanded its supplement portfolio under Kalbe Nutritionals, focusing on personalized nutrition solutions, including liquid formats like immune-boosting tonics and protein drinks. The move highlights a strategic push into liquid supplement formats, adding to its existing offerings in powder and carton packaging, as part of a broader supplement portfolio expansion under personalized and convenient nutrition solutions.

Indonesia Liquid Dietary Supplements Market