Guide to Enter the Indonesian Supplement Market for Brands Made in Thailand

Indonesia offers a significant growth opportunity for Thai health brands in the supplements industry. Indonesia has a large population, and more people are becoming health-conscious.  

As a result, the demand for quality health supplements is rising. This makes the Indonesian supplement market one of the fastest-growing in Southeast Asia, creating significant opportunities for Thai supplement brands. 

With a well-thought-out strategy, the Thai supplement business cannot only enter but also thrive in Indonesia’s burgeoning health industry. Let’s delve into the strategic aspects of this journey. 

Why Indonesia is the Ideal Market for Thai Brands 

Indonesia, with its growing population, increasing health awareness, and expanding middle class, is a promising market in Southeast Asia for Thai health supplement brands.  

Understanding these market dynamics is crucial for a successful market entry. 

• The Indonesian supplement market was worth USD 3.2 billion in 2024, and is expected to grow to USD 4.7 billion by 2030. 
• Health spending in Indonesia rose by 150% between 2021 and 2023. 
• The middle class now makes up 20% of the population, and it’s expected to grow to 80% by 2045. 
• Top-selling supplements include vitamins, herbal products, fish oil, and proteins. 
• Indonesia has the largest supplement market in ASEAN, but per-person spending is still low, offering a significant growth opportunity. 

What This Means for Thai Brands 

Indonesian consumers are shifting from buying supplements only when sick to using them daily for long-term health. This is the perfect time for Thai health supplement companies to enter with trusted, natural, and effective products.

Thailand’s Supplement Footprint in Indonesia 

According to World Integrated Trade Solution (WITS), while Indonesia imports supplements from across the globe, Thailand brands are already carving out a space in this growing market. 

• Indonesia imported over USD 658 million in “Other food preparations” (HS Code 210690), which includes many health supplement products. 
• Thailand ranked 7th, exporting USD 42.5 million worth of supplements to Indonesia, totaling 12,549,400 kg. 
• Thai exports show strong demand for Thai supplements, but there’s room to grow and compete with regional leaders. 

Thai Companies Already Active in Indonesia 

Leading Thai health supplement brands, such as Mega We Care, have already established a direct local presence in Indonesia through subsidiaries and local distribution networks. This success story proves that Thai brands cannot only enter but also thrive in the Indonesian market, instilling confidence in other Thai brands.

READ MORE:

• Halal Registration: Your Guide to Product Registration
• Product Registration in Indonesia: How to Register Products via BPOM
• Health & Food Supplement Registration: What You Need to Prepare

Understanding the Regulatory Landscape in Indonesia 

Before entering the Indonesian supplement market, a Thai brand must comply with BPOM (Badan Pengawas Obat dan Makanan) regulations, Indonesia’s national food and drug agency. This ensures that all Thai health supplements are safe, well-labeled, and legally approved. 

BPOM Compliance Checklist for Thai Supplement Brands 

Below is a simplified checklist to help health supplement brands from Thailand prepare for compliance and avoid costly delays. 

• Product Classification & Registration 
  • Identify the correct product type: health supplement, traditional medicine, or processed food. 
  • Submit a complete product dossier. 
  • Hold a valid Indonesian business license (NIB). 
  • Provide GMP certification and Halal certification (if applicable). 
• Labeling & Packaging Requirements 
  • Labels must include ingredients, dosage, warnings, and BPOM number. 
  • All information must be written in Bahasa Indonesia. 
  • Eco-friendly packaging is encouraged and preferred. 
• Advertising & Promotions 
  • Avoid exaggerated or unsupported health claims. 
  • Comply with digital marketing regulations, including online ads and influencer partnerships. 
• Importation & Local Partnerships 
  • Register as an importer with BPOM. 
  • Work with a local distributor or agent to submit to BPOM. 
  • Ensure proper customs documentation and import procedures are in place. 
• Post-Market Responsibilities 
  • Follow GMP manufacturing standards and prepare for audits. 
  • Keep product samples and track customer feedback. 
  • Report any side effects to BPOM immediately. 
  • Be ready for product recalls and submit annual license renewals. 

Legal Structures & Import Framework for Thailand Brands 

To enter the Indonesian supplement market, a Thai brand must comply with local import laws and business regulations. The process is manageable with the proper guidance, but it involves several steps that are best navigated with local support. 

Choose the Right Business Setup 

Foreign brands usually need to establish a legal entity in Indonesia through a foreign-owned company (PT PMA) to obtain local import rights and distribution licenses. This setup also allows direct product registration under your company’s name. 

Secure the Required Import Licenses 

Importing Thai health supplements into Indonesia requires specific licenses, including an Importer Identification Number (API) and customs registration. The type of license needed depends on your product and your distribution model. 

Prepare for Customs and Documentation 

All imported goods must go through a formal customs process, supported by proper documentation and tax classification. Minor mistakes in this area can result in delays or penalties, especially for regulated products such as health supplements. 

Understand Local Tax and Import Duties 

Supplements are subject to Indonesian VAT, import duties, and other applicable fees. These charges vary by product type and can affect your pricing strategy. Planning helps avoid surprises during imports. 

Work with Trusted Local Partners 

Many Thai brands succeed in Indonesia by working with experienced local agents or distributors. These partners provide invaluable support with BPOM registration, logistics, language compliance, and navigating the everyday demands of the local market, making the market entry journey less daunting and more manageable for Thai brands.

Launch Your Thai Brand in Indonesia with InCorp 

Indonesia offers one of the most promising growth opportunities in Southeast Asia for any Thailand-based health supplement brand. However, the journey from interest to market entry involves navigating strict BPOM regulations, understanding complex import rules, and establishing the right business structure. 

InCorp Indonesia (an Ascentium Company) specializes in helping foreign health supplement brands successfully register, import, and grow in the Indonesian market. Our services include: 

• BPOM Product Registration: End-to-end support for registering Thai supplements in Indonesia. 
• Company Setup (PT PMA): Legal entity establishment and business licensing (NIB). 
• Import Licensing: Assistance with API, customs registration (NIK), and shipping compliance. 
• Labeling & Regulatory Compliance: Review and localize labels to meet BPOM and Halal standards. 
• Ongoing Compliance: Support with renewals, reporting, and post-market monitoring. 

Fill out the form below to start building your footprint in Indonesia’s booming supplement industry.

Frequently Asked Questions