In recent years, Indonesia has witnessed a massive rise in health-conscious consumers, especially among young adults. Indonesia’s dietary supplement market was valued at around USD 3.04 billion in 2023, reflecting a surge in health-conscious living. From gym-goers blending whey protein shakes to busy professionals grabbing ready-to-drink collagen beverages, demand for high-protein foods and drinks is booming.
But before you jump on the trend and launch your product in Indonesia, there’s one critical question you need to ask:
“Is your product registered with BPOM?”
🧃 Why High-Protein Products Are Booming in Indonesia
The current wave of health trends—#FitnessGoals, #HealthySkin, and #MealReplacement—has fueled local and imported protein products.
Online shopping and social media have turbocharged Indonesia’s supplements market. For example, local brand Youvit reported that its TikTok Shop sales of vitamins and protein supplements briefly surpassed those on Tokopedia, while Shopee remained its #1 channel. Industry reports project Indonesia’s supplement market will expand at about 6.4% CAGR through 2029, driven by rising incomes and wellness awareness. Under these trends, here are some high-protein product categories trending in 2025:
Here are some types we see trending in 2025:
- Whey protein shakes
- RTD collagen drinks (fish or marine-based)
- Protein bars and cookies
- Meal replacement beverages
- Plant-based protein drinks (soy, oat, pea)
But here’s the thing: no matter how nutritious or trendy the product is, it must comply with Indonesian regulations before entering the market.
📋 What Is BPOM and Why Is It Important?
BPOM (Badan Pengawas Obat dan Makanan) is Indonesia’s National Agency for Drug and Food Control. All food, beverages, supplements, and cosmetics must be evaluated and registered through BPOM to ensure:
- Product safety
- Accurate labeling
- Compliance with ingredient & dosage limits
- No banned substances
Without this, your product can be banned, recalled, or even penalized.
🛠️ How to Register Your Protein Product with BPOM
Here’s the simplified version of the process:
- Create Legal Entity in Indonesia
You’ll need either a local distributor or a Representative Office. - Determine Product Classification
Is your drink a processed food or a supplement? (The classification affects documentation and evaluation.) - Prepare Required Documents (examples below):
- Composition & formulation (including protein % per serving)
- Certificate of Analysis (COA)
- Free Sale Certificate (if imported)
- Packaging & Label draft (with Bahasa Indonesia)
- GMP Certificate (from manufacturer)
- Submit through OSS & e-Registrasi BPOM
- OSS: Business licensing
- e-BPOM: Product-specific registration
- Wait for BPOM Review
Depending on complexity, this takes 2–6 months. Supplements often take longer than regular food. - Receive MD/ML or NIE Number
Once approved, your product will have a legal distribution license in Indonesia.
📌 Bonus: What’s the Difference Between Pangan Olahan vs Suplemen?
| Aspect | Pangan Olahan | Suplemen Kesehatan |
|---|---|---|
| Example | Whey protein drink | Collagen drink with vitamin C |
| Claim | Nutritional support | Health maintenance / skin support |
| Max dosage per day | Not always required | Strictly limited by BPOM |
| Registration Path | MD/ML Number | NIE Number |
The protein trend in Indonesia is real and growing—but only registered products can ride the wave safely.
Whether you’re an importer, brand owner, or distributor, ensuring your product has BPOM approval is not just about legality, but also about building trust with Indonesian consumers.
💬 Need help with BPOM registration for protein drinks or supplements?
INSIGHTOF Consulting Indonesia is ready to guide you—from classification, document prep, to approval.
📲 Let’s chat: [WhatsApp Button / Link]
