Indonesian ecommerce milk & dairy is a ~$14M per month market as of May 2026 (+70%* year on year), and it is showing a clear goat-milk (susu etawa) surge and a shift toward functional/specialty milks, while traditional infant formula softens online. (*The series is volatile — an anomalous Sep–Oct 2025 spike sits outside the normal band, so treat YoY with care.) — according to Magpie IQ's SKU-level tracking across Shopee, TikTok Shop, Tokopedia and Lazada. This page ranks the top milk & dairy brands by actual GMV.
Who are the top milk & dairy brands in Indonesia by market share?
Ranked by GMV over March–May 2026, as a share of total Indonesian ecommerce milk & dairy GMV, per Magpie IQ data:
| # | Brand | Market share | Origin / tier |
|---|---|---|---|
| 1 | Etawalin | 8.4% | Local · goat milk · rising |
| 2 | Ultra | 4.7% | Local · UHT |
| 3 | SGM | 4.1% | Formula · declining |
| 4 | HiLo | 3.6% | Adult / hi-cal |
| 5 | Bebelac | 3.3% | Formula · declining |
| 6 | Greenfields | 3.2% | Fresh / UHT |
| 7 | Duzi Pure | 2.7% | Goat milk · surging |
| 8 | Ensure | 2.4% | Adult nutrition (Abbott) |
The top five brands hold about ~24% of the market and the top ten about ~35% — Etawalin leads with 8.4%.
Which platform sells the most milk & dairy in Indonesia?
- Shopee — 74.2%
- Tokopedia | Shop — 18.5%
What sells within the category?
- Powder Milk — 64.0%
- Formula Milk — 18.8%
- UHT — 17.1%
Who is gaining and losing share?
Gainers: Duzi Pure, Etawalin. Decliners: SGM, Bebelac.
About the data
Figures are drawn from Magpie IQ's ecommerce intelligence platform, which tracks SKU-level sales across Shopee, Tokopedia, TikTok Shop, Lazada, Blibli and Bukalapak in Indonesia. GMV = post-discount price × units sold. Market share is a brand's GMV as a percentage of total tracked category GMV over March–May 2026. Rankings reflect real transactions, not surveys.